In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services.

The Best Slogans in the World

We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly, it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.

Next up, is Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

What to Do When Crafting a Slogan

Let’s dive in further because chances are if you’re reading this you either work in marketing or are trying to better market your own startup or organization. Crafting a memorable slogan isn’t just about stringing some cool words together. It’s a bit like cooking – you need the right ingredients, and you’ve got to stir it up and present it just right to create a high-quality experience. Here’s what you should keep in mind when whipping up your own:

Clarity: Your slogan should clearly convey what your brand is about. Think of it as the map to your brand’s treasure trove. If people can’t figure out where “X marks the spot,” you’re in trouble.

Simplicity: Remember, simplicity is sophistication’s cooler sibling. Keep it short and sweet. You’re not writing a Shakespearean drama; you’re creating a tagline.

Relevance: Similar to clarity, ensure your slogan relates directly to your product or service. If you sell surfboards and your slogan is “Make Waves,” it’s a bullseye. If it’s “Reach for the Stars,” you might have missed the mark.

Memorability: Make it catchy, but not an annoying earworm. Balance is key.

Originality: Stand out from the crowd. Avoid clichés.

Lastly, remember the tools that are at your fingertips here in the year 2023. With the emergence of generative AI as a daily tool, there has never been a better time to develop slogans. At the very least, they can give you a great launch point for your slogan discovery process. Don’t waste time struggling with writer’s block. 

Fortress Slogan Case Studies

We haven’t always needed to help clients (looking at you, Nike, and Acura) discover their slogans when working with them, but when we do it’s a treat. It allows all of our departments to harness their creativity in a way that will leave an impact and outlive the project’s scope.

Kaplan Law Firm: Helping You Get Debt-Free, Stress-Free

 Recently we were honored to complete a total rebrand of Kaplan Law Firm, a Chicago student loan and bankruptcy law firm led by Rae Kaplan. Aside from the visual reimagining of the brand, we also came up with a new slogan for the firm which is “Helping You Get Debt-Free, Stress-Free.” We presented this option to Rae and her team along with several others, and came to the mutual conclusion that this slogan accomplishes the most for the brand. It’s catchy but not corny and is short enough to be featured on billboards, in short-form digital ad copy, and throughout the new website.

Atar Capital – Art of Possible

Another slogan Fortress defined for a client as part of a rebranding campaign was “Art of Possible” for the Los Angeles-based private equity firm, Atar Capital. Looking back at the tenets of a good slogan, this one checks the boxes. It is brief, speaks to their mission of generating immense value for their portfolio companies, and is memorable. Much like Kaplan Law Firm’s, this slogan has proven to be an effective tool for brand recognition and establishing a rapport with a broader audience. It is displayed prominently on the homepage of their website, is used in social media marketing, email campaigns, and more. 

As we wrap up our journey through the world of slogans and branding, we hope you’ve gained valuable insights into this tricky art form. Remember, a great slogan is like a firm handshake; it leaves a lasting impression, forging a connection between your brand and your audience. No matter the size of your company, the power of words knows no bounds when it comes to building a brand that resonates. So, as you embark on your own branding adventure, reach out to us at Fortress Consulting. We’re here to make your brand shine, one clever slogan at a time.

Cheers to the journey ahead.