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What is a Slogan? Easy Steps on How to Create a Slogan for Business

What is a Slogan? Easy Steps on How to Create a Slogan for Business

A slogan describes a short but memorable phrase that summarizes your brand on behalf of your audience. A slogan is one of the strongest weapons for constructing a brand and telling the world what a business or company stands for. An appealing slogan that can form part of a marketing campaign, among other advertising specialties, builds client relations, makes the company known, and attracts loyalty.

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  1. Types of Slogans for Business
  2. Why Companies Use Slogans for Business and How They Work
  3. What Makes a Good Business Slogan?
  4. What Separates a Business Slogan From a Tagline
  5. Tips on How to Create a Business Slogans

Types of Slogans for Business

Descriptive Slogans

These phrases explain why a business is unique and provides a good service. BMW's "The Ultimate Driving Machine" is one example that suggests that the company makes excellent cars that offer an exceptional driving experience.

Advantage: A value proposition is a brief and direct statement summarizing a brand's USP and functions like an advertisement highlight.

Emotional Slogans

The goal of an emotional slogan is to evoke certain feelings in the viewer. For example, Nike's "Just Do It."  stimulates and encourages you to pursue your goals and is about more than simply shoes.

Business Slogan

Advantage: They create an emotional connection between the brand and specific emotions or memories beyond simple product use.

Provocative Slogans

They cause a barrage of slogans to divert your normal mental process. Apple's "Think Differently" campaign promotes uniqueness, inventiveness, and nonconformity.

Advantage: These leave a lasting impression by forcing you to rethink things and projecting an image of a progressive company.

Memorable Slogans

You can easily recall these slogans. The catchy tagline "I'm Lovin' It" is a great way to connect the enjoyment of McDonald's cuisine with the brand.

Business slogans

Advantage: The brand name is always front and center thanks to its sticky nature, which acts as a sound that sticks in your memory.

Why Companies Use Slogans for Business and How They Work

Clarity and Distinctiveness

In a competitive market, business slogans create uniqueness that allows effective communication of an idea to be achieved without lengthy explanations and assurance of a clear image of the brand.

Enhanced Memorability

Slogan for business

The slogan is nothing more than a memory prompt or mental cue to help consumers think of brands on command.

Brand Uniqueness

Strong business slogans highlight the different qualities of the company which make it unique and develop into a group of people seeking such distinguishing qualities.

Marketing Versatility

Business slogans can be used in different means of marketing, such as in forming taglines, advertisement campaigns, or promotional materials like brochures and pamphlets. These have resonance across various media, aiding memory and uniform brand messaging.

What constitutes a good business slogan?

Memorable Impact

One has to have a catchy company motto that stays in the customers' minds easily. Think About It: The "Taste the Feeling" slogan for the Coca-Cola campaign is very inspiring and will be remembered by associating it with the pleasant feeling of fulfilling hunger.

Relevance to Brand Identity

The slogan should be attractive and relate directly to the company's fundamental principles or USPs. Home Depot's "More Saving. More doing." says it all and epitomizes their affordable, DIY orientation while reflecting their customer-centricity.

Distinctive Edge

A catchy Tagline is necessary as it allows a company to be differentiated by highlighting its unique value proposition(s). Apple's "Think Different" campaign shuns norms and reaffirms its position as a technological and innovative front-runner.

Clear and Concise Messaging

A good slogan is always memorable and is straight to the point. In the fast food sector, "Have It Your Way" from Burger King represents individual service, reflecting the specific needs of customers and the power they hold over fast food chains.

What separates a business slogan from a tagline


  • The slogan is a short and memorable expression that summarizes the essence of a company, product, or service.
  • This is often durable and reflects key principles or unique propositions from the firm it represents.
  • Business slogans should relate to the emotions of a targeted population and a brand’s identity that remains untouched for ages.
  • Motivation and determination are the words describing “Just Do It,” which was the hit song for Nike’s empowering brand.


  • A tagline is a short phrase related to the company name or its logo, which is typically changed when the firm starts a new marketing campaign program or introduces a new product.
  • Tagline responds to changes in the market trend about specific campaigns, promotions, or versions of offerings.
  • These are short-lived, crafted to support the execution of a specific campaign and accentuate a particular feature.
  • For instance, look at Apple’s “Think Different” brand, which highlighted creativity and uniqueness during a stated period.

Tips on How to Create a Business Slogans

Describe Your Point of View

Pick a focus for one of your phrases. Look at the specifications, advantages, and how your product fulfills the requirements of your chosen market. Such clarity acts as a pointer in constructing your business slogan.

It's Important to Be Brief

Ensure you have a catchy and short slogan. Highlight one primary benefit that separates your product/service from others. Avoid using too many compounded and convoluted sentences.

Represent the Voice of the Brand

Ensure that the phrase represents the nature and style of your brand. Ensure it maintains your brand's specific theme or tone, such as the funny, sad, creative, or empathetic.

Come Up with Ideas

Come up with possible business slogans depending on your chosen brand voice and stated message. Brainstorm on different points of view and feelings by writing any sentence that pops into your mind. Sometimes, even small ideas inspire great things.

Boost Current Message

Think of ways this slogan can help spotlight the brand or your ongoing messaging. The motto is that you should strengthen and boost its identity to build brand recognition and provide uniqueness to your organization.

Look for Inspiration

Sources of inspiration may include industry trends, competing slogans, or free writing exercises. Find new perspectives or consider things that remain unexplored.

Online Resources and Support:

You can use websites with phrases or models to get a new idea or sharpen an old one. Be careful with a slogan, though it should adhere to your business.

You can use websites with phrases or models to get a new idea or sharpen an old one. Be careful with a slogan, though it should adhere to your business.

Get started with the free Zoviz Logo Maker, which embeds your Slogans with Brand Name, too. This will enable you to scroll through various logo designs that match perfectly with your slogan. It can also be a prospective supply of novel sayings and a more explicit sense for someone.

An effective and short business slogan must remind someone of a particular company/brand as soon as they hear it. For example, the "loving it" slogan at McDonald's comes into one's mind; it is brief, easily remembered, and linked with restaurant products. That is what a good slogan does well.

Go deeper into the craft of creating a memorable brand identity by reading these articles:

  1. How can branding help your business?
  2. 10 Fundamental Tips for Making a Good Logo
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