Home Depot‘s Slogan in 2022: An In-Depth Look at the History and Meaning Behind Their Taglines Over the Years

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As you walk into any Home Depot, you‘re immediately surrounded by bright orange signage, aprons, and of course, products. The orange color has become synonymous with Home Depot‘s brand. But beyond just visual branding, Home Depot has also cultivated a series of memorable slogans and taglines over the company‘s 40+ year history.

In this comprehensive guide, we‘ll explore Home Depot‘s full slogan history – from their inaugural value-focused slogan in 1978 to their current motto emphasizing DIY expertise. You‘ll learn:

• What Home Depot‘s current slogan is as of 2022
• The meaning and strategy behind their new slogan
• Previous Home Depot slogans over the decades
• Why Home Depot has evolved their slogans over time
• Interesting history and facts about each past Home Depot tagline

By the end, you‘ll have an in-depth look at thepower of Home Depot‘s brand messaging. Their slogans capture the spirit of each era and show how Home Depot has grown from a startup disrupting the hardware industry into an omnichannel home improvement leader.

Let‘s get started uncovering the story behind the Home Depot slogans!

What is Home Depot‘s Current Slogan in 2022?

As of 2022, Home Depot‘s slogan is:

"How Doers Get More Done"

Home Depot introduced this new slogan in 2019 as part of a larger shift in their brand messaging and customer focus.

The "How Doers Get More Done" slogan aims to convey:

• Home Depot‘s expertise in empowering hands-on customers to take on ambitious home improvement projects
• How Home Depot‘s products, services, and guidance can enable customers to make progress on their DIY to-do list
• The retailer‘s focus on serving their core audience of DIYers, contractors, and pros
• How Home Depot supports customers in envisioning and accomplishing bold home upgrades

This current slogan replaced Home Depot‘s previous tagline of "More Saving. More Doing" after a decade of use. The shift shows how Home Depot has evolved their brand image to better reflect their identity as a leader in omnichannel home improvement.

Now let‘s explore the meaning and strategy behind Home Depot‘s latest slogan…

Analyzing the Meaning and Strategy Behind "How Doers Get More Done"

As an experienced ecommerce professional, I see several strategic objectives reflected in Home Depot‘s new "How Doers Get More Done" slogan:

1. Targeting hands-on DIYers

The slogan speaks directly to homeowners and customers who tackle projects themselves – the "doers" who get things done.

2. Conveying expertise

It suggests Home Depot has the products, guidance, and partners to empower ambitious do-it-yourselfers.

3. Driving purchases

The slogan links Home Depot‘s offerings to enabling actual progress on home projects.

4. Supporting large projects

The slogan gives customers confidence to envision expansive, transformative DIY undertakings.

5. Integrated retail

It works across in-store, online, mobile – key for omnichannel brands like Home Depot.

6. Emotional resonance

Phrases like "get more done" tap into satisfaction of making tangible progress.

7. Universal appeal

The slogan is broad enough to engage homeowners, renters, pros – anyone with a to-do list!

In summary, "How Doers Get More Done" is an effective slogan that conveys Home Depot‘s expertise while resonating with the DIY aspirations of a wide customer base. It works seamlessly across Home Depot‘s retail touchpoints to drive purchases. Now let‘s look at where it all began…

The Origins: Home Depot‘s First Slogan (1978)

Home Depot was founded in 1978 by Bernie Marcus and Arthur Blank after they were fired from their jobs at Handy Dan home improvement stores. Marcus and Blank saw a gap in the market for a home improvement retailer focused on low prices, good service, and excellent selection.

They opened the first Home Depot store in Atlanta, Georgia in June 1978. The store was an immediate hit, bringing in over $30,000 in sales on its first day!

Along with their innovative warehouse store model, Marcus and Blank knew they needed a catchy slogan to introduce Home Depot‘s brand to the public. The first-ever Home Depot slogan became:

“Where Low Prices are Just the Beginning”

This inaugural slogan emphasized Home Depot‘s commitment to maintaining low prices and competing on value. It conveyed that they offered more than just savings – knowledge, selection and service were fundamental to the Home Depot proposition.

The slogan aligned well with the economic context of the late 1970s when inflation was high and consumers were price-sensitive. It succinctly captured Home Depot‘s differentiation as a value-based home improvement disrupter.

Fun fact: When testing slogans, Bernie Marcus knew "Where Low Prices are Just the Beginning" was the winner when plumbers visiting their store immediately started repeating it. The slogan clearly resonated with trade professionals, an early vital customer segment for Home Depot.

This foundational slogan established price leadership and value as core tenets of the Home Depot brand for decades to come.

Gaining Industry Leadership: "The First in Home Improvement" (1993)

Flash forward to 1993:

• Home Depot had grown to over 170 stores across the U.S.
• They were expanding at a rapid clip with ambitious new store openings.
• The company pioneered the "do-it-yourself workshop" to build DIY knowledge.
• Home Depot‘s sales reached $6.56 billion, cementing its industry leadership position.

Reflecting their growing dominance, Home Depot introduced a new slogan in 1993:

“The First in Home Improvement”

This slogan directly called out Home Depot‘s leadership position in the home improvement market. It conveyed:

• Their status as the top home improvement retailer
• Their track record of growth and store expansion
• Their innovation in areas like DIY workshops
• Their strength in many home-related categories
• Their commitment to remaining the industry leader

In the 1990s era of overt branding, this slogan overtly declared Home Depot‘s competitive dominance in a simple, confident tagline.

It was a fitting upgrade from their original value-based slogan after Home Depot spent 15 years building out a national presence and driving rapid growth.

Streamlining the Message: "First in Home Improvement" (Shortened Version)

In 2001, Home Depot shortened their slogan to a more concise message:

“First in Home Improvement”

The new pared-down version:

• Removed the "The" for brevity
• Focused on their core leadership position
• Was easier to quickly grasp and repeat
• Let the message shine through unadorned

This simplified slogan conveyed the same leadership messaging in a format that was:

• Punchier
• More memorable
• Better suited for commercials
• Flexible for different contexts

The slogan refinement coincided with Home Depot further consolidating their market dominance in the early 2000s through expansion into new cities and store formats.

Empowering Customers: "You Can Do It. We Can Help." (2003)

In 2003, Home Depot unveiled a slogan putting the customer at the center:

“You Can Do It. We Can Help.”

Some key aspects behind the meaning and intent of this slogan:

• Emphasized customer empowerment: Conveyed that customers were capable of DIY wins with Home Depot‘s support
• Offers expertise: Highlighted Home Depot‘s specialized assistance and guidance
• Goal realization: Focused on helping you achieve the end result – a completed project
• Call to action: Inspired customers to envision achieving something new through DIY

This slogan was well-aligned to trends happening in 2003:

• Housing boom: Surging home values encouraged renovations and upgrades
• Pinterest precursor: Blogs and TV drove interest in aspirational DIY makeovers
• Shift to experientialism: Rather than just buying a product, customers wanted fulfillment through achieving something themselves

"You Can Do It. We Can Help" expertly tapped into these trends while evolving Home Depot‘s slogan to directly address the empowered, ambitious DIY customer.

A Bold Move: "The Lowest Prices. Guaranteed!" (2005)

In a daring move in 2005, Home Depot unveiled a slogan making an outright price guarantee:

“The Lowest Prices. Guaranteed!”

Characteristics of this confident slogan:

• Price-focused: Doubled down on value messaging after years away from it
• Competitive positioning: Directly compared its pricing to other retailers
• Strong guarantee: Putting "guaranteed" in the slogan was a forceful, provable statement
• Call to action: Dared customers to test their promise; demanded engagement

The motivation behind this slogan was a combination of:

• Walmart ramping up competition in tools and home categories
• Challenger brands like 84 Lumber growing market share
• Home Depot losing ground with professional contractor customers

"The Lowest Prices. Guaranteed!" was a bold, if risky, attempt to reclaim market dominance through an unequivocal price leadership promise.

Unfortunately, Home Depot received complaints about the slogan from the Better Business Bureau and state watchdogs who argued it was misleading given Home Depot did not actively monitor competitors‘ pricing.

Home Depot agreed to stop using the slogan in 2006 – a reminder that strong claims in advertising must be substantiated. Still, the slogan reflected Home Depot‘s willingness to make bold marketing moves amidst competitive pressure.

The Slogan for the 2008 Financial Crisis: "More Saving. More Doing." (2009)

When the housing bubble burst in 2008, it led to a brutal housing crisis and recession. As a retailer catering to homeowners and contractors, Home Depot needed a new slogan that reflected frugal consumer mindsets.

In 2009, they unveiled an updated slogan focused on value and activity:

“More Saving. More Doing.”

Some key attributes of this recession-era slogan:

• Value-focused: Highlighted getting discounts and deals to appeal to bargain-hunters
• Activity-oriented: Conveyed taking action, perfect for cash-strapped DIYers tackling their own projects
• Upbeat: Rhyming phrasing with a positive spin despite the economy
• Customizable: Flexible format for Home Depot to promote specific savings and projects

This slogan succeeded by appealing to recession-minded consumers looking to:

• Complete home projects themselves instead of hiring pros
• Pursue lower-cost renovations such as DIY kitchen and bath makeovers
• Feel productive through home improvements despite tight budgets

The slogan was an on-target response to the 2008 housing crisis. It continued serving Home Depot well over the next decade…

The Slogan Home Depot Had Until Recently: "More Saving. More Doing." (2009 – 2019)

Home Depot ended up using the "More Saving. More Doing" slogan for over 10 years until retiring it in 2019.

It accomplished exactly what Home Depot needed during a challenging macroeconomic period:

• Value messaging to attract bargain-hunters
• Supporting DIYers completing their own projects
• Adapting Home Depot‘s brand to recessionary mindsets

Some reasons it resonated for so long:

• Memorable rhyme scheme: The rhyme made it sticky and easy to recall
• Paired savings with action: Bundled two compelling benefits – financial and personal progress
• Lengthy shelf life: Remained relevant across changing economic cycles
• Flexibility: Easily adapted to promote specific deals and projects

The slogan became core part of Home Depot‘s identity for an entire decade. Now under new leadership, Home Depot recently felt it needed a slogan better reflecting its future-forward strategy…

Home Depot‘s Current Slogan: "How Doers Get More Done" (2019 – Present)

In 2019, Home Depot introduced its newest slogan:

“How Doers Get More Done”

As we discussed earlier, this current slogan focuses on:

• Enabling hands-on home improvement seekers
• Supporting DIYers in accomplishing ambitious projects
• Positioning Home Depot as the go-to resource for home upgrades

Some key factors that likely motivated Home Depot to evolve past "More Saving. More Doing":

• Maturing ecommerce presence: ~15% of revenue from online sales; needed integrated slogan
• Rising project complexity: DIYers tackling more elaborate projects wanted guidance
• Supporting aspirations: Emphasize supporting customers‘ self-improvement dreams
• Omnichannel alignment: Bring together in-store expertise, ecommerce, services, apps
• Professional ecosystem: Spotlight Home Depot‘s network of contractors and pros

This new slogan is the next chapter in Home Depot‘s brand messaging evolution. It responds to rising customer demands, Home Depot‘s emerging omnichannel strengths, and their expanding ecosystem of DIY resources.

The slogan contributes to a contemporary, re-energized Home Depot that feels:

• Relevant to today‘s digital-first customers
• Aligned with Home Depot‘s identity as an innovative home improvement leader
• Optimized for visual mediums like digital video

It positions Home Depot‘s brand for the future while staying true to their heritage supporting doers, builders, and home improvement enthusiasts of all skill levels.

Conclusion: The Story Behind Home Depot‘s Ever-Evolving Slogans

In closing, we‘ve explored Home Depot‘s slogan history spanning over 40 years:

• Value focus that established their brand in 1978 with "Where Low Prices are Just the Beginning"
• Claiming the industry lead in the 1990s as "The First in Home Improvement"
• Customer empowerment in the 2000s with "You Can Do It. We Can Help."
• Recession-era savings of "More Saving. More Doing"
• Their current motto supporting doers, "How Doers Get More Done"

Behind each slogan is an insight into Home Depot‘s evolution responding to competitive forces, market trends, economic conditions, and customer needs.

While slogans provide a glimpse into a brand‘s ethos, consistency is also crucial. Fundamentally, Home Depot has stayed true to their heritage supporting aspirational builders, providing expertise, and offering value on home improvement products.

The message has been tailored to each era, but the underlying Home Depot soul remains – empowering everyday people to achieve bold home projects and upgrades. Home Depot‘s slogans may continue to evolve, but this mission endures as their north star guiding the brand.