Slogan
A slogan is a short, memorable phrase that communicates your brand’s identity and the value of your product or service. It’s built to grab attention quickly, often in just a few words.
What is a slogan?
An effective slogan can help define your business' brand identity, allowing you to connect with the right customers and stay top-of-mind when they’re ready to buy. A good slogan is built to grab attention quickly, often in just a few words. The most iconic slogans make a lasting impression and evoke emotions, which helps customers recall your business later when they’re ready to make a purchase. It also builds trust and brand loyalty.
Successful slogans are short, clear, and built around a key benefit or message. They often focus on the customer experience, a promise, or the result you provide—plus, they can be a chance to show a little personality.
Slogans work well in situations where you only have a few seconds to get your message across because they’re easy to remember and repeat. That makes them ideal for various marketing materials, such as digital ads, commercial advertising, billboards, T-shirts, stickers, and social media.
You might use catchy slogans in a marketing campaign when you launch a new business or release a new product or service. You can also use a well-crafted slogan on your storefront, website, and packaging.
Slogans serve a different purpose from a motto. A motto is usually more about your brand’s values or long-term purpose. It’s a “rallying cry” that reflects your beliefs or your brand’s mission. A slogan is more focused on marketing and communication—it helps you sell your product or service by showing why your company stands out.
Here are a few examples of great slogans:
- “Shave Time. Shave Money.” — Dollar Shave Club
- “The Ultimate Driving Machine” — BMW
- “Because You’re Worth It” — L’Oréal
- “It's Finger Lickin' Good.” — KFC
- “The Quicker Picker Upper” — Bounty
- “Melts in Your Mouth, Not in Your Hands.” — M&Ms
Each of these slogans highlights what the company offers, has emotional appeal, and supports the brand’s message. They’re short, easy to remember, and designed to create brand recognition.
FAQs
How important is a slogan?
A good slogan can help people remember your company’s product and what makes it special. While it’s not required, it can be a powerful part of creating a strong brand identity and marketing strategy. The most iconic slogans give your brand a voice, evoke emotions, and make a lasting impression.
Should you trademark a slogan?
If you want to protect it from being used by others, it’s a good idea to trademark your slogan. This gives you legal rights and helps prevent confusion with other brands. It’s especially helpful for iconic slogans that you think will play a big role in your brand’s identity or marketing.
How much does it cost to trademark a slogan?
Trademarking a slogan through the U.S. Patent and Trademark Office usually costs $350 per class of goods or services. You can only trademark one slogan per application and you may want to trademark it in multiple classes if your good or service falls under more than one classification. For example, you might have a financial services software you want to trademark under both Class 9 for software and Class 36 for financial services. These applications would cost $700 in total. You may incur additional fees for things like not providing enough information or using extra words in the free-form text box.