It's memorable.
Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief, catchy few words can go a long way in advertisements, videos, posters, business cards, swag, and other places.
It includes a key benefit.
Ever heard the marketing advice, "Sell the sizzle, not the steak"? It means sell the benefits, not the features -- which applies perfectly to slogans. A great slogan makes a company or product's benefits clear to the audience.
It differentiates the brand.
Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors? (Check out our essential branding guide here.)
It imparts positive feelings about the brand.
The best taglines use words that are positive and upbeat. For example, Reese's Peanut Butter Cups' slogan, "Two great tastes that taste great together," gives the audience good feelings about Reese's, whereas a slogan like Lea & Perrins', "Steak sauce only a cow could hate," uses negative words. The former leaves a better impression on the audience.
Now that we've covered what a slogan is and what makes one great, here are examples of some of the best brand slogans of all time. (Note: We've updated this post with several ideas folks previously shared with us in the comments.)
22 Catchy Business Slogans & Taglines
"Just Do It"
"Think Different"
"Shave Time. Shave Money"
"Because You're Worth It"
"Got Milk?"
"There are s