Brand taglines and what we can learn from the greats

June 27, 2025

Why a few words can shape your brand

Every brand has a story tucked into a few simple words. Those words live in taglines or slogans. They capture what a brand is about and invite people in.

A memorable tagline feels like a friendly nudge. It tells your audience a little truth about who you are. It can be a promise of joy, a hint of adventure or a wink of authenticity. As brand marketers, we know those few words can make all the difference.

Let's talk taglines

Taglines began in the 1800s as straightforward claims. “Worth a guinea a box” sold pills by promising value. Over time, taglines evolved. In the 1950s they became jingles and mascots, like “Snap Crackle Pop” for cereal. By the 1960s, slogans could be playful and honest. “We try harder” told people something real about a challenger brand. Today they serve as emotional touchpoints in a crowded media world.

Lessons from iconic slogans

Some slogans stand the test of time. Think of Nike’s “Just Do It.” It’s short and active, like a friendly coach. It taps into motivation. Or L’Oréal’s “Because you’re worth it.” It invites every person to feel valued. McDonald’s “I’m lovin’ it” feels casual and warm, like a shared moment.

These taglines work because they speak simply, yet deeply. They feel true to the brand and to the people who use them. They tap into emotion. They help consumers see a piece of themselves in the message.

What research tells us

Science shows that slogans use four key drivers.

First, memory. Rhymes, rhythms and wordplay help lines stick. “Snap Crackle Pop” leaps off the tongue.

Second, emotion. Slogans that make us feel something form stronger bonds. “Priceless” by MasterCard reminds us of moments money can’t buy.

Third, ease of processing. Simple, familiar words feel comfortable. They work best for brands people already know. But if you are building brand awareness, a slightly unusual word can make your slogan more memorable.

Fourth, identity. A slogan can become part of how people describe themselves. “Think Different” invited Apple fans to see themselves as creative rebels.

Over the years, researchers found that short, abstract slogans are liked more. Longer, concrete slogans that include the brand name are remembered better. A brand can decide which outcome matters most—instant warmth or lasting recall.

Crafting your own slogan

Start with your core idea. What is your brand’s promise or purpose? Looking for something honest helps you avoid empty hype.

Choose simple language. Everyday words create a natural tone. You want people to grasp your message at a glance.

Aim for emotion. Think beyond features to how you want people to feel.

Test for clarity. If people pause to ask “What does that mean?” you might need to simplify.

Decide what matters most. If you need recognition in a noisy market, a distinctive phrase can help people remember you. If you are building on an established reputation, a fluent, easy line can reinforce warmth.

Align it with your brand voice. If your brand is playful, let your slogan show that. If your brand is thoughtful or caring, reflect that in your choice of words.

A few tips to remember

• Keep it under five words when you can. Each extra word adds complexity.

• Avoid jargon. Speak like a neighbor, not a boardroom.

• Think about translation. If you are global, choose words that travel across languages.

• Stay authentic. Your slogan should ring true when people experience your product or service.

Words into action

Imagine a new fitness brand. You might start with a promise of confidence. A slogan like “Find Your Strong” invites emotion and identity. It is short, clear and active. It hints at transformation without drama.

Or picture a family skincare line. You could build on safety and care. “Gently Made for Every Kind of Skin” is longer, but it tells the story. It uses familiar words and includes the brand’s principle of gentle care.

Each slogan test shows whether people connect and remember. You can try fluent and slightly distinct versions, then compare reactions. A few focus groups or surveys go a long way.

Bringing Taglines into your world

When you find your slogan, weave it into every touchpoint. Use it on your website header, in social posts, on packaging and in video captions. Let it be the thread that ties your story together.

Remember that a slogan is a living brand asset. Watch how people use it in conversation. Does it enter their social media posts or become a phrase they repeat? That’s your sign it has taken root.

A slogan for today

In our world of scrolling feeds and busy schedules, a clear slogan cuts through the clutter. It delivers a moment of insight. It gives people a shorthand for what you stand for and how you can make their lives brighter.

Whether you aim for instant warmth or lasting recall, the right words can shape how people see your brand. So gather your team, spark your creativity and give your brand a phrase worth remembering.

Taglines are small invites. They bring people closer to your brand story in a friendly, human way. When your slogan feels true to your purpose and to the people you serve, it becomes a piece of shared language.

Let your next tagline be more than just words. Let it be a spark of connection. And when it lands, you’ll find your audience ready to share it with friends, family and followers alike.

With a slogan that speaks from the heart, every message becomes a chance to welcome someone new into your world.

At Buenote we've built a template you can use or customize that leverages the great taglines mentioned as examples with the guidelines we've discussed to provide some really great ideas you can use or riff off of. Check out the the tag line generator template.