Slogan Creation 101: Craft Powerful Taglines To Dominate

It is very challenging to create a slogan for a business nowadays. It is because there are many features that a business slogan must contain.

There are many companies that have gained success because of their catchy slogans. Most of the big businesses are known for their slogans.

For instance, “just do it” is the slogan of Nike. It represents the business’s culture and the business feeling behind its slogan. The slogan is very short and easy to remember. It attracts the customer to do something.

Creating a new slogan for a new business is not easy but not a long time task. It takes approximately an hour to develop a working slogan and around a week to finalize it.

The creation of a slogan might look very easy, but it involves a difficult process. After settling on a slogan, its compatibility worth the market must be seen for a week or two. If it works, then it’s ok, but if it does not work, it must be tested again.

Slogans usually lead to the growth of a business at a fast pace if it is created after taking a long time and not just overnight. 

What Is A Business Slogan?

A business slogan is a short, catchy phrase or tagline representing a company or brand. It’s a marketing tool used to convey a memorable message about the company’s identity, values, and unique selling proposition.

A good slogan should be easy to remember, meaningful, and inspiring. These slogans are designed to create a positive association with the brand and help consumers remember the company.

They can also be used to differentiate a company from its competitors and to communicate the company’s values and mission.

evolution of slogan

Why is A Good Slogan Important?

A business slogan, also known as a tagline, is a short phrase or sentence that conveys the essence of a brand or company. It’s an essential element of a company’s marketing and branding strategy. Here are some reasons why a business slogan is important:

Differentiation: A catchy and unique slogan helps a business stand out from its competitors in the market. It gives customers a reason to remember and choose your brand over others.

Brand identity: A slogan can help communicate a company’s values, mission, and vision to its customers. It helps to build a strong and distinct brand identity that customers can relate to and connect with.

Marketing Tool: A slogan is an effective marketing tool that can be used across various media platforms to promote the brand. It can be used in advertising, on business cards, websites, and social media profiles, making it a valuable asset for any marketing campaign.

Memorability: A slogan that is easy to remember can help to increase brand recall and recognition. This can lead to increased brand loyalty and customer retention.

Emotional Connection: A slogan can create an emotional connection with customers by appealing to their emotions, needs, and desires. It can evoke positive feelings and associations with the brand, leading to increased customer engagement and loyalty.

💡 Related: How To Find A Good Slogan: Tips For Creative Branding

Key Elements Of A Great Business Slogan

A great business slogan is a short and memorable phrase that captures the essence of your brand and communicates it to your target audience. Here are some key elements that can make a business slogan great:

👉 Clarity: Your slogan should be clear and easy to understand. Avoid using jargon or complicated words that might confuse your audience.

👉 Memorable: Your slogan should be catchy and easy to remember. Use simple and straightforward language, and try to make it sound unique and distinct.

👉 Relevance: Your slogan should be relevant to your brand and your target audience. It should convey a message that resonates with your customers and reflects the values and mission of your business.

👉 Differentiation: Your slogan should set your brand apart from your competitors. It should highlight your unique selling proposition and communicate what makes your business different.

👉 Consistency: Your slogan should be consistent with your brand messaging and overall marketing strategy. It should align with your brand identity and tone of voice and be used consistently across all your marketing channels.

👉 Emotional Appeal: Your slogan should evoke emotions and create a connection with your audience. It should inspire and motivate your customers and make them feel good about doing business with you.

💡 If you are still confused about creating a slogan, so make sure to read How To Create a Good Business Slogan.

How to Choose the Right Business Slogan

Slogans play an important role in determining and recognizing the company’s brand, but the slogans must be chosen carefully. Every slogan must contain some features and characteristics to make it a success. 

Be careful about the length of the slogan:

The length of the slogan must be kept in mind while creating it. It is very difficult to remember long slogans; hence, the creator must focus on creating short slogans as they can be remembered easily.

For example, the slogan of Nike is “Just do it.” It is short in length and easy to remember. 

nike logo with slogan

Consider the sustainability of the slogan:

The environment of the market is very dynamic. It keeps on changing from time to time. Hence, the tagline must not incorporate or integrate something that will become outdated in the future.

It must sustain itself in the market for a longer time. For example, the slogan of Adidas is “Impossible is nothing.”

adidas logo with slogan

Maintain consistency:

After finalizing a perfect and catchy slogan, it should become the keystone of the business for advertising and marketing campaigns and taglines. The message must not be diluted by adding an extra phrase.

It is because it will create confusion among customers by cycling through multiple slogans in a very short time. 

sony logo with slogan

Focus on making it different:

The slogan must be created by identifying the business’s unique selling proposition. They must focus on creating their slogan also very different.

It helps them to attract customers by identifying what a business and its product are about. They attract their slogan and hence make a rise in the market of their products. 

fedex logo with slogan

Make it timeless:

The slogan must not be created by keeping in view its longevity. They must be made to stand the test of time.

The slogans must be compatible with the changing technology and added new lines of the product. They must not be changed over time and time again. They must be created for longevity. 

intel logo with slogan

Ensure it Stands alone:

The slogan should not contain any kind of mystery in it. The slogan must tell the customers about the business without any need for additional information. They must tell the people exactly what they will get when they tune in.

For example, the cartoon network’s “The Best place for cartoons” tells people exactly what they will get when they tune in. 

nokia logo with slogan

Consider the targeted market:

Before creating any slogan, the market must be analyzed. Whether the customers are local, international, or national must be considered. This is because local slogans will create a problem for tourists as they will not be able to understand them.

If the business is going to be expanding in the international business, conversion or translation of the slogan into another language must not change the meaning of the slogan completely.

It must reflect the same meaning as it was before. For example, Philadelphia’s new slogan, “PHL: Here For The Making,”

3m logo with slogan

Get input:

It is a very tough job to be creative. It can be reduced by taking opinions from followers.

Facebook and Twitter can be considered to host a slogan contest with a designated hashtag to track the entries. Some free tagline generator tools can also be considered to make catchy slogans. 

cocacola logo with slogan

It is very important for a business to have a company logo. If any company does not have its logo, it must first go with it. It is because the logo and slogan go side by side. The slogan works with the logo to promote the brand of the company.

A slogan usually does not work without a logo. It creates an opportunity for the business if slogans are created on the basis of the slogan.

The uniqueness and creativity of both at once allow the better growth of the business with the help of integration of the two as a final product.

Also, top brands change their brands from time to time. Small businesses can also do the same approximately every five years.

olympus logo with slogan

Give the time it needs:

The company must give proper time to research a good slogan for the company, extra time to brainstorm the ideas for the initial research, and some more time for clients to consult and edit them.

Also, a limited amount of time should be given if it is done on a contract basis. Otherwise, it will result in great time wastage. It is not an easy task to create a new slogan.

It takes approximately an hour to create it; hence, before hiring an expert for its creation, their work must be checked to maintain trust between them.

canon logo with slogan

Keep it simple:

As it takes only a few seconds for customers to get impressed with any product, every business must focus on its simplicity. Slogans must not go over one sentence.

They must contain only limited words and can be a phrase sometimes. For example, just do it. Not simple, but enough slogan. For example, if Las Vegas had tried to use “Whatever you do while you are in Las Vegas, Stays in Las Vegas” instead of “What Happens Here, stays here.”

ford logo with slogan

Make it funny if possible:

The slogan must bring humor wherever it goes. When it comes to making slogans funny, the approach of injecting a joke or two can be adopted. It is something that a creator can adopt when he is creating a slogan.

If the person is not making it funny, then he must drop the idea and go with the next best alternative.

For example, General Electric’s slogan, “imagination at work,” draws attention to its brand with a simple yet powerful logo that celebrates human imagination and innovation. 

avis logo with slogan

Stay honest:

The business must show honesty in its work by delivering what it actually promises through its slogan.

If it is not so, they must make changes to their slogan. The company must avoid slogans containing words such as best or any other. This is because this kind of language is not only standard and boring but hard to find if it is true.

“The happiest place on the earth” is the slogan of Disneyland which defines the honesty of the slogan. It is because it fits with the content of the company and its work. 

disneyland logo with slogan

Check out How To Find A Good Slogan: Tips For Creative Branding that will help you find the right slogan.

Steps to find A slogan Of The Company

To create a catchy slogan within a limited time, there are some steps that need to be followed to create it. 

1️⃣ Assemble the team for the slogan

There is a need to involve all the stakeholders of the company, especially the staff, to create a great slogan for the company. There is no need to involve the entire office. It just needs some creative and innovative stakeholders and especially the interested ones.

It will become very difficult to twist the slogan according to the opinion and ideas of all the stakeholders. Hence the first step must be to assemble a team that must include

✅ Some staff members know about the culture of the company in detail.
✅ Applicable executives that are familiar with the future goals and line of the business
✅ Creative and good copywriters
✅ Marketing team members, including branding and PR teams

The remaining staff will be divided into two groups to act as A or B testers after finalizing two slogans at last. A date will be set for the meeting with the employees who will be decided to work on the slogan. 

2️⃣ Explain the purpose of the company and its nature

If the company is small in size or just starting its business, it will not be possible for people to know much about the company without the help of the descriptive slogan. If the slogan includes an unclear description, it will not be able to attract customers toward it.

This will be done with the help of the team members by deciding what they can do differently from others to make their business slogan work out. 

3️⃣ Decide the motive behind the slogan

As all the employees or staff know the company’s culture, they must find something to help customers communicate your business line, products, and services. It is basically a fact that customers remember only those slogans that create a feeling or emotion in them.

The slogan must be something that makes a customer excited or happy. The slogan must depict a careful or specific feeling that will remain forever in them. It must be directly related to the brand of the company.

Adding emotional feelings to the message will help the customers connect personally with the business and its products. If they get a wrong feeling, it will directly have an inverse impact on the brand of the business. 

4️⃣ Pen up all the selected slogans and choose the best two

After the planning is over, it now comes to the hardest part. It is related to creating a catchy slogan for the business. It relates to coming up with slogans and several iterations of slogan ideas.

Everyone can be given 30 minutes to 40 minutes to create a slogan and share it with others. They must not give any bad ideas at this stage. 

5️⃣ Test for the best between the two

Running the A or B test is very simple as it has to choose the best from the few slogan options. It is done with the help of others by taking the help of the entire company through mail, paid surveys, current clients, etc.

This test will be based on two choices and test them against each other to see which one is more catchy and specific. The superior or most-voted slogan will be selected. 

After considering the business’s success from a slogan, it is clear that businesses and other companies must come up with a new slogan after it has been used for a decade and established the brand. 

how to create memorable slogan

💡 There will be a question in your mind that slogan can help your business, so check out How Slogan Can Help Your Business Stand Out: Tips & Examples.

Mistakes To Avoid When Creating A Slogan

Creating a memorable and effective slogan is crucial for businesses as it can help build brand recognition and communicate the company’s values and mission.

However, many businesses make mistakes when crafting a slogan that can hurt their brand’s image and reputation.

Here are some common mistakes businesses make when creating a slogan and how they can avoid them:

Being Too Vague or Generic: A slogan that is too generic or lacks specificity can make it difficult for consumers to understand what the company stands for.

Avoid generic phrases like “quality products” or “customer service excellence.” Instead, focus on a unique value proposition that sets your business apart from the competition.

Not Considering the Target Audience: Your slogan should appeal to and resonate with your target audience. Research your audience’s preferences, interests, and values before creating a slogan to ensure it speaks to them.

Being Too Long or Complicated: A slogan should be concise and easy to remember. Avoid complex phrases or long sentences that are difficult to remember. Keep it simple and straightforward.

Copying Competitors: It’s essential to differentiate your business from competitors. Avoid using similar phrases or slogans that sound like your competitors’ slogans. Instead, create something unique that reflects your brand’s identity.

Not Testing the Slogan: Before launching a new slogan, test it with your target audience. Get feedback to see if it resonates with them or needs improvement. You can conduct surveys, focus groups, or social media polls to get feedback.

How To Test Your Business Slogan

Once you have crafted a slogan for your business, testing its effectiveness is important. Here are some methods for gauging the success of your slogan:

Surveys: Conducting surveys with your target audience can help you gather feedback on your slogan. You can use online survey tools to create easy-to-distribute and analyze surveys.

Ask questions like “How well does this slogan describe our brand?” or “Does this slogan make you more likely to consider our products/services?”

A/B Testing: A/B testing involves creating two versions of your slogan and testing them against each other to see which one performs better. You can do this by running two separate ad campaigns with each version of your slogan and tracking the results.

Focus Groups: Focus groups are a great way to get in-depth feedback on your slogan from a small group of people.

You can recruit participants who fit your target audience and ask them to provide feedback on your slogan. This can be a more time-consuming method, but it can provide valuable insights.

Social Media Listening: Monitoring social media conversations about your brand can help you gauge the effectiveness of your slogan. Look for mentions of your slogan and track how people are responding to it.

In addition to these methods, there are also several tools available to help you gather feedback on your slogan:

  • Google Surveys: Google Surveys is a tool that allows you to create surveys and collect responses from a targeted audience. You can use this tool to get feedback on your slogan.
  • SurveyMonkey: SurveyMonkey is another popular survey tool that can help you gather feedback on your slogan. You can create custom surveys and distribute them to your target audience.
  • Branding Tools: Some branding tools, such as Branding Compass or Branding Elements Generator, include features that allow you to test the effectiveness of your slogan.

By testing your business slogan, you can ensure that it effectively communicates your brand’s identity and resonates with your target audience.

Top Best Companies’ slogans

Many existing creative slogans of different companies make them stand out of the crowd. Some of them are as follows:

Walmart – Save money. Live better.

Reebok – I am what I am

Nike – Just do it

Adidas – Impossible is nothing.

Levis – quality never goes out of style

IBM – solutions for a smart planet

Sony – make belief

IMAX – Think big

Kodak – Share moments. Share life.

FedEx – when there is no tomorrow

Disneyland – the happiest place on earth

how popular brand make their slogans

If you are searching for a slogan for your business, so do check out All Businesses And Causes Slogans.

Statistics of the right slogan

Finding the right slogan for the company is not an easy task. It has to follow some steps and includes many features in it.

Every slogan must be chosen on the basis of the statistics that must be reviewed before deciding on any slogan. The slogan must be based on features that were explained before. Some of the statistics are given below:

78% of consumers believe that companies must focus on custom content for the making of a slogan.

90% of consumers expect that their experience with a brand will be similar across all platforms and devices.

➜ The right words can improve readership by 40% by making them easier to read and visually appealing. 

➜ Color is the first thing that the brains perceive from a brand, according to 40 % of people. 

➜ It takes about 5 to 7 impressions for a consumer to recognize any slogan.

➜ Our brains process images 60000 times faster than they process words.

77% of consumers make a purchase based on the brand slogan. 

72% of the best brands are named with made-up words or acronyms. 

82% of investors believe brand strength and name recognition are becoming more important. 

71% of consumers say that social media makes it crucial to choose a name that is available across multiple platforms. 

📙 Readers, check out our business slogan guide – How To Create Good Business Slogan: Tips And Strategies

top successful slogans

Frequently Asked Questions (FAQs)

What is the difference between a slogan and a tagline?

A slogan and a tagline are both short phrases used for advertising or branding purposes, but a slogan is generally used to represent a brand’s values and overall message, while a tagline is more focused on a specific product or campaign.

Additionally, slogans are usually longer and more detailed, while taglines are typically shorter and more memorable.

Can a slogan evolve over time?

Yes, a slogan can evolve over time to reflect changes in a brand’s values, products, or target audience.

As a brand grows and adapts, its messaging and branding may also need to evolve to remain relevant and appealing to consumers.

This may involve updating or changing the wording of a slogan or even developing a completely new one.

How long should a business slogan be?

A business slogan should be short and concise, ideally no more than 5-7 words. A shorter slogan is easier to remember and can effectively communicate a brand’s message or values to consumers.

Additionally, a shorter slogan is more likely to fit on marketing materials such as business cards or social media profiles.

Do I need a slogan if I have a strong brand name?

Having a strong brand name is important, but a slogan can still be beneficial in helping to reinforce your brand’s message or values.

A slogan can provide a brief and memorable way to communicate what sets your brand apart from competitors and what customers can expect from your products or services.

How Can A Slogan Help A Business Stand Out From Competitors And Differentiate Itself In The Marketplace?

A slogan can help a business stand out from competitors and differentiate itself in the marketplace by providing a memorable and concise message that communicates the business’s unique value proposition to its target audience.


There are many reasons why slogans are made. This includes launching a new product or service or some find a way to rebrand or bring a new life to an already fading brand. 

It can also control the damage in case the brand faces any issues or problems. If the company has a logo, it must try to integrate the slogan. It must be based on the words and message used in the logo from its design elements.

The slogan must be based on the core of the business and its offerings. It is not based on any hard and fast rule. There is no rule regarding the length of the slogan.

But it must be as short as a single word or two. For example, think small is a very attractive slogan. It could even be a long sentence or two but in rare cases.

👉 Facebook Marketing for small businesses can be revolutionary in terms of how they reach their target audience; read out the Facebook Marketing Tips For Small Businesses.

When choosing the words for the slogan, a. Always choose simple and easy-to-understand words. It does not contain hard words that people do not understand, and it takes a few minutes to identify its meaning.

They must get a full picture of the message the company wants to convey through the slogan. The slogan must also contain some emotions. It should make the customers feel and think something. 

business slogan guide
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