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How To Create The Perfect Slogan For Your Company

Whether you work for a small company, own a business, or are part of the marketing department of a big firm, you know just how important a slogan is for any business. 

More importantly, you know how a great slogan can help customers and users to remember you and help you stand out amongst stiff competition. 

A slogan, or a short and memorable tagline or catchphrase, is a key component of successful marketing, it communicates your company’s values or mission to a specific audience. 

Let’s now have a look at some of the most important factors to consider in creating the perfect slogan.

Determine your slogan goals and audience first

Before you start, you need to determine your target audience and goal, as a financial services provider will obviously not have the same communication style and message as a food and beverage company, for instance. 

While a finance company like forex trading platform easyMarkets (Simply Honest) will generally focus on explaining complex financial concepts in a clear way for beginners, as well as offer a trustworthy trading environment, a food company will rather play on emotions (I’m Lovin’ It – McDonald’s, Melts In Your Mouth, Not In Your Hand – M&Ms, Red Bull Gives You Wings – Red Bull).

So, think about your outreach and establish your company’s voice before you start working on your slogan. 

Then, use the most relevant types of communication to reach your goals and adopt the right tone of voice according to your field of activity and audience. Advertising slogans, business slogans, persuasive slogans, descriptive slogans, creative slogans, as well as emotive slogans, are the most popular types of slogans.

Keep it simple and short

Once you’ve studied your target audience and determined a buyer persona, you can adopt the right approach to creating your slogan – one that should be simple, punchy, and short.

To increase your visibility, use as few words as possible to convey your idea. Avoid fancy words and phrases – go straight to the point in a clear and simple way.

Also, remember to always be honest, credible, as well as realistic, as honesty is crucial in your promotional communication strategy to build trust between your audience and your brand.

Make it powerful and memorable

To be effective and stand out from the competition, your slogan should offer something powerful, unique, and memorable. 

To help you determine what makes your brand or company unique and special, think about a product or service that only you offer, as well as your values, your vision, and your corporate culture

One way to make it memorable is to use humor or to create a slogan with rhythm if it matches your company’s voice. 

Final word

A slogan usually conveys your company’s values and identity. That’s why creating a slogan shouldn’t be taken lightly. 

If you don’t want to make your slogan completely unnoticed and you want to set your company apart from the competition, take your time! 

Think about what you want to say and how to say it – make it catchy, short, and easy to remember. 


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By Susan Barlow

Dr. Susan Barlow is retired from academia after teaching business administration, project management, and business writing courses for over 20 years.

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