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Slogans are the heartbeat of a brand.

Those few words can make people feel something, remember you, and even choose you over the competition.

When they work, they are unforgettable. When they do not, they disappear, or worse, they backfire.

At THOUSIF Inc. – XYZ, we have worked with countless businesses, helping them find the right words to represent who they are.

Over the years, we have noticed the same mistakes keep popping up.

The good news? They are entirely avoidable.

In this post, we will share the most common pitfalls of slogans, show you real examples of what not to do (and what to do instead), and give you straightforward, expert tips to create a slogan that sticks.

Let us make sure your brand’s voice is heard loud and clear.

What Separates Great Slogans From Forgettable Ones?

The very best slogans share a few key traits:

Brevity: Short enough to remember after hearing once.
Memorability: Often using rhythm, rhyme, or alliteration.
Distinctiveness: Feels like it belongs only to your brand.
Emotional pull: Sparks feelings of excitement, confidence, and nostalgia.
Authenticity: Matches your brand’s fundamental values and personality.
Longevity: Does not feel dated in five years.

Classics like Nike’s “Just Do It” or Apple’s “Think Different” did not become iconic by chance. They were simple, bold, and perfectly aligned with the brand.

The 7 Most Common Slogan Mistakes (And How to Avoid Them)

Here are the missteps we see most often, even from big companies.

Making It Too Long or Complex: If it takes effort to recall or say, it is already lost. Keep it under 10 words, ideally 5–7.
Being Vague or Generic: Phrases like “Excellence in Everything” or “Your Trusted Partner” could belong to anyone. They do not differentiate you.
Relying on Overused Clichés: “Think Outside the Box,” “World-Class Quality,” “We Care”, these feel tired and uninspired.
Overlooking Cultural Sensitivities or Translations: Famous examples include Coors’ “Turn It Loose” becoming slang for diarrhea in Spanish-speaking markets, or Pepsi’s “Come Alive” translating roughly to “Bring Your Ancestors Back from the Dead” in China. Always test globally.
Mismatching Brand Personality: A playful startup using stiff corporate language feels inauthentic. Your slogan should sound like your brand talking.
Unintentional Negative or Awkward Connotations: Always ‘Have a Happy Period” is a classic example of tone-deaf wording. Read it aloud, share it widely, and listen for reactions.
Sounding Too Similar to Competitors: Imitation might feel safe, but it confuses customers and dilutes your identity.

Expert Tips For Crafting A Standout Slogan

Here are the practical steps you can start using today to get it right.

Start with Your Core Message: Ask: What do we promise? What feeling do we want to evoke? Write it in one clear sentence first, then distill it.
Keep It Short and Sharp: Cut every unnecessary word. Read it out loud—if it feels clunky, simplify.
Tap Into Emotion or Benefit: Sell the feeling, not just the product. Nike sells motivation; Mastercard’s “There Are Some Things Money Cannot Buy. For Everything Else, There is Mastercard” sells priceless moments.
Use Sound Techniques Wisely: Alliteration (M&M’s “Melts in Your Mouth, Not in Your Hands”), rhyme, or rhythm helps it stick without forcing it.
Make It Uniquely Yours: Highlight your differentiator, your secret ingredient, your values, and your origin story.
Stay Positive and Aspirational: People remember uplifting messages far longer than negative ones.
Test extensively: Share drafts with customers, team members, and strangers. Ask: What does this make you think of? Is it memorable? Does it feel right?
Aim for Timeless Over Trendy: Avoid current slang or pop-culture references that will age quickly.
Generate Plenty of Options: Aim for 50–100 rough ideas. The gems usually appear after the obvious ones are exhausted.

Good vs. Not-So-Good Slogans

Slogan	Brand	Why
Just Do It	Nike	Short, empowering, timeless
Think Different	Apple	Bold, rebellious, perfectly on-brand
A Diamond Is Forever	De Beers	Romantic, created an enduring cultural idea
I’m Lovin’ It	McDonald’s	Fun, upbeat, universally relatable
Have a Happy Period	Always	Unintentional awkwardness, poor emotional fit
Turn It Loose	Coors (Spanish markets)	Disastrous translation mishap

Fun Trivia

Nike’s legendary “Just Do It” was inspired by the final words of convicted criminal Gary Gilmore, who said, “Let us do it,” before his execution. Ad executive Dan Wieden tweaked it slightly, and the rest is marketing history. Sometimes the best ideas come from the most unexpected places.