A memorable brand slogan is original, simple, built to last and used the same way everywhere, and it often talks about the customer, not the company. Nike's "Just Do It" debuted in a television spot on July 1, 1988, and Apple's "Think Different" ran from 1997 to 2002. Both lines are short enough to repeat and broad enough to outlive the campaign that launched them.
Last updated October 21, 2026. Dated facts below carry their sources.
What are the key takeaways on writing a brand slogan?
A brand slogan works when it follows five rules: be original, keep it simple, make it last, use one main line consistently, and speak to the customer. A slogan that breaks one of them tends to be forgotten or to confuse the audience.
- Check that no competitor already uses a similar line.
- Use the fewest words that carry the meaning.
- Keep one main brand line, and limit product-line slogans to a few.
Quick definition: what is the difference between a slogan and a tagline?
The words are often used interchangeably. A tagline usually stays with the brand for years, while a slogan can belong to a single campaign.
Why spend time on a brand slogan?
A brand slogan is worth the time because a good one makes the brand come to mind when someone hears the line. Say "Just Do It" and most people think of Nike, and say "Think Different" and many think of Apple.
A slogan is one part of branding, so it should match the brand's positioning and name. The branding and PR guide shows how those pieces fit.
What are five rules for writing a brand slogan?
Five rules cover most slogan decisions, and each can be tested against the draft line.
| Rule | What to do | Test |
|---|---|---|
| Be original | Drop any line that has been done or sounds familiar, so the brand stands apart | Search the line and its close variants |
| Keep it simple | Use the fewest words that make the point, in direct and clear language | Can a stranger repeat it after one hearing? |
| Make it last | Avoid wording tied to one era, such as a format or technology that will date | Would it read the same in 20 years? |
| Stay consistent | Use one main brand line everywhere, with a few product-line slogans at most | Do all channels show the same line? |
| Focus on the customer | Prompt a personal association between the customer and the brand | Does the line say something about the reader? |
What do successful slogans look like? Dated examples
Successful slogans tend to be short, durable and aimed at the customer's own identity. These three have documented dates.
| Brand and line | Date and context | Source |
|---|---|---|
| Nike, "Just Do It" | First used in a television spot on July 1, 1988, written by Dan Wieden of the agency Wieden+Kennedy. The line has remained in Nike's marketing since | MediaVillage |
| Apple, "Think Different" | Used from 1997 to 2002, created at the agency Chiat\Day after Steve Jobs returned to Apple, and anchored by the "Crazy Ones" spot | Creative Review |
| Dunkin', "America Runs on Dunkin'" | The tagline predates the 2018 announcement that the company would drop "Donuts" from its name, because customers already used the shorter name | The Daily Meal |
"Think Different" did not mention Apple's products and spoke about how the customer thinks, which shows the customer-focus rule at work. Apple's turnaround involved much more than a slogan, as Creative Review notes, but the line helped rally customers, employees and shareholders.
How should you test a slogan before launch?
Test a slogan by checking it against the five rules, then showing it to people outside the company and asking what it makes them think of. Record the first reaction, since a line that needs explaining is rarely simple enough.
Check trademark availability in the markets where the brand sells, and read the line aloud in the languages of those markets. Keep the final line in the brand guidelines so every team uses the same wording, as the guide to building a brand identity online explains.
Frequently asked questions
How long should a brand slogan be?
A brand slogan should use the fewest words that carry the meaning, and most well-known lines run to a handful of words.
Can a brand have more than one slogan?
A brand can have one main line plus a few product-line slogans, but the main line should appear consistently across all channels.
Should a slogan mention the brand name?
Not necessarily. "Think Different" does not name Apple and still points to the brand because it speaks to the customer.
How often should a slogan change?
A durable slogan should change rarely. Nike's line has been in use since 1988, which shows how long a timeless line can last.
What should a brand do first?
A brand should write its positioning in one sentence, draft five candidate lines against the five rules, and test the best two with people outside the company. Then record the winner in the brand guidelines and use it everywhere.
