Brand slogans: our top five faves

When done well, a brand slogan can be gamechanging. But crafting a winning line isn’t as easy as it looks.

In fact, it’s one of the toughest copywriter tasks. Why? Because you have to encapsulate a brand’s greater purpose in just a handful of words. But it doesn’t stop there; a brilliant brand slogan has rhythm and energy…and it absolutely has to inspire the audience.

Whilst it’s a difficult task, it’s also incredibly rewarding. There really is nothing better than crafting a slogan that epitomises a brand perfectly. But what does a great slogan look like? Let’s take a look at some of our personal favourites.

1. Nike: Just Do it

If there was a tagline king, this would be it. Nike’s ‘Just Do It’ sums up the brand’s purpose brilliantly, inspiring every individual to grab life by the horns and thrive. It’s all about overcoming excuses, inspiring action and pushing limits. Created in 1988 by advertising agency Widen + Kennedy, the tagline just doesn’t seem to age ‒ in fact, it feels more relevant today than ever before. 

2. Airbnb: Belong Anywhere

This tagline is, quite simply, genius. Airbnb has revolutionised travel by making people feel ‘at home’ wherever they go. It’s not about places ‒ it’s about the generosity of hosts and the experiences of guests. This tagline encapsulates this sentiment perfectly, communicating Airbnb’s higher purpose with just two perfectly placed words. 

3. Marmite: You Either Love It Or Hate It

This slogan wins the bravery award. It takes guts for a brand to highlight its shortcomings, but, in Marmite’s case, it’s totally paid off. ‘You Either Love It Or Hate It’ celebrates the divisiveness of the spread, harnessing humour to communicate the ‘truth’ of the product without harming its reputation. It’s so successful that the phrase ‘like Marmite’ is regularly used to describe something that’s either loved or hated. 

4. Pimm’s: It’s Pimm’s o’clock

There’s no doubt that ‘It’s Pimm’s o’clock’ has become an iconic slogan. This quintessentially English tipple is synonymous with British summertime, and that wonderful moment it becomes socially acceptable to crack open the bottle. Cleverly designed to conjure up those heady afternoons sipping with friends, this is a fantastic example of how a brand can work its way into the consciousness of its audience.

5. L’Oréal: Because You’re Worth It

Originally coined in 1971 as ‘Because I’m Worth It’, this confidence-boosting slogan was the first advertising message to promote self-esteem. It’s since become one of the most well-known slogans of all time. With an emphasis on people rather than products, “Because You’re Worth It” focuses on what L’Oréal gives their audience: confidence and self-worth. It’s a classic example of how powerful audience-centric marketing can be.

And that’s a wrap! There are many, many more fantastic brand slogans out there, and whilst they’re all unique, they have something in common: authenticity, memorability and originality. At Halo, we delight in the process of creating them ‒ it’s a magical moment when we get that eureka moment. By taking the time to understand a brand’s DNA, we’re able to craft meaningful messaging that packs a punch. Because when it comes to moving audiences, there’s no room for mediocrity. 

If your brand needs an awesome slogan, get in touch ‒ we’d absolutely love to help.