Every great brand has a battle cry. A statement that captures its essence, cuts through the noise, and gets people feeling something.
Think about:
- “Just Do It.” – Bold. Actionable. No fluff.
- “Think Different.” – A rebellious nod to innovators.
- “Every Little Helps.” – Straightforward, yet powerful.
Short, sharp, and unmistakably them (you don’t even need to see the brand to know who says it). Now, it’s your turn. Here’s a 3-Step Play to craft your 10-Word Anthem.
1 What Do You Stand For?
Strip everything back—why does your company (brand) exist?
Yeah, making lots of money is one common answer, but think beyond that. Making X product would be a limited view—how does that product improve people’s lives? That’s what you’re aiming for.Example: Patagonia – “We’re in business to save our home planet.”
2 What Makes You Different?
What’s your edge? The thing that makes you win. Is it dominance in ball possession? A killer counterattack? An underdog mentality that disrupts the industry?
You don’t need to overcomplicate it, but you do need to make it blindingly obvious.Example: BrewDog – “For any and all beery occasions. […] Bold. Hoppy. Tropical”
3 How Do You Want People to Feel? (Emotional Hook)
A great brand anthem doesn’t just explain—it moves people.
Think of the Champions League anthem—that spine-tingling moment before kickoff.
What’s the gut reaction you want your audience to have when they hear your name?Example: Innocent Drinks – “Tastes good. Does good.”
PUTTING IT ALL TOGETHER
Keep it under 10 words.
Make it punchy—if it sounds like corporate fluff, bin it.
Test it—would your team rally behind it?
Example using this framework:
“Fueling rebels to build brands that shake the world.”🔥 Bold. No-nonsense. Instantly tells you what the brand is about.
Now, your turn. What’s your brand’s anthem? If it doesn’t give you goosebumps, rewrite it.
Final Whistle:
This isn’t just a tagline. It’s the mentality of your brand. Get it right, and you’ve got a message that sticks—whether it’s on your website, in an ad, or hyping up your team before a big pitch.
#GameOn.
