Ways to Write a Slogan

We’re all familiar with the power of a good slogan. Simple phrases such as “Melts in your mouth, not in your hand” or “Tastes so good, cats ask for it by name” allow millions of people to instantly visualize a specific product or brand without saying the company’s name. This brand awareness or recognition is an essential metric for marketers and consumers alike and is critical for acquiring new customers.

But what goes into creating these memorable slogans? Whether your business is large or small, writing a slogan takes time, effort and creativity. Keep reading to learn how to write a slogan to elevate your marketing campaign.

What Is a Slogan?

A slogan is a memorable phrase or a few words that capture the identity of your company or product. Your slogan should express an ideal while adding emotional impact in as few words as possible. While this process requires some effort, good corporate slogans are immensely beneficial for your company and advertising campaign.

The purpose of your slogan is to quickly grab attention and leave a message in your customer’s mind. To ensure your slogan is easy to remember and understand, there are several key components to follow. Upgrade your slogan from regular to great by:

  • Keeping it brief: Brief, simple and sometimes funny slogans are more likely to stick in your customers’ heads after their first encounter with these messages.
  • Using a friendly tone: Create a positive image for your company by using lively and persuasive words to leave a good first impression on potential customers.
  • Highlighting benefits: Showcase the advantages of using your company, product or service in a few words.
  • Making your brand stand out: Highlight your product’s best features while showing how it is different or better than the competition.

Slogan Options

There are seven ways to write a slogan to meet your corporate branding goals. Your slogan writing options include:

1. Business Slogans

A business slogan will highlight a feature or service that sets your company apart from the competition. Ideally, your business slogan should be short but informational. While creating your slogan, highlight a distinct value your business embodies, such as trust or self-love.

2. Advertising Slogans

An advertising slogan focuses on a specific product or service instead of the overall company. The main goal of an advertising slogan is to establish a link between the product’s use and the positive experiences that result from buying this item. Advertising slogans and branding are not permanent and will change as your product changes or if your company modifies its advertising campaign.

3. Descriptive Slogans

A descriptive slogan builds an image of your business in your customer’s mind. This slogan is a great way to help your company stand out from competitors. If your brand has a non-descriptive name, using a descriptive slogan is a beneficial option. However, be careful not to make your slogan too long when describing your company, as precise messages are more effective.

4. Commanding Slogans

Commanding slogans are short but powerful. They evoke strong emotions in your customers to persuade them to take action and make a purchase. A commanding slogan may tell your target audience what they should do with your product or how it will benefit them by using a convincing tone.

5. Persuasive Slogans

A persuasive slogan emphasizes why a customer should use your product or service over the competition. This type of slogan will make a case of why your business is trustworthy and can solve a specific problem. You will directly address why a customer needs a product, similar to giving a selling statement.

6. Creative Slogans

Raise the bar of your advertising campaign by crafting a creative slogan. A creative slogan uses literary devices to draw out a response from customers. While writing this slogan, you will have to walk the fine line of thinking outside the box but not so much that your slogan goes over your customers’ heads.

7. Emotive Slogans

As the name may suggest, an emotive slogan will create an emotional response in your customer. Emotive slogans go beyond providing information about your business or product to help your audience fulfill an emotional need.

Top Tips for Slogan Writing

Creating a slogan is an essential part of enhancing your brand awareness or identity. To ensure you have the best one possible, here are some tips to keep in mind:

  1. Take your time: Learn and research as much as you can about your potential customers before writing your slogan. After writing a slogan, you may want to spend some time away from it and revisit it later before deciding if it is a good fit for your company.
  2. Use humor: Witty slogans are memorable and will establish a greater connection between you and your buyers. When writing a humorous slogan, be careful not to discredit your business or create an unprofessional line.
  3. Stay simple: Short slogans will capture attention more quickly and are easier to remember.
  4. Highlight unique features: Always showcase what makes your business stand out when writing a slogan.
  5. Use a call to action: An effective call to action will inspire your potential clients to buy the products or services you’re selling.
  6. Link a common expression: Using a well-known phrase or proverb is a creative way to generate universal understanding in your slogan.

With these tips in mind, you can create a creative and memorable slogan, making it an effective marketing tool.

Popular Examples

The following world-class slogans are great examples of effective marketing. These slogans write and sell well and effectively convey the idea or value of their brand. Studying slogans that resonate with you will help you create your own memorable message.

The U.S. Marine Corps

“Semper Fi” is Latin for “always faithful” and effectively embodies the Marines’ defining characteristic of being faithful and loyal. The memorable proverb also explains why the public should trust this organization.


“It does exactly what it says on the can” is a simple, functional slogan for a simple, functional product: wood stain. By placing value in reliability, this slogan allows customers to trust Ronseal and know exactly how this product will benefit them.

Dollar Shave Club

“Shave time. Shave money” is a short slogan that humorously combines two of the shaving service’s main benefits, cost and convenience. This slogan is to the point and represents the brand’s overall tone.

34 Unique Slogan Ideas

1. Ask a question
Does she or doesn’t she? -Clairol

2. Show your unique commitment
We try harder -Avis

3. Explain product superiority
Takes a licking and keeps on ticking -Timex

4. Evoke a benefit in a fresh way
Let your fingers do the walking -Yellow Pages

5. Use an emotive call to action
Reach out and touch someone -AT&T

6. Use an evocative call to action
Put a tiger in your tank -Esso

7. Use an imperative call to action
Just do it -Nike

8. Use a one-word call to action
Think -IBM

9. Use a cheeky call to action
Let us tan your hide -Crisby Frisian Fur Co.

10. Revisit a familiar call to action
Reach out and bust someone -Crime Stoppers

11. Link a product feature with an abstract need
A diamond is forever -DeBeers

12. Link a feature with your address
We corner the market -Irving Rivers Ltd.

13. Combine a feature and a benefit in the same phrase
Make yourself at home -IKEA

14. Declare a superlative feature
The world’s #1 selling financial software -Quicken

15. Make a compelling promise
The world on time -Federal Express

16. Be whimsical
It’s the real thing -Coca-Cola

17. Say it staccato
Soothes. Cleanses. Refreshes. -Murine eyedrops

18. Use a two-fold delivery with a twist
Common sense. Uncommon results -David Ingram and Associates

19. Address a specific need
For women whose eyes are older than they are -Robert Powers skin cream

20. Be abstract but client-centered
After all, it is your information -Authentex Software

21. Describe your product in a novel way
Liquid jewelry -Lorr Laboratories nail polish

22. Link company name to product benefit
Never forgets -Elephant Memory Systems

23. Suggest the cost of not using your product
Because so much is riding on your tires -Michelin

24. Be grotesque to make a point
Wears like a pig’s nose -W. M. Finck & Co. men’s overalls

25. Turn a current business maxim on its ear
Think small -Volkswagen

26. Link a well-known phrase with your product benefit
Understanding comes with Time -Time magazine

27. Brag about yourself
We take the world’s greatest pictures -Nikon

28. Brag about your product and your client
You and Betty Crocker can bake someone happy -Betty Crocker

29. Take a breath and say it all
Finest anti-knock non-premium gasoline ever offered at no extra cost -Union Oil Co.

30. Describe your service and its #1 benefit in two words
Advertising pays -Industry maxim

31. Personify your product
Laughs at time -Du Pont paint

32. Distill your business into one phrase
The Document Company -Xerox Corp.

33. Tie your slogan to your logo
Get a piece of the Rock -Prudential Insurance Co.

34. Dare to be different
Dare to diff -LOEB Cola

Alan Sharpe is a North American copywriter who specializes in business-to-business copywriting for Fortune 1000 high-technology companies. He helps them increase sales and generate leads. Alan works with advertising agencies and multinationals to develop print ad campaigns, direct marketing programs, sales and marketing collateral, slogans, taglines, product branding, and online advertising.

Help Your Business Stand Out With ePromos

After crafting the perfect slogan, share it with your customers by using promotional products from ePromos. We have a wide range of products, ranging from bags to drinkware, that will help you share your branding ideas to promote your company and build customer relationships. Speak to one of our experts to learn more by calling us at 877-377-6667 today.

About Author

Katie Salerno Avatar

Katie S.

Reviewed By: Kaite S. - Marketing Brand Specialist

Tenacious brand warrior who is laser-focused on boosting our brand through effective social media presence and multiple resources. Principal producer of marvelous messages and email exposés. Message + Creative maestro who has an opening for a puppy co-worker with the expectation they stay clear of her pommes frites.