It’s no secret that people living in cities full of startups have seen some of the wildest brands. And that variety of company names makes sense. When many startups in similar industries are founded in one geographic area, brands need to find a name that grabs attention, slightly hints at their mission, sets them apart from the competition, or encourages prospects to learn more about them. This is especially true in Australia, which hosts startups from Sydney to Melbourne. These cities are the founding places for startups with unique names and big brands like Sukin, Canva, and Billabong. While the successful companies listed above have made their names noteworthy and easy to recognize, their company titles only hint at what their brands offer. This is why successful brands like these also rely on taglines to give prospects a quick and clear view of a brand’s mission or overall purpose. With a great name and an effective tagline, prospects will remember the uniqueness, mission, or types of products your brand offers. Then when they search for a product in your industry or space, they can think of your brand name and catchy tagline. If you’re working in a busy startup hub like Australia, or starting a business in an already crowded business landscape, take note of these seven Australian companies with slogans that stand out and set them apart from the competition.
7 Australian companies with great slogans
“More than money” – National Australian Bank (NAB)
During a rebranding in 2016, National Australian Bank changed its motto from “More to give, less to receive” to “More than money”.
The new tagline came with a series of commercials run by the NAB agency: Clemenger BBDO. Each ad highlighted the bank’s history, credibility and how its financial institution still plays a positive role in impacting countless Australian lives. In the ad below, which was part of the “More than Money” campaign, NAB invokes nostalgia by showing home videos that follow a newborn baby as he becomes an adult, as well as milestones from his parents. you will need to budget, such as violin lessons, schooling, and travel: In a interview with CMOAndrew Knott, NAB’s chief marketing officer, said the pivot aimed to be more customer-centric. “We felt it was time to move from what has been a very effective brand expression around fair value and ‘more give, less receive’, to something that much more reflects what we stand for today, but is also consistent with our inheritance, ”Knott explained. “When we are at our best is when we take the time to understand clients and understand where they are in their lives and help them with the financial aspects of doing so.” By linking money to major life milestones, NAB’s tagline and campaign effectively places emotion behind logistics deals. For prospects unsure of where to put their money, the tagline makes the financial institution seem more relatable and potentially more trustworthy than other banks with emotionless basic marketing.
“Life is better with swimsuits.” – Billabong
When it comes to slogans, Billabong maintains that they are short and sweet. Knowing that most of his clients are looking for swimwear for surfing, beach vacations, or summer sports, Billabong created a tagline just to remind people how much fun they can have in swimwear. Throughout Billabong’s history, it has adopted this motto in several of its print and online campaigns. Starting in 2017, the brand began producing a YouTube surf series with the same catchphrase as its title. This is one of its chapters: The Billabong Tagline is a great example of how a bold statement in a tagline can persuade a potential customer to buy a product to make their life more enjoyable. But depending on the prospect who hears it, the catchphrase could also highlight a sense of FOMO related to the holidays or seasonal nostalgia. For example, if someone lives in a cold climate and hears that life could be better in shorts, they may long to go surfing somewhere warm. Or, if someone has been working long hours, they may remember time spent at the beach as a child. The emotions or memories invoked by this motto may not convince someone to buy a ticket to a beach destination. But, if they go on vacation, Billabong might be the first brand they remember when shopping for beachwear.
“Skincare that costs nothing” – Sukin
As an environmentally conscious shopper on a budget, I can attest to the fact that it is difficult to find green products that meet your skin’s health needs and don’t cost a fortune. Sukin, a Melbourne-founded skincare brand, aims to solve the above dilemma, by selling affordable and sustainably produced skin products. Their motto cleverly reflects this mission with a play on words: “Skin care that doesn’t cost the Earth.” As well as cleverly explaining the brand in a single sentence, Sukin’s tagline also lines up well with its general mission. “Here at Sukin, we are committed to providing skin care that doesn’t cost the earth. This is not simply a commitment to create affordable products, but also at minimal cost to our precious environment. We achieve this by thinking and acting sustainably. whenever possible. Read on to learn about our environmental initiatives. ” Sukin Brand Values Page Notes.
“Design anything. Publish anywhere.” – Canva
While Canva now looks like a giant global company, it was once a startup founded in Sydney, Australia. For those who haven’t used Canva, the website allows individual users or teams to easily create and publish aesthetically pleasing graphic designs for websites, social media, and other platforms. Because Canva is artistic by nature, the brand could have gotten away with an overly creative tagline. But instead, the company keeps things simple, but still incredibly effective, with, “Design anything. Publish anywhere.”
In just four simple words, Canva describes its minimum viable product and attracts designers and artistic beginners alike to try out its tools.
“Australians wouldn’t give XXXX for anything else.” – XXXX
Today, the XXXX beer tagline simply says “Pride of Queensland”. But, before the brand became known worldwide, they had another great slogan that caught the attention of the Australian masses due to the controversy related to the curse of light surrounding it. For decades XXXX, formerly known as Castlemaine XXXX, embraced Australia’s avant-garde sense of humor and slang with the memorable slogan “Australians wouldn’t give XXXX for nothing else.” The motto, which cleverly uses XXXX to hint at a four-letter curse, dates back to 1985. At the time, the commercials featured a longer, more TV-friendly catchphrase of “Australians wouldn’t give a Castlemaine XXXX for nothing else.” These early commercials often featured rural Australians, farmers, and construction workers getting into fun, but dangerous situations just to get XXXX beer. After a wild scene, a narrator read the tagline, hinting that Australians wouldn’t care as much about any other beer. Here’s a classic example: Entering the 1990s, the brand began using the shortened title to convey a more eye-catching message. Although the motto was scrapped in a 1996 rebrand, remains a great example historically of how a business can be bold, eye-catching and memorable while marketing a product with good taste.
“Tastes like Australia.” – Vegemite
For generations, many Australians and Australian visitors have spread into Vegemite bread and sandwiches for added flavor. Vegemite is not only a common snack in Australia, it has also been featured in global content such as movies or tv shows they discuss the continent. And, when non-Australian people see or taste Vegemite, they may ask, “What is this made of?” Knowing that people link Aussie to Vegemite, while wondering what’s in the iconic snack, the brand launched: “Tastes like Australia.” – a new catchphrase and commercial in 2018. The commercial, which explains the catchphrase, begins with a confused person wondering how Vegemite is made. An Australian-accented narrator then presents videos of Australian scenes, such as sporting events, crocs, and destinations, along with photos of fruit-based ingredients. Ultimately, the ad hints that Vegemite is metaphorically made of fruits, vegetables, cheese, and iconic scenes of Australian pride.
“Find yours.” – Redbubble
Redbubble is a chain of stores and online store where individuals, organizations, or small businesses can sell clothing, art, or other items that could be considered quirky, fun, or unique. When scrolling through the site, you might come across t-shirts with pizza cat memes, strangely decorated pottery, or pants with sparkles or brightly colored patterns. Because you can purchase all sorts of independently made or fun treasures made on the site, Redbubble maintains its broad tagline, but remains motivating. With “Find yours”, Redbubble hints that there is something for everyone on the site. You also agree that everyone has an independent style and can search this site for clothing or items that will allow them to embrace their inner uniqueness. In addition to including “Find Your Thing” in videos like the one below, Redbubble also includes a section with the same name on their website. “Find yours.” is a great example of how a company with many offers can create a broad tagline that indicates what their company is about without being too vague.
Crafting a great motto
If you’ve been inspired to change or create your own tagline, here are some themes you can take from the Australian examples above: Keep it simple – you don’t need to be vague or too smart to persuade someone to review your brand. Sometimes simply reiterating your MVP, like Canva does, is effective enough to win over the audience. Be bold: Is your company or product known to the locals, award-winning, or potentially iconic? If so, you can try incorporating your company or product achievements into a bold phrase, such as Vegemite’s “Taste of Australia.” Be smart: If you can’t put your entire mission together in one short, concise sentence, consider using an easily recognizable metaphor or pun, such as Sukin’s “Skincare That Doesn’t Cost the Earth”. If you’d like to learn more about brainstorming and crafting catchy taglines, check out this helpful guide or download the free resource below.