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Brand slogans: small words, big impact

Feb 24, 2019
In the increasingly competitive world of marketing and advertising, every little advantage gives brands an edge over their rivals. So it’s no surprise companies are allocating millions towards their marketing budgets – but bigger isn’t always better. When it comes to a slogan, all it takes is a single phrase or well-chosen word to give your brand a big boost.

Just Do It… Eat Fresh… Taste the Rainbow… chances are, each of these slogans immediately conjured up their respective brands. Whether you’re selling cars, food, or cereal, the power of these expertly chosen phrases can’t be understated. Inspirational, fun, or simply a play on words, these punchy and memorable taglines have the power to carry through years and even decades of advertising. Better yet, they encourage customers to form an emotional attachment to the brand which in turn, creates priceless loyalty. And sometimes all it takes is one perfect word.
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This month, Campbell Soup Co. was granted a trademark license for a single word; ‘chunky’. This is a rare move from the U.S. Patent and Trademark Office because the word is a common descriptor, not a unique or proprietary word. This trademark has been over 20 years in the making, according to their application. With over $1 billion in advertising, Campbell’s claimed the word is strongly associated with their brand throughout pop culture, from Family Guy to SNL – and the government agreed.
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It goes to show that every word used in association with your brand is vitally important – so choose wisely. Whether you’re telling your audience to ‘Think Different’ like Apple, or to ‘Have it your way’ like Burger King, the slogan must be able to stand on its own, as well as demonstrate what sets you apart. And when reaching into different markets, be sure to check the translations are clear. When KFC debuted in China, the iconic phrase ‘Finger Lickin’ Good’ roughly translated to ‘Eat Your Fingers Off’. Memorable, but not exactly what they were going for.
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When devising a new strategy or marketing campaign for your latest product, consider every letter carefully. From one word to 1,000, their impact could make the difference between memorability, and obscurity.