How to write a great and meaningful slogan: 11 steps to make your brand stand out

According to many marketing studies, users only take 3–5 seconds to remember or ignore a message. This means a slogan not only needs to be good, but also concise, memorable, and address the right need. This is precisely why more and more people are looking for ways to write good slogans for business, advertising, or personal branding.

In fact, an effective slogan can increase brand recognition by up to 80%, and make customers remember you longer than ordinary content. But how do you write a phrase that is both simple and "sticks" in the reader's mind?

In this article, you will be guided on how to write a good, memorable slogan that resonates with customer insights, along with practical principles to apply immediately to your products, services, or campaigns. You don't need to be a professional to create an impressive slogan if you know the right approach.

Part 1: Tips for finding unique slogan ideas

Step 1: Understanding the brand to write a slogan

Understand the brand before writing a slogan

• Research information from the company's website, introductory materials, and social media
• Discuss with internal staff to grasp the history, direction, and what has been attempted previously
• Identify the main products/services and core values the brand wants to convey
• This is a foundational step in how to write a good slogan because without a clear understanding of the brand, the slogan can easily become generic and lack impact.

Define the target audience and brand tone of voice

• Clarify the target audience: age, needs, search behavior
• Determine the tone of voice: youthful, professional, friendly, or premium
• Understand what customers care about to incorporate it into a memorable, insightful slogan
• An effective slogan always says what customers want to hear, not just what the business wants to say.

Find differentiating factors from competitors

• Research brands in the same industry to avoid message overlap
• Clearly define: what do you have that competitors don't? (better price, higher quality, unique experience, etc.)
• The slogan needs to convey the "reason to choose you," helping the brand stand out from the first read.
• This is an important factor to help a marketing slogan be more memorable.

Choose a single core benefit

• Don't try to cram too many ideas into one slogan.
• Focus on the clearest benefit of the product/service.
• For example: faster, cheaper, more durable, or more convenient.
• Once you have the "main idea," it will be easier to craft words to create a concise, impressive, and memorable slogan

Step 2: How to research effective slogans

Research prominent slogans in the market

• Look at good, memorable slogans from big brands and competitors in the same industry.
• Jot down phrases that you instantly remember or have heard many times.
• Compare to see what common points they have: short, clear, easy to read, or evoke emotion.
• The goal is not to copy but to understand the "formula" of a successful slogan

Analyze commonalities of impressive slogans

• Concise: usually only 2–5 words, easy to remember.
• Clear message: conveys a single main idea.
• Evokes positive emotions: makes readers interested, trusting, or inspired.
• Distinctive: not easily confused with competitors.
• These are core elements in how to write a good and professional slogan

Understand how slogans impact user emotions

• A good slogan not only talks about the product but also creates a feeling.
• For example: inspiring, building confidence, or bringing joy.
• When users "feel," they will remember and choose the brand more easily.
• This is a crucial factor that helps marketing slogans deeply penetrate customers' minds.

Focus on length and rhythm of wording

• Prioritize short phrases that are easy to say aloud.
• Have a rhythm or slight rhyme to enhance memorability.
• Avoid overly long sentences or those containing complex information.
• A concise, rhythmic slogan is often more viral.

Consider humor or creativity

• You can add a bit of wordplay, metaphor, or light humor.
• Helps the slogan become more distinctive and interesting.
• However, it needs to be appropriate for the industry and brand image.
• Proper creativity will make a slogan impressive and more likely to go viral.

Step 3: Choosing a slogan message based on brand position

Determine brand position in the market

• Evaluate actual recognition: new, developing, or established.
• See which segment the brand is in: mass-market, mid-range, or premium.
• Understanding the level of influence will help you choose the right way to write a market-appropriate slogan
• This is an important step to avoid writing a good slogan that doesn't match the brand's stature

Adjust slogan according to recognition level

• For new brands:
  • The slogan should be introductory, easy to understand, and clearly state the benefits.
  • Focus on answering the question: “What does the customer gain?”
• For established brands:
  • The slogan can be shorter, assertive, or inspiring.
  • No need for much explanation, just emphasize core values.
• This principle helps write good slogans suitable for each stage of development.

Determine the slogan's objective (maintain or change direction)

• If it's an entirely new slogan: it needs to clearly reflect the current positioning.
• If changing an old slogan:
  • See if the brand is repositioning or expanding its market.
  • Ensure the new slogan doesn't lose the old value that customers are accustomed to.
• An effective marketing slogan always comes with a clear strategy, not just words.

Align with the nature of the product/service

• Entertainment products:
  • Slogan should be cheerful, light, and approachable.
• Premium or highly specialized products:
  • Slogan should convey reliability, class, and credibility.
• Avoid incongruity between the product and the message.
• This factor helps make a slogan impressive while still aligning with the brand perception.

Maintain consistency across all messages

• The slogan needs to be consistent with the brand's image, marketing content, and customer experience.
• Avoid using a slogan that is too different from what the brand is currently communicating.
• Consistency builds trust and long-term memorability.
• This is the foundation for building a memorable and enduring slogan in customers' minds.

Step 4: How to brainstorm effective slogan ideas

Write down all ideas that come to mind

• Immediately record every idea, even if it sounds "silly."
• Do not evaluate right or wrong at this stage.
• A small idea can develop into a good, breakthrough slogan
• This is an important step in how to write a good slogan because creativity requires initial freedom.

Brainstorm with your team to broaden perspectives

• Continuously exchange ideas with teammates.
• Listen to various ways of expressing the same message.
• Combine multiple small ideas into a complete phrase.
• Teamwork helps increase the likelihood of creating creative and distinctive slogans

Don't edit or filter ideas too early

• Avoid limiting your thoughts from the start.
• Don't discard ideas just because they aren't "perfect" yet.
• Focus on quantity first; quality will be refined later.
• This principle helps you not miss out on potential slogan ideas

Start with a long sentence then gradually shorten it

• You can write a full sentence, even with rhythm.
• Then refine it into a shorter version.
• Keep the main idea and most important emotion.
• This method helps create concise, memorable slogans that are still meaningful.

Prioritize quantity of ideas before selecting

• Set a goal to write many different versions.
• Compare and choose the most outstanding phrases.
• Try reading them aloud to see which are easy to remember and say.
• This step helps you find the most impressive and suitable slogan

Step 5: How to Choose the Best Slogan

Select the 5 Most Promising Slogan Ideas

• From the brainstormed list, filter out about 5 outstanding phrases
• Prioritize phrases that clearly express benefits and are easy to understand
• Doesn't need to be perfect yet, just needs "material" to develop
• This is an important step in how to write a good slogan to go from many ideas to a clear direction

Accept Initial Imperfect Phrases

• Slogans at this stage might still be long or not smooth
• That's completely normal in the creative process
• The important thing is to retain the main idea and core message
• From these "rough" versions, you can easily refine them into concise, memorable slogans

Continue to Refine and Develop Ideas

• Rewrite many different versions from the same idea
• Try changing words, structure, or rhythm
• Compare to find the best expression
• This step helps upgrade ideas into impressive and professional slogans

Always Be Ready to Change if a Better Idea Arises

• Don't "commit" too early to one slogan
• If a new, better idea appears, be ready to replace it
• The slogan writing process is continuous testing and selection
• Flexibility helps you find the most effective marketing slogan

Ensure the Slogan Aligns with the Product and Brand

• Check if the slogan accurately reflects the product's value
• Is it easy for the target customer to understand?
• Does it create a positive and distinct feeling?
• This is the final criterion for choosing a suitable and memorable slogan

Part 2: How to Write Concise, Memorable Slogans

Step 1: How to Determine Core Values for Slogan Writing

Describe the Brand in One Concise Sentence

• Summarize the brand in one easy-to-understand sentence
• Quickly answer: who are you, what do you do
• Avoid rambling, keep only the most important information
• This is the foundation for developing concise, memorable slogans

Clearly Define the Value Proposition

• What benefits do you bring to customers?
• Who is the target customer?
• Why should they choose you instead of a competitor?
• A clear value proposition will make finding great slogan ideas easier

Focus on Key Benefits Instead of General Descriptions

• Don't just say what you do, but what customers gain
• Prioritize the most prominent benefits (faster, better, more convenient, etc.)
• Avoid listing too many strengths in one sentence
• This is how to create marketing slogans that hit customer needs

Express with as Few Words as Possible

• Try to reduce the descriptive sentence to its simplest form
• Remove unnecessary words
• Keep the main idea clear and easy to understand
• This helps you form the foundation for writing effective and concise slogans

Find a "Perspective" to Develop Slogans

• After having a short descriptive sentence, try to vary the expression in many ways
• Change words to create different emotions or emphasis
• Find a way that is both simple and impressive
• This is an important transition from information to impressive, memorable slogans

Step 2: How to Find Your Brand Story for Slogan Writing

Synthesize Information to Identify the "Common Thread"

• Gather everything: brand history, value proposition, existing slogan ideas
• Find recurring commonalities: goals, emotions, key messages
• Determine the question: what is this brand "telling" customers?
• This step helps shape the foundation for writing deep and meaningful slogans

Build a Clear Brand Story

• Define the journey: why was the brand created? what problem does it solve?
• What role do customers play in that story?
• What is the ultimate outcome the brand delivers?
• A clear story will help you create impressive and meaningful slogans

Learn Storytelling from Movies and Books

• Observe movie and book taglines: short but intriguing
• How they summarize an entire story in just a few words
• Apply this thinking to create concise yet evocative slogans
• This is a real source of inspiration to improve marketing slogan writing skills

Turn the Story into an Evocative Message

• No need to tell the whole story, just "hint" enough to make readers curious
• The slogan should resemble a promise or an invitation to explore
• Focus on emotion and benefit rather than detailed description
• This helps create memorable and shareable slogans

Ensure the Story is Consistent with the Brand

• The slogan must accurately reflect the brand's values and image
• Avoid telling a story unrelated to the product
• Consistency helps increase credibility and long-term recall
• This factor ensures that a good slogan is not only attractive but also sustainable in customers' minds

Step 3: How to Write Concise, Memorable Slogans

Keep the Slogan Very Short but Sufficiently Meaningful

• The goal is to say a lot in few words
• Prioritize simple, easy-to-read, and repeatable phrases
• Avoid stuffing too much information into one sentence
• This is the core principle in writing good, concise slogans

Put Yourself in the Customer's Shoes

• Imagine customers contemplating their choices
• The slogan should appear as a "quick suggestion" in their mind
• Answer the question: why should they choose you right now?
• This method helps create memorable slogans that meet search needs

Emphasize a Single Outstanding Benefit

• Choose one clear strength to convey
• For example: faster, more convenient, more unique
• Do not try to say everything in one sentence
• This helps make marketing slogans clearer and easier to remember

Create Motivation or Positive Emotion

• The slogan should make readers want to act or feel excited
• It could be a feeling of confidence, comfort, or inspiration
• An emotional slogan will "stick" longer in customers' minds
• This is a factor that makes slogans impressive and widely spread

Clearly Position the Brand in the Customer's Mind

• The slogan needs to show how you are different from other options
• Help customers remember you when they have a need
• Position the brand correctly in users' thoughts
• This is the final step to create an effective and long-lasting slogan

Step 4: How to Write Memorable and Impressive Slogans

Create Rhythm and Rhyme for the Slogan

• Prioritize phrases with natural sounds, easy to read aloud
• Can use alliteration, wordplay, or light rhyme
• Rhythm helps the phrase "stick" in memory faster
• This is an important factor in writing good, memorable slogans

Keep the Phrase Short to Increase Memorability

• The shorter the slogan, the easier it is to repeat
• Avoid long sentences or complex structures
• A 3-6 word phrase is often more effective
• This is the foundation for creating concise, impressive slogans

Clearly Convey Benefits and Uses

• Let the reader know what the product can do
• Naturally embed the main benefits
• No lengthy explanation needed, just get straight to the point
• This makes a marketing slogan both good and practically valuable

Use Verbs to Create a Sense of Action

• Use stimulating words like: discover, experience, conquer...
• Make the slogan feel like a gentle call to action
• Help readers feel like trying or acting immediately
• This is how to increase the effectiveness of a slogan that attracts customers

Create a sense of fun or familiarity

• Can add a touch of light humor or friendliness
• Helps the slogan be easily spread and remembered
• Especially suitable for consumer products or general services
• This is the secret to creating impressive and viral slogans

Step 5: How to effectively shorten your slogan

Keep the slogan short and concise

• After writing many versions, go back and shorten it as much as possible
• Eliminate redundant words, keeping only the most important key ideas
• Goal: understand in one read, remember in one listen
• This is a core principle in how to write good, concise slogans

Optimize length based on user behavior

• Ideal slogans are usually around 3-9 words
• Similar to email subject lines: the shorter, the more attractive
• Readers don't have much time, so the message must go straight to the point
• This helps increase the effectiveness of memorable marketing slogans

Create space to pique curiosity

• No need to say everything in the slogan
• A little "missing" will make readers want to learn more
• Hinting instead of explaining is a way to maintain attention longer
• This is the secret to making slogans impressive and attractive

Convey the message quickly in a few seconds

• A slogan needs to convey value immediately
• If readers have to think too long, the slogan isn't effective
• Try reading it quickly: if the meaning isn't clear, shorten it
• This is an important factor in how to write memorable slogans

Prioritize simplicity with inspiring content

• Simple wording but must evoke emotion or meaning
• A good slogan doesn't need to be complex to be inspiring
• The simpler, the higher the viral potential
• This is the foundation for creating good and timeless slogans

Step 6: How to write honest and trustworthy slogans

Ensure the slogan accurately reflects the brand's reality

• Compare the slogan with existing products/services
• Ask yourself: does the customer's actual experience match the message?
• If not, adjust it from the beginning
• This is an important factor in how to write good and sustainable slogans

Avoid using exaggerated, unsubstantiated language

• Limit phrases like: "number 1", "best", "only"...
• These words can easily lead to a loss of trust if not proven
• Instead, focus on specific and realistic benefits
• This makes marketing slogans more trustworthy

Prioritize clarity over "loudness"

• A simple, true statement is more effective than a flowery one
• Customers nowadays tend to believe specific information
• The more honest the slogan, the easier it is to build goodwill
• This is how to build memorable and long-lasting slogans

Re-evaluate from the customer's perspective

• Put yourself in the buyer's shoes: do they believe this slogan?
• If it sounds "too good to be true," it needs to be adjusted
• Trust is the deciding factor in purchasing behavior
• This step helps refine impressive slogans that don't cause offense

Build trust instead of just attracting attention

• Slogans are not just for attracting but also for retaining customers
• An honest message will help a brand grow long-term
• Trust accumulated over time is stronger than any advertising gimmick
• This is the core foundation of a good and truly effective slogan

Tips for writing short, memorable slogans

Keep slogans short and easy to understand

• Prioritize short, clear sentences that are understood in one read
• Avoid verbose or complex layered meanings
• The "shorter and sweeter," the higher the memorability
• This is an important principle in how to write good, memorable slogans

Understand who you are talking to

• Determine the age, gender, region, and habits of your customers
• Each group will suit different wording and tone
• The slogan needs to "speak the language" of the target user
• This helps marketing slogans effectively meet search needs

Create many options before selecting

• Write as many slogans as possible in the initial stage
• Don't limit ideas to increase creative potential
• Then choose the most outstanding ones
• This helps find impressive and distinctive slogans

Work in groups to broaden ideas

• Discuss with others to gain new perspectives
• Combine ideas from multiple people to create more complete sentences
• Brainstorming helps discover unique expressions
• This step effectively supports how to write good slogans

Avoid using overly complex language

• Limit jargon or words that are difficult for the general public to understand
• Prioritize common, familiar, and easy-to-read words
• The slogan needs to be suitable for the majority of users
• This is a factor that helps create short, easily viral slogans

References

1. Rocket Media. (n.d.). Steps for creating a voice and tone guide. Retrieved from https://rocketmedia.com/blog/steps-for-creating-a-voice-and-tone-guide
2. Hongkiat. (n.d.). 77 catchy and creative slogans. Retrieved from http://www.hongkiat.com/blog/77-catchy-and-creative-slogans/
3. Skok, M. (2013). 4 steps to building a compelling value proposition. Forbes. Retrieved from http://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/
4. Business Insider. (2012). How to write a slogan. Retrieved from http://www.businessinsider.com/how-to-write-a-slogan-2012-11
5. Small Business Trends. (2015). What makes slogans work (Infographic). Retrieved from http://smallbiztrends.com/wp-content/uploads/2015/02/what-makesslogansworkig.jpeg
6. The Atlantic. (2011). The science of slogans: The best and worst ad campaigns of all time. Retrieved from http://www.theatlantic.com/business/archive/2011/07/the-science-of-slogans-the-best-and-worst-ad-campaigns-of-all-time/242591/
7. Neuroscience Marketing. (n.d.). The power of rhyme in marketing. Retrieved from http://www.neurosciencemarketing.com/blog/articles/rhyme.htm
8. Harkleroad, S. (n.d.). Expert interview: Marketing & branding insights.
9. MarketingSherpa. (n.d.). Email subject line length and performance. Retrieved from http://www.marketingsherpa.com/article/chart/subject-line-length-success
10. Stillman, J. (n.d.). The perfect length for an email subject line. Inc. Retrieved from https://www.inc.com/jessica-stillman/the-perfect-length-for-an-email-subject-line.html

Content edited by: Rene Lee Nguyen.

Information consulted and verified by expert: Sarah Harkleroad.