What’s your rallying cry?

The call-to-action

“Just do it.” “Think different.”

Let’s face it: we’re all inundated with slogans. Some stick with us, shaping how we think and behave. Others? They fade as fast as last season’s TikTok trend. So, what separates the legendary taglines from the forgettable ones?

Emotion. A successful tagline evokes a feeling—a connection. It moves us, inspires us, and yes, sometimes even transforms us.

While consumer brands have mastered the art of influencing behavior through powerful taglines, employer brands can (and should) wield this same magic. A well-crafted rallying cry does more than just attract talent; it inspires employees to dig deeper, stay longer, and rally together. It becomes the glue that binds people to your company, making them proud to be a part of something bigger than themselves.

And it’s not just about making people feel good. A rallying cry taps into what Daniel Pink, in his book Drive, calls “mastery” and “purpose.” Mastery is about getting better and better at something that matters, while purpose is about contributing to something larger than yourself. Combine those, and you’ve got a recipe for unstoppable employee engagement.

Identifying the emotional core

Let’s get to the heart of it: What does your company really stand for? To create a rallying cry that resonates, you need to dig deep into your purpose. Not the polished corporate speak framed on your office wall, but the real “why” that gets people out of bed in the morning.

Simon Sinek sums it up perfectly in Start with Why: “People don’t buy what you do; they buy why you do it.” That “why” is the emotional core of your rallying cry. When your employees feel it—when they believe in it—they’ll embody it.

Your rallying cry should capture this purpose in a way that’s short, actionable, and emotionally charged. It’s not just a slogan; it’s your north star, the mantra that unites and inspires.

Examples of rallying cries that work

Some companies just get it. They’ve found their “aha!” moment, crafting rallying cries that don’t just sound good—they feel good. Here are a few that stand out:

1. “Create What’s Next.” — Disney ABC Television Group
   In a fast-paced, ever-evolving industry, Disney ABC motivates its employees with the rallying cry “Create What’s Next.” It’s forward-thinking, inspiring, and a call to action for anyone who wants to shape the future of media.
2. “Driven by Impossible.” — Momenta Pharmaceuticals
   If there’s one thing Momenta Pharmaceuticals knows, it’s that breaking barriers is hard work. Their rallying cry, “Driven by Impossible,” celebrates the audacity to take on the toughest challenges, inspiring employees to push boundaries and embrace innovation.
3. “Find Your People.” — Booz Allen Hamilton
   Let’s be real: in a company as vast as Booz Allen, it’s easy to feel lost. That’s why “Find Your People” resonates so deeply. It’s a reminder that connection and collaboration are key. This rallying cry inspires employees to build meaningful relationships while working toward a shared vision.
4. “Make Your Mark.” — Avery Dennison
   Avery Dennison transformed its global Code of Conduct from a compliance manual into a powerful call to action. With “Make Your Mark,” the company challenged employees to see the personal impact of their everyday decisions — in the workplace, in the marketplace, in the world. The message was clear: integrity and innovation go hand in hand. Translated into 32 languages, this rallying cry connected a diverse global workforce through shared purpose and human-centered storytelling
5. “Go For Great.” — DineEquity
   DineEquity’s rallying cry, “Go for Great,” was more than a slogan — it was a cultural reset. Designed to unite team members and elevate internal purpose, the phrase inspired employees at every level to exceed expectations and make a personal difference. It built on the company’s existing tagline and amplified the message that every voice matters. From spirit books to posters and internal activations, this employer brand empowered individuals to see themselves as key players in a culture of excellence.
6. “Opportunity Meet Potential.” — Allergan Recruitment
   Allergan Recruitment’s “Opportunity Meet Potential” is all about making the match. It speaks to employees who want a workplace where they can grow and thrive. It’s personal, empowering, and a perfect blend of corporate ambition and individual aspiration.

Creating your call to action

So, how do you create a rallying cry that hits home? Here’s your cheat sheet:

1. Keep it short and memorable
   Think about it: you’re more likely to remember “Just do it” than a 12-word sentence. Aim for no more than four words.
2. Evoke emotion
   Forget the dry corporate jargon. Use language that sparks feelings—whether it’s pride, excitement, or inspiration.
3. Reflect your purpose
   A rallying cry isn’t a marketing gimmick. It should align with your brand’s mission and values.
4. Make it actionable
   Use active verbs to inspire your employees. A rallying cry is meant to drive action, not sit passively on a PowerPoint slide.
5. Leave room for interpretation
   The best rallying cries invite employees to personalize them. Think of it as a blank canvas they can make their own.
6. Stand out
   Be unique. Your rallying cry should sound like you, not your competitors.

Why it matters

Here’s the thing: a rallying cry is more than words. It’s a declaration of who you are as a company and what you stand for. When done right, it connects employees to your mission on a deep, emotional level. It motivates them, unites them, and turns them into ambassadors for your company and brand.

The companies we highlighted didn’t just create catchy phrases—they crafted movements. Whether it’s Avery Dennison’s global alignment, Fisher Investments’ pursuit of excellence, or Booz Allen’s culture of connection, these rallying cries show us what’s possible when purpose meets passion.

So, what’s your rallying cry? If you’re ready to inspire your workforce and transform your culture, we’re here to help you find it.