What Is a Business Slogan?

The function of a slogan is to get across a brand’s identity in a way that positions the brand in the minds of consumers. This positioning is important since audiences are barraged with messages and claims for products that are similar to one another on basic levels. In this white noise, a good slogan gives consumers a reason to bother to notice a brand. It says, “Here’s who we are, here’s how we’re different and here’s how you’ll benefit from us.” The Wendy’s question “Where’s the beef?” admirably let consumers know the chain had meatier burgers for a better value. Sometimes, positioning is artfully narrow — the marketing equivalent of parallel parking in a tiny space. Volkswagon’s “Think small” gave the company its niche in an age of large automobiles.