How to Write the Perfect Slogan for a Business

What makes a good slogan for a business?

To write the perfect slogan for a business is to create a compelling slogan that enhances brand visibility and recall, encapsulating your brand’s allure in just a couple words. Coming up with an engaging motto is more achievable than you might think. Take a look at the following guidelines to ensure the slogan for your business yields favorable outcomes.

Consider these renowned brand slogans: “A diamond is forever,” “Finger lickin’ good,” “Snap, Crackle, Pop,” “Because you’re worth it,” and “America runs on Dunkin.” The moment you hear these, you likely conjure images of the associated products and companies. This is precisely the effect the marketing teams at DeBeers, Kentucky Fried Chicken, Rice Krispies, L’Oréal Paris, and Dunkin’ Donuts aimed to achieve with their slogans.

Major corporations generously compensate their marketing experts to write the perfect slogan for a business that etches the company’s brand into people’s memories. In the realm of marketing, this is referred to as brand recognition, a pivotal metric both customers and marketers track closely.

As a fresh-faced entrepreneur, you may not possess the financial resources of large enterprises to hire an expert to write the perfect slogan for a business. In fact, you might constitute the entire marketing “team,” tasked with formulating your perfect business slogan solo. Rest assured, you need not devise a slogan that attains worldwide acclaim. By concentrating on your target audience and adhering to these steps, you can create a memorable slogan and cultivate local brand recognition for your business.

Step 1: Get Started with a Logo

Your slogan and logo form a cohesive unit when considering the perfect slogan for a business. The logo serves as the visual representation of your brand. When you craft a slogan, you are fashioning a memorable, concise phrase that communicates the essence of your brand and what it offers to people.

These two elements complement each other seamlessly for the perfect slogan for a business, akin to the classic pairing of peanut butter and jam. Unless your advertising solely relies on auditory channels like radio, prioritizing a stellar logo precedes the slogan. For instance, consider Walmart. The company employs its logo both with and without the slogan “Save money. Live better.” Yet, observing them in unison reveals a deliberate harmony. It is evident that they were conceived in tandem.

Step 2: Embrace Simplicity

Simplicity reigns as the cardinal rule when writing the perfect slogan for a business. You are likely familiar with the adage, “less is more.” While it is not a renowned company slogan, it serves as the foundational principle of copywriting and design. Clutter and verbosity breed confusion. A number of the most effective slogans are succinct. In fact, several of the iconic examples of slogans mentioned earlier comprise only 4 to 6 words.

Step 3: Opt for Concise Language

Although the average American has a 7^th to 8^th grade reading level, the perfect slogan for a business often employ language even simpler. For instance, “It is everywhere you want to be” utilizes words within the grasp of fourth graders. Similarly, Nike’s “Just Do It” employs terminology comprehensible to young children.

Step 4: Generate a Word Catalog Linked to Your Business

To begin writing the perfect slogan for a business, compile a roster of terms that encapsulate your brand. Consider what your company specializes in and what sets it apart from competitors. Identify the specific need your business addresses and the emotions customers aim to experience upon acquiring your products or services. Include words that characterize your clientele and align with your personal passions as the founder of the company. Be sure to incorporate impactful words.

Then, consult a thesaurus to explore additional words that could be fitting. Ensure they remain straightforward enough for comprehension by elementary school students.

Review your word inventory. Which ones resonate most strongly with you? Which evoke imagery of customers achieving their objectives? These are likely the ones you will ultimately use.

Step 5: Prioritize Pronunciation Ease

If a perfect slogan for a business rolls off the tongue effortlessly, it is likely to stick in memory. Consider Gillette’s slogan, “The best a man can get,” or Disneyland’s, “The happiest place on earth.” These phrases are effortlessly spoken and consequently, effortlessly recalled.

Step 6: Harness the Impact of Potent Phrases or Words

Powerful slogan for a business evokes strong emotions. Think about the business slogans mentioned earlier. Terms like “happy” or “Do it,” along with Calvin Klein’s slogan, “Between love and madness lies obsession,” exemplify this.

Step 7: Evaluate Your Slogans

After you have completed the writing process, select your top three slogan choices and conduct a casual poll to determine which is the perfect slogan for a business. Seek input from your friends, family, and customers, asking them to choose their favorite without providing any additional context or explanation. Remember, your slogan must resonate even without your personal explanation.

As you gather feedback from a sufficient number of people, a clear frontrunner will likely emerge. Collect as much feedback as possible, and consider utilizing a free tool like SurveyMonkey for this purpose.

Lastly…

It is important to note that not every business must have a perfect slogan. Certain industries and brands may not find it necessary, and that’s perfectly acceptable. Consider the fashion industry, for instance. Can you recall the slogans for Michael Kors, Coach, or Chanel? If you cater to a specialized market, a slogan may not be essential. Similarly, if your business doesn’t heavily rely on marketing, you can likely function without a perfect slogan for a business.