I’m lovin’ it. Just do it. Eat fresh.
These recognizable phrases have one thing in common: They’re all examples of great brand slogans and taglines. These slogans are just the tip of the iceberg of what’s in store when you read ahead.
Today we’re doing a deep dive into tagline and brand slogan examples that have solidified themselves in history for being catchy, memorable, and impactful. Stay tuned as we cover the following topics:
- What is a slogan?
- Brand slogan vs. tagline
- How to write a brand slogan
- 30 tagline and brand slogan examples to inspire you
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What is a slogan?
What is a slogan?
A slogan is a catchy or memorable phrase that captures a brand’s identity and the overall message of its marketing campaign. Slogans demonstrate a brand’s core values in just a few words, often using humor, emotion, and personality to emphasize their brand mission.
Slogans are meant to be the most memorable part of ads. For example, you may not remember every McDonald’s commercial you’ve ever seen, but you do remember “Ba-da ba ba ba, I’m lovin’ it.”
Brand slogan vs. tagline
Brand slogans and taglines are often used interchangeably, but they differ. Here’s a breakdown of the two:
Slogans & Taglines
- Slogans: A slogan is more advertising-focused than taglines, encapsulating a brand’s mission and raising awareness about the overall brand.
- Taglines: Taglines narrow in on a particular aspect of the brand rather than telling what a company does.
Yes, they still sound almost exactly the same. To make matters more confusing, slogans are often promoted under a brand’s tagline. In short, while slogans and taglines are closely related, the key difference is how each demonstrates brand positioning.
How to write a brand slogan
Writing a brand slogan is easier said than done, but don’t worry! We’ve got you covered with a few helpful tips on how to write an effective brand slogan:
- Identify your audience: Your brand slogan should speak to your audience. Before writing your slogan, identify your target audience’s values and needs so you can create a slogan that effectively resonates with them.
- Outline your mission: The goal of a slogan is to demonstrate your brand’s core values and mission. Before writing, outline your brand’s mission to ensure you capture that in your slogan drafts.
- Keep it short and simple: Great brand slogans convey a lot within very few words. Avoid complexity and keep it simple. When brainstorming, aim for roughly eight words or less.
- Use power words: Your slogan needs to make an impact, and the best way to do that is to use power words and phrases that invoke emotion and move people to action.
- When in doubt, test it out: During the brainstorming process, you’ll no doubt end up with a few different options for slogans. Test them on your family, friends, and customers through informal polls to understand what appeals to them more. With their feedback, you can further tweak your slogan and improve it.
30 tagline and brand slogan examples to inspire you
Now that you know how to write a brand slogan, get inspired with these 30 tagline and brand slogan examples:
- Nike – “Just Do It.”
- Apple – “Think Different.”
- McDonald’s – “I’m Lovin’ It”
- KFC – “It’s Finger Lickin’ Good”
- Burger King – “Have It Your Way”
- Subway – “Eat Fresh”
- Dunkin’ – “America Runs on Dunkin’”
- Coca-Cola – “Open Happiness”
- Rice Krispies – “Snap! Crackle! Pop!”
- M&M’s – “Melts in Your Mouth, Not in Your Hands”
- Lays – “Betcha Can’t Eat Just One.”
- Walmart – “Save Money. Live Better.”
- Target – “Expect More. Pay Less.“
- Levi’s – “Quality Never Goes Out of Style”
- Mercedes-Benz – “The Best or Nothing”
- Ford – “Built to Last”
- BMW – “The Ultimate Driving Machine”
- Toyota – “Let’s Go Places”
- L’Oréal – “Because You’re Worth It.”
- Maybelline – “Maybe she’s born with it. Maybe it’s Maybelline.”
- De Beers – “A Diamond Is Forever”
- Bounty – “The Quicker Picker Upper”
- MasterCard – “There are some things money can’t buy. For everything else, there’s MasterCard.”
- Allstate – “You’re In Good Hands.”
- The New York Times – “All the News That’s Fit to Print”
- Disney – “The Happiest Place on Earth”
- FedEx – “When it Absolutely, Positively Has to Be There Overnight”
- Dollar Shave Club – “Shave Time. Shave Money.”
- Airbnb – “Belong Anywhere”
- Energizer – “It Keeps Going, and Going, and Going”
1. Nike – “Just Do It.”
When you think of great slogan or tagline examples, one of your first thoughts is probably Nike’s “Just Do It.” It’s to the point, memorable, and embodies the company’s mindset. If you want to do something amazing, just go out and do it.
Nike’s iconic tagline exudes confidence and conveys that you don’t have to be a world-class athlete to succeed. You just do it.
2. Apple – “Think Different.”
Apple’s “Think Different” tagline made a huge splash when it was first introduced. Paired with images of groundbreaking innovators like Salvador Dali, Bob Dylan, Amelia Earhart, and more, Apple’s tagline urged people to think outside the box, even if they’re labeled as “crazy” for doing so.
3. McDonalds – “I’m Lovin’ It”
McDonald’s slogan is one you can’t forget — you can’t help but sing “Ba-da ba ba ba!” when you hear “I’m lovin’ it.” The tagline implies that sure, McDonald’s may not be the healthiest fast-food option, but the taste of their food overrules that. I mean, who can resist those hot, salty, and crispy french fries?
4. KFC – “It’s Finger Lickin’ Good”
KFC’s memorable slogan, “It’s Finger Lickin’ Good,” implies just how good their fried chicken is — it’s so good you be licking your fingers afterward to get every last morsel. Plus, “lickin’” plays on KFC’s southern roots and country-inspired menu.
5. Burger King – “Have It Your Way”
When competing against a fast-food icon like McDonald’s, you’ve got to play up your strengths. Burger King does this in their slogan by highlighting a key aspect of their brand that sets them apart from the competition: their customization. Unlike McDonald’s, Burger King lets customers have food their way via the chain’s flexibility with order combinations and customizations.
6. Subway – “Eat Fresh”
Subway plays up its uniqueness in the fast-food industry by telling customers to “Eat Fresh” via their made-to-order subs created right before them. Rather than settling for greasy fast food, choose a healthier option — sandwiches and soups made with fresh ingredients you can see.
7. Dunkin’ – “America Runs on Dunkin’”
Coffee is fuel, and that’s the sentiment Dunkin’ relies on in their slogan, “America Runs on Dunkin’.” Whereas its competitor, Starbucks, presents their coffee creations as more of a lifestyle or aesthetic, Dunkin’ positions itself as America’s daily fuel.
8. Coca-Cola – “Open Happiness”
Coca-Cola’s advertising has always played up the experience of drinking one of their beverages, and it’s one of the things that made them a heavy hitter during the cola wars. Their “Open Happiness” campaign insinuates that happiness is a choice, not a quest, and it all starts with a Coke.
9. Rice Krispies – “Snap! Crackle! Pop!”
Rice Krispies’s catchy “Snap! Crackle! Pop!” slogan highlights their cereal’s iconic sound when in a bowl of milk and urges people to hear it for themselves. Plus, it’s catchy and memorable.
10. M&M’s – “Melts in Your Mouth, Not in Your Hands”
There are a lot of chocolate companies out there, so M&M’s stepped up their slogan to highlight the quality and convenience of their product. M&M’s slogan, “Melts in Your Mouth, Not in Your Hands,” stands out from the rest by playing off of what makes their product superior — colorful candy shells that don’t turn into a melty mess in your hands.
11. Lay’s – “Betcha Can’t Eat Just One.”
Lay’s advertising slogan plays off the impression that once a bag of their chips is opened, they’ll inevitably get eaten. It’s playful, highlighting the brand’s tone and personality, and even introduces some competition, daring people to try eating only one chip.
12. Walmart – “Save Money. Live Better.”
Walmart’s slogan demonstrates the cost convenience of their brand while playing into people’s emotions. Not only are their products affordable, but they add value to your life. From groceries to clothing and tech, Walmart has everything you need to enrich your life, all at affordable prices.
13. Target – “Expect More. Pay Less.“
Like Walmart, Target uses its tagline to highlight its brand’s financial convenience and quality. Shoppers can always “Expect More” when they visit Target — from home goods to groceries, everything can be found at Target for affordable prices. It’s quality shopping without the outrageous prices.
14. Levi’s – “Quality Never Goes Out of Style”
A classic denim brand that’s been around for over 150 years, Levi’s uses emotion to play up the nostalgia of their brand. As “the original” blue jeans, Levi’s tagline emphasizes the enduring nature of their brand, attributing it to their denim’s high quality.
15. Mercedes-Benz – “The Best or Nothing”
Mercedes-Benz flexes its superiority over other luxury car brands by simply stating “The Best or Nothing.” Their slogan implies the obvious: Mercedes-Benz is the epitome of luxury vehicles, while other brands can’t come close.
16. Ford – “Built to Last”
Ford’s “Built to Last” slogan directly appeals to their target market: hardworking Americans who need a durable truck that can handle tough jobs. Whether they’re blue-collar workers or not, Ford prides itself on building vehicles meant to endure.
17. BMW – “The Ultimate Driving Machine”
Another luxury car brand, BMW, uses its tagline to emphasize one of its top selling points — the idea that its vehicles are thrilling to drive, making them the ultimate car brand to spend your hard-earned money on.
18. Toyota – “Let’s Go Places”
“Let’s Go Places” accomplishes two things for Toyota. First, it speaks to their customers’ eagerness to get out there and explore the world (in their Toyota vehicle, of course). Toyota’s slogan also speaks to its evolution and innovation as a car brand, demonstrating its creativity and ingenuity.
19. L’Oréal – “Because You’re Worth It.”
L’Oréal’s tagline tells people who wear makeup that they’re “worth it.” Rather than play up products themselves, L’Oréal pushed the concept of what their products can give people: confidence and the feeling of being desirable, wanted, and, more importantly, worth it.
20. Maybelline – “Maybe she’s born with it. Maybe it’s Maybelline.”
Another makeup brand with an iconic tagline is Maybelline, which uses it to inspire strength and confidence. Maybe the wearer is just born with it, or maybe it’s the Maybelline makeup that’s enhancing the wearer’s natural beauty. Whatever it is, Maybelline’s tagline definitely had a hand in helping it become the recognizable makeup brand it is today.
21. De Beers – “A Diamond Is Forever”
Diamonds are a girl’s best friend, but they’re also forever. De Beers created one of the most recognizable slogans that exudes luxury, sophistication, and alludes to the fact that diamonds, like your relationship, are eternal.
22. Bounty – “The Quicker Picker Upper”
Bounty’s catchy tagline implies that their paper towels clean up big messes fast. Using the poetic device consonance, Bounty created a tagline that, while it’s changed slightly over the years, is still incredibly catchy and synonymous with the brand.
23. MasterCard – “There are some things money can’t buy. For everything else, there’s MasterCard.”
This tagline example is perfect because it implies that anything is possible when you’re a MasterCard holder. Sure, there are things money can’t buy, but for everything else, MasterCard can get you there with a simple swipe or tap.
24. Allstate – “You’re In Good Hands.”
Allstate’s slogan provides reassurance to its customers –– something that’s incredibly important when working with an insurance agency. “You’re In Good Hands” puts people at ease and implies the reliability of the insurance brand. In a world where anything can happen, Allstate positions itself as an insurance agency that doesn’t waver.
25. The New York Times – “All the News That’s Fit to Print”
The New York Times is a trusted news source, and part of that is its excellent tagline. It reassures its readers that they’re not just printing any story they come across — They focus on publishing the important stories that matter rather than delving into sensationalism.
26. Disney – “The Happiest Place on Earth”
Disney’s “Happiest Place on Earth” slogan for Disneyland has endured since it was first coined in the 1950s. It invokes the pure joy park visitors experience when they visit Disneyland and experience the “magic” it possesses. Even today, people can still buy Disneyland merchandise that sports the iconic slogan.
27. FedEx – “When it Absolutely, Positively Has to Be There Overnight”
While it’s not used as much today, FedEx’s slogan, “When it Absolutely, Positively Had to Be There Overnight,” emphasizes their reliability and efficiency in getting packages delivered fast. Most notably, it alleviates customers’ anxieties about getting important packages where they need to go.
28. Dollar Shave Club – “Shave Time. Shave Money.”
Dollar Shave Club hits the nail on the head with this slogan. It’s punny, straight to the point, and demonstrates two of the brand’s selling points — their service is convenient, and their razors are cost-effective compared to other brands. Plus, it shows off Dollar Shave Club’s overall brand tone and personality.
29. Airbnb – “Belong Anywhere”
Airbnb’s “Belong Anywhere” tagline is a great example of playing on people’s emotions. It implies that no matter who you book with on their platform, you’ll feel at home wherever you stay. Because, quite literally, you’re booking with local people to stay at their cozy homes rather than corporate entities with plain hotel rooms that don’t feel personalized.
30. Energizer – “It Keeps Going, and Going, and Going”
Nobody wants a battery that doesn’t last. Energizer reassures people that their batteries are long-lasting simply by telling them. They’re not just long-lasting — they keep “going, and going, and going.”
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Start brainstorming your brand slogan today
Now that you’ve learned how to write a brand slogan and been inspired by 30 of the top slogans and taglines from major brands, it’s time to start brainstorming. If you find yourself struggling to create the ideal brand slogan, consider partnering with the creative minds at WebFX!
We have over 28 years of experience helping businesses build up their brand identity and show it off through custom digital marketing campaigns, and we want you to be next. Contact us online or give us a call at 888-601-5359 to learn more about our award-winning digital marketing services today!
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Savannah is a content marketer with editorial experience spanning several businesses. Specializing in social media and marketing trends, she loves talking about the latest developments in online marketing. When she’s not writing, Savannah loves traveling, hoarding books and coffee mugs, and adoring her cat. Please don’t ask her about famous true crime cases, or else she’ll tell you all about her theories and get absolutely no work done. -
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