Once upon a time during my third year at Lagos State University, Ojo, Lagos, Nigeria. I met a lecturer in the library who I had run into more than thrice in different locations the same day. Upon sighting me, he exclaimed, “Are you an ambassador for MTN, how come I see you EVERYWHERE I GO?” your guess is as good as mine, he is an MTN subscriber.

Over the years, slogans have been subtle for marketing. A slogan is a catchy phrase or series of words that stamps the company, brand, or product in the memory of a consumer. Slogans must be memorable as they give people a glimpse or an idea of what your company or product does and must relate to your business. Company slogans have some objectives as branding, and most often than not, its primary goal is to teach what the company can deliver in the mind of viewers.


MEMORABLE: I have spent more than three decades on earth, BUT even if I’m asked in my dream what African Independent Television, also known by its acronym AIT is, I will scream, “Sharing the African Experience.” This slogan has paid the memorability test in the minds of many Nigerians. The attention of the inspiring words employed. To achieve this and maintain memorability, the slogan should be short, honest, and precise. Brevity in writing is said to be the best insurance for its perusal.

COMMUNICATION: Communication in marketing takes different forms, and slogans fit neatly in one of these forms. This tool helps promote certain features and benefits of your product, service, or brand. A great slogan makes a company or products benefit clear to the audience. Most times, the first impression of a product begins with its slogan. Therefore, they should be well worded to stress the brand’s value.

UNIQUENESS: Consumers are always seeking answers to specific questions when it involves choice and usage of a product. What is it that makes your brand unique enough to be tried and tested? Does it offer an individual fitness agenda for babies? Whatever you think distinguishes you from your competitors should be highlighted in this slogan to emphasize the company’s worth.


  • Simplicity and precision. Nobody wants to be stressed with ambiguity and big words.
  • Wrap your slogan in your logo as it makes it catchy enough to befit a second glance.
  • Invest in planning, consulting, and drafting. Great slogans cannot be hastily done.
  • Lace your slogan with humor.

While brands focus more on the increase in patronage, spending ridiculously on ads, they should also top up their slogan game and let it do the talking most times.

“Slogans don’t only leave us with satisfied consumers; they are “Brand Evangelist” too.”

Article submitted by Nnamdi Anazia.

Christiana Aina
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