How to Write Memorable Slogans for Promotional Products
Key Points:
- Slogans on branded items help people remember your brand and make it easier to clearly stand out.
- Short, catchy phrases can build emotional connection and make even simple products more memorable.
- Businesses should use clear, simple slogans to boost recall and spark conversations around their brand.
Why put a slogan on your merch?
A slogan adds meaning to your logo and can communicate your brand personality, promise, or campaign message in just a few words. Promotional products are often printed with a business name and logo, but adding the right slogan can make the branding more memorable. A slogan can tell recipients something about your business that a logo cannot communicate alone. It might suggest that your brand is practical, playful, premium, energetic, or straightforward. The key is simplicity. A promotional pen does not need an entire sales message printed down the barrel. A few well-chosen words are usually easier to read and remember.
What makes an advertising slogan memorable?
Memorable slogans are usually short, distinctive, easy to understand, and closely connected with what the brand wants people to remember. Some famous examples show how much can be communicated with very little copy:
- Nike: “Just Do It.” Nike continues to use the phrase prominently across its brand.
- L’Oréal Paris: “Because You’re Worth It.” The slogan has been part of the brand since the 1970s.
- McDonald’s: “I’m lovin’ it.” McDonald’s launched the phrase as its first global advertising campaign in 2003.
- Mastercard: Its long-running “Priceless” campaign grew from the idea that some experiences cannot be bought.
These slogans work because the words reinforce a broader brand idea rather than trying to explain every feature of a product.
How long should a giveaway slogan be?
Keep your slogan as short as possible while preserving the meaning, especially when it will appear on smaller merchandise. Different products offer very different print areas.
How should the product influence your slogan?
The product and slogan should feel like part of the same idea rather than two unrelated pieces of branding. For example, a colourful promotional yo-yo might suit playful copy. A metal pen for a professional services firm may need something more restrained. Think about:
- Who will receive the product.
- Where they will use it.
- How much printing space is available.
- How quickly the slogan needs to be understood.
- Whether the wording matches your usual brand voice.
- Whether the message will still make sense months later.
Recent promotional products research also highlights usefulness, quality and relevance as important factors in whether recipients keep branded merchandise. A clever slogan cannot rescue a product that has little value to its intended audience.
Should you use humour in a promotional slogan?
Humour can make merchandise memorable, but it should be easy to understand and appropriate for the audience receiving the product. A witty phrase may work well for conferences, staff merchandise, hospitality businesses or casual consumer campaigns. However, avoid jokes that rely on offensive stereotypes, complicated explanations or references that will date quickly. Businesses ordering merchandise for a broad audience should usually favour wording that remains clear without additional context.
Can a slogan be trademarked?
Yes. Words and phrases can potentially receive trademark protection in Australia if they satisfy the relevant registration requirements. IP Australia specifically recognises slogans as a type of multi-word trademark used to promote businesses, products, ideas or causes. Before investing in thousands of products printed with a new slogan, search existing Australian trademarks and consider professional intellectual property advice where appropriate. IP Australia provides a search tool for registered and pending marks. You should also avoid simply copying a famous brand’s slogan onto your own merchandise.
How do you choose the right slogan for branded merchandise?
Start with the one idea you want recipients to associate with your organisation, then express it in the fewest clear and memorable words possible. Once you have several options, place each slogan on a digital mock-up of the actual promotional product. Check readability, logo balance and overall appearance before production. Cubic Promote can help you compare promotional products, branding areas and decoration methods for your campaign. Contact our team for bulk pricing, samples and custom branding advice.
