What slogan will attract customers?

Published : 04/03/2025 11:28:05 Updated : 05/29/2025 10:03:46 News Rankings, numbers and statistics !

Marketing Team

Pôle Marketing

Summary of article :

Why is a good slogan essential for your business?
The key elements of an effective slogan
Methods and tips for creating a powerful slogan
Examples and inspirations for different business sectors
How to design a slogan to attract customers?

A good slogan to attract customers should be short, punchy and highlight a clear advantage. For example, ‘Unbeatable quality and prices, it's here!’ or ‘Your satisfaction, our priority!’ A simple, memorable and engaging message prompts action.

Why is a good slogan essential for your business?

A well thought-out slogan is more than just a phrase. It's a genuine marketing tool that boosts your visibility and gives your brand a strong identity.

It must be easy to remember and resonate with your target audience.

A powerful lever for capturing attention

In a saturated market, grabbing customers' attention is a challenge. A catchy slogan serves as a gateway to your world, immediately arousing interest. As Victor Hugo said, ‘Advertising is an art of distinguishing things without differentiating them’.

Looking for inspiration to create a striking advertising campaign? Read our article now.

A direct impact on brand image and awareness

An effective slogan acts as a memorable signature that accompanies your brand across all your communication media: TV advertising, website, social networks, billboard advertising. It allows consumers to instantly identify your company and associate your promise of value with your name.

A Nielsen study shows that 59% of consumers prefer to buy from brands they recognise easily. Hence the importance of having a strong, recognisable brand.

A marketing asset that influences purchasing decisions

A well thought-out slogan can directly influence the decision to buy. It creates an emotional connection with the customer, reassures them of the quality of your offer and can convince them to choose your product or service over another.

The key elements of an effective slogan

For a slogan to be effective, it must be simple, emotional and consistent with your identity.

Looking for inspiration for your slogan? Discover the Slogan Observatory. It's a site that lists all the French slogans and why some work better than others.

Simplicity and memorability: the key to success

A slogan should be short and easy to remember. Simplicity makes it easier to remember and identify with. For example, Nike's famous slogan ‘Just Do It’ is concise and powerful, reflecting the spirit of the brand.

Emotion and connection with the target audience

An effective slogan captures the spirit of the times and creates a strong connection with its audience. Some slogans provide reassurance on contemporary issues, like Salesforce and its ‘For an AI you can trust’. Others, like John&Co's ‘The future is shit’, dare to be provocative to make an impact.

Consistency with your corporate identity and values

An effective slogan must not only be catchy, it must also be in tune with your brand. It embodies your identity, your mission and what makes you unique. Without this consistency, it risks sounding artificial and weakening your credibility.

Take Intermarché with ‘Eating well should never be too expensive’. This slogan perfectly illustrates the brand's DNA: offering affordable products without compromising on quality.

Methods and tips for creating a powerful slogan

Finding the perfect slogan takes time and a strategic approach. Here are some key steps to get you there.

Analyse your market and understand your audience

Before writing a slogan, it's essential to understand your target audience. What are their expectations, their specific needs, their emotions? A good slogan must resonate with them and speak their language.

Buffalo Grill, with ‘Here begins America’, appeals to a clientele looking for an authentic, friendly experience, while playing on the imagination of the Wild West. Conversely, a digitally committed brand like Dailymotion reassures its users with ‘The video app with an algo that wants you well’, a message that responds to current concerns about artificial intelligence and data protection.

Use copywriting and storytelling techniques

A good slogan not only informs, it also tells a story. This is where copywriting and storytelling techniques come in.

Wordplay and humor can be powerful levers. EDF plays on humor with "Fournisseur officiel des pharaons depuis -2000 avant J.-C." (Official supplier to the pharaohs since 2000 B.C.), ironizing fake news from rapper Maitre Gims, while Loué puts in an ironic twist with "Et ça, il sait le faire ChatGPT?" (Can ChatGPT do that?), a nod to the rise of AI.

Test and adjust your slogan before approving it

A good slogan needs to be put to the test before it is finally adopted. Test it with your team, potential customers or on social networks to gather feedback.

Ask yourself the right questions:

Can the slogan be understood in a few seconds?

Does it resonate with your brand values?

Will it capture attention in a saturated competitive universe?

Some brands don't hesitate to modify their slogans in response to market feedback. Take Pepsi, for example, which has changed its slogan several times to adapt to the market. From "Come alive! You're in the Pepsi Generation“ (1960) to ”Refresh Everything“ (2010), then ”Thirsty for More" (2023), the brand has evolved to keep pace with consumer expectations and the zeitgeist.

Examples and inspirations for different business sectors

A good slogan reflects a brand's identity while adapting to its audience's expectations. Some companies rely on emotion and elegance, others on new consumer trends, while others prefer humor and boldness to make a lasting impression. Here are three emblematic examples of successful strategies.

Air France and its slogan "Make the sky the most beautiful place on Earth"

Air France uses a poetic, refined tone to accentuate its premium positioning in the airline sector.

This type of formulation is particularly well-suited to the luxury, travel and gastronomy sectors, where emotion and evasion are key factors in attracting a demanding clientele.

Aldi and "Place au nouveau consommateur"

Aldi has perfectly adapted to market changes with a slogan that reflects new consumer habits. By highlighting the modern consumer, concerned not only with price, but also with quality and simplicity, the brand directly reaches its target audience.

This type of approach is particularly relevant for mass retailers, companies committed to the ecological transition, or brands seeking to appeal to a new generation of consumers.

Burger King and its hard-hitting slogans like "Have it your way"

Burger King is an excellent example of a brand that knows how to use boldness and humor to capture its audience. With hard-hitting slogans such as “Become a boring customer with us”, “Welcome to the big leagues” and “It just tastes better”, the brand constantly uses a provocative tone to set itself apart from its competitors.

Its slogan “Hate it your way” is a subtle attack on McDonald's, offering an alternative to the fast-food market leader. This bold positioning, combined with some of Burger King's best ads, reinforces its image as an irreverent challenger that is at one with its audience.

How to design a slogan to attract customers?

Creating a compelling slogan is no easy task, but by following these steps, you'll be able to craft a powerful catchphrase that will capture your customers' attention and reinforce your brand image.

Emotion, coherence and originality are the key to making a lasting impression and resonating with your audience. We hope we've been able to inspire you with these slogans!