{"id":60609,"date":"2020-05-25T10:34:11","date_gmt":"2020-05-25T07:34:11","guid":{"rendered":"https:\/\/newblog.creatopy.com\/blog\/?p=60609"},"modified":"2023-07-24T14:15:48","modified_gmt":"2023-07-24T11:15:48","slug":"catchy-phrases-taglines","status":"publish","type":"post","link":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/catchy-phrases-taglines\/","title":{"rendered":"5 Ways to Write Catchy Phrases and Irresistible Taglines"},"content":{"rendered":"

Chances are, if you think of a brand you like, you recall not only its name, the logo, and the color palette, but something more powerful than that\u2014the feeling it evokes.\u00a0<\/span><\/p>\n

A brand is like a person. If these basic elements are your company’s name, face, and personality, a catchy slogan is like its voice.<\/span><\/p>\n

<\/p>\n

Or more precisely, the way it greets you the first time you meet. <\/span><\/p>\n

And you know how important first impressions are.<\/span><\/p>\n

Not all big brands have catchy slogans, though, while some of them create a new one for each major campaign. <\/span><\/p>\n

So no, having a catchy tagline or slogan is not the cornerstone of success, and by no means, you don’t need to hit the nail right on the head the first time.\u00a0<\/span><\/p>\n

But having a catchy slogan up your sleeve is undoubtedly a great way to cut corners when approaching your audience, and a useful tool in your arsenal when it’s time to get creative.\"\"<\/a> <\/span><\/p>\n

And most importantly, you and your team get to have lots of fun coming up with something memorable.<\/span><\/p>\n

Let’s get our definitions straight before we get down to the nitty-gritty of writing short, catchy phrases to attract customers.\u00a0<\/span><\/p>\n

What Is a Slogan?<\/span><\/h2>\n

A slogan is a catchphrase or short combination of words that identifies a product\/company or encompasses the appeal of an offering.\u00a0<\/span><\/p>\n

Slogan vs. tagline<\/span><\/h3>\n

In marketing, we use numerous tools. <\/span><\/p>\n

These often serve the same purpose, or at least the overlap is so significant that a bit of confusion regarding the terms is inevitable. <\/span><\/p>\n

Although the words slogan<\/em> and tagline<\/em> tend to be used interchangeably, they’re not exactly the same.<\/span><\/p>\n

While <\/span>taglines <\/b>are an almost permanent motto of a company or a super-condensed form of a mission statement, a <\/span>slogan <\/b>may also be a temporary catchphrase, aimed at the promotion of a specific campaign or product. <\/span><\/p>\n

But that’s not to say companies don’t use their catchy taglines in when making online advertisements<\/a>\u2014hence the confusion.<\/span><\/p>\n

To better understand the difference, it’s best to take a look at Apple.<\/span><\/p>\n\n\n\n\n\n
Tagline<\/b><\/td>\nSlogan<\/b><\/td>\n<\/tr>\n
\"apple<\/td>\n\"apple<\/td>\n<\/tr>\n
Image source<\/a><\/td>\n\u00a0Image source<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Think different<\/span><\/i>, arguably their most memorable motto over the years, is both a provocative call and a vague description of the values the tech giant has always stood for. <\/span><\/p>\n

It’s suitable to describe the entire company as a standalone statement, but also to add it next to a specific product in a campaign. <\/span><\/p>\n

This makes it a tagline.\u00a0<\/span><\/p>\n

On the other hand, <\/span>1,000 songs in your pocket, <\/span><\/i>the catchphrase that introduced the very first iteration of the iPod, is a classic example of a slogan. <\/span><\/p>\n

While just as impactful at its time, it had always required more context to make sense, and it was clearly only meant to be used for this specific product.<\/span><\/p>\n

What Makes a Slogan Work?<\/span><\/h2>\n

Slogans are not merely catchy marketing phrases. <\/span><\/p>\n

They’re meant to persuade and act as a shadow identity of a brand<\/a> while promoting a specific product or service. <\/span><\/p>\n

What’s more, a genuinely successful slogan is also a long-term commitment. <\/span><\/p>\n

But let’s break it down into more concrete terms to see what are the traits that make them work:<\/span><\/p>\n

1. They’re memorable<\/span><\/h3>\n

The whole point of a slogan is to make your brand easier to recognize<\/a>. <\/span><\/p>\n

The window of opportunity is narrow, so it has to be brief, impactful, and versatile enough to work in print ads<\/a>, product packaging, video marketing, merch, or any other channels.\u00a0<\/span><\/p>\n

Some of the best slogans have also stood the test of time, having been launched decades ago. <\/span><\/p>\n

Example:<\/span> <\/i><\/p>\n

\u201cYou\u2019re not you when you\u2019re hungry\u201d<\/span><\/i> \u2013 Snickers<\/span><\/p><\/blockquote>\n

2. They highlight a benefit<\/span><\/h3>\n

It’s all about propelling sales at the end of the day, so it doesn’t hurt if your slogan delivers a pitch at the same time. <\/span><\/p>\n

It doesn’t have to describe the product\u2014a slogan doesn’t have the bandwidth to go into much detail anyway. <\/span><\/p>\n

Instead, think of emotions you can tap into, or a promise that you can deliver on, by using catchy sales phrases.<\/span><\/p>\n

Example: <\/span><\/p>\n

\u201cThe ultimate driving machine\u201d \u2013 BMW<\/span><\/p><\/blockquote>\n

3. They set you apart<\/span><\/h3>\n

A good slogan can do its part in increasing your market share, but the tighter the competition, the more creative you’ll need to be.<\/span><\/p>\n

It’s convenient to use superlatives, but it’s a double-edged sword. <\/span><\/p>\n

Sacrificing your credibility for a catchy saying is never worth it. Also, be careful how close you hit to your competitors because the risk of a lawsuit may outweigh the potential gain.<\/span><\/p>\n

Example: <\/span><\/p>\n

\u201cThe make-up of make-up artists\u201d<\/span><\/i> \u2013 Max Factor<\/span><\/p><\/blockquote>\n

4. They’re positive<\/span><\/h3>\n

No secret here\u2014you catch more flies with honey than vinegar. <\/span><\/p>\n

The best taglines and slogans use words that are positive, upbeat, and empowering. <\/span><\/p>\n

Keep in mind that you’re writing a mini statement that catches the heart, and you don’t want it to backfire in any way.<\/span><\/p>\n

Example:<\/span> <\/i><\/p>\n

\u201cFinger lickin’ good\u201d<\/span><\/i> \u2013 KFC<\/span><\/p><\/blockquote>\n

How to Write a Catchy Slogan<\/span><\/h2>\n

This is the tricky part, but one way to get the creative juices flowing is to narrow it down to the type of slogan you want to go for.\u00a0<\/span><\/p>\n

There are four main categories depending on your goals and the tone of voice you want to use: imperative, descriptive, superlative, and provocative slogans. <\/span><\/p>\n

Let’s dive deeper into these and see some examples while we’re at it:<\/span><\/p>\n

1. Call them to act\u2013imperative slogans<\/span><\/h3>\n

Imperative slogans sound like a call to action<\/a>, but with more of a punch and perhaps less specific than what you’d use in day-to-day communication.\u00a0<\/span><\/p>\n

More often than not, they begin with a verb. Here’s an example of a catchy food slogan.<\/span><\/p>\n