A great positioning statement (slogan) accomplishes several things. One, it’s a symbol of all we seek to stand for. Two, it’s proprietary. And finally, it’s memorable. A positioning statement can’t always do all of these things, so it takes other elements to help tell the story and drive home the core message of your brand.

You see, it’s difficult to express a complex concept in just a couple of words. Which is exactly what slogans are supposed to do. They’re a company’s mini mission statement. An audible representation of a brand.

So if you’re looking for some slogan inspiration, take a look at my five favorite slogans.

L’Oréal: “Because You’re Worth It.”

What girl doesn’t want to feel like she’s worth it? L’Oréal banks on the idea that women wear makeup in order to make themselves appear more beautiful. That way they feel wanted and worth it. It isn’t about the product here. It’s about what the product can get you.

Lay’s: “Betcha Can’t Eat Just One.”

No, I can’t. It’s the truth. And Lay’s capitalized on their consumers lack of control when it comes to their crunchy, salty goodness that comes in a bag. But listen. The emphasis isn’t on how the chip tastes, right? It’s about the truth that snacking is an uncontrollable function of the human race.

State Farm: “Like a Good Neighbor, State Farm is There.”

Did you sing the jingle as you read that? Cause I sure did. It’s impossible to get out of your head. Name one person who doesn’t know it. This slogan, while catchy, is also a great representation of the values of the brand. The slogan emphasizes State Farm’s community-first value and sets itself apart from the corporate, uptight feel of most insurance companies. It establishes a relationship with the consumer.

Southwest: “Low Fares. Nothing to hide. That’s Transfarency.”

If there’s one thing you should know about me, it’s that I love a good pun. And Southwest hits the nail on the head with this one. They’re not only known for their low fares, but their excellent customer service. I can recall a flight attendant once singing “rolling, rolling on the runway.” I can’t make this stuff up. This slogan is a great example of including some personality, saying what you’re good at and establishing your values.

Dollar Shave Club: “Shave Time, Shave Money.”

Again, with the puns. This slogan is a great reflection of the brand’s expertise. It does an awesome job of showcasing the benefits of the brand as well. Their low cost and convenience. They’re reasonable and get delivered straight to your door.

Have any favorite slogans? Share them in the comments below!