How to Write

an Effective
Business Slogan
60 Inspiring Tips & Examples
 TABLE O F CO NT ENT S SE CTIO N O NE

Introduction
Introduction
The average person sees up to 5,000 brand every messages day.

Why You Need a According to research from Yankelovich market research firm, this is
up 150% from 30 years ago. Think of advertisements on social media,
Slogan billboards, products and food items at home, radio commercials, etc.
Anywhere a brand can be, it will be. So, how can you make your brand

10 Business
stand out?

Slogan Writing Tips &

Slogans, taglines, mottos, and jingles are all memory cues to help
people remember your brand. 47% of consumers find that music used
Exercises in marketing helps them feel more connected to brands. Auditory cues
can enhance your brand’s message and help your prospective audience
to remember your brand, whether they realize it in the moment or not.
Inspiration Gallery When polled, the Intel (processor chip) “bong” sound was the second most
recognizable sound after a baby’s laugh!

Conclusion This ebook will help to explore why your brand needs a slogan, exercises
to help you create a memorable tagline that encompasses your values, and
50 inspiring examples of brands with effective, iconic slogans.

How to Write an Effective Business Slogan 2

SECT I ON T WO

Why You Need a Slogan

Slogans help to promote brand recall and make your brand more memorable. They serve as
an opportunity for your brand to stand out in a crowded marketplace and connect with your
audience. A slogan can convey what your product does or what your brand stands for. They are
short, quippy sayings that often include word play, puns, or rhymes. Business slogans can do the
following:

• Showcase a benefit of your product/service

• Convey an emotion
• Give a promise or commitment from your company
• Be funny
• Create a memorable way to remember your brand name

A good slogan is short, unique, and simple. Research from McGill University reports that people can remember up to seven items
using short term memory. Think of some of the classic, memorable slogans. McDonald’s is “I’m lovin’ it.” Nike’s is “Just do it.” Toyota’s
is “Let’s go places.” Notice a pattern? All of these slogans are three word, simple catchphrases that automatically remind the
audience of the company. McDonald’s is telling the audience that they will love McDonald’s food. Nike’s slogan is encouraging to
athletes and promotes exercise and action. Toyota gives a value of its product, the ability to physically go places, while inviting the
audience to join them with an angle of hospitality.

How to Write an Effective Business Slogan 3

Key Terms
Brand
“A brand is an identifying symbol, mark, logo, name, word and/or sentence that companies use to
distinguish their product from others.” Investopedia

Brand Awareness
“The degree of consumer recognition of a product by its name.” Investopedia

Brand Recognition
“The extent to which the general public (or an organization’s target market) is able to identify a brand
by its attributes.” Investopedia

Slogan
“Simple and catchy phrase accompanying a logo or brand, that encapsulates a product’s appeal or
the mission of a firm and makes it more memorable.” Business Dictionary

Catchphrase
“A word or expression that is used repeatedly and conveniently to represent or characterize a person,
group, idea, or point of view.” Merriam Webster

Mission Statement
“A written declaration of an organization’s core purpose and focus that normally remains unchanged
over time.” Business Dictionary
S E CTIO N THR E E

10 Business Slogan
Writing Tips & Exercises
Writing a business slogan is not a one person job. It requires many opinions,
viewpoints, and perspectives to better understand the whole picture of what your
brand stands for. Gather a group of teammates and use the following exercises to help
get the creative juices flowing. Try to use a space that is conducive to creative ideas. A
round table helps everyone in the room be seen and heard and a large white board or
sticky notes will allow you to use visual aids in some of the activities. Don’t forget about
remote teammates, too. Make sure to angle the camera lens at any visual elements of
your session.

Let’s dive in to the ten business slogan writing tips and exercises.
 Exercise #1 Exercise #2

Core Values Celebrity Status

Gather a group and start by writing
If your brand was a celebrity, who
out all of your brand’s core values.
would it be and why? Take the core
Once you have a complete list, take
values you have decided on and
things a step further by individually
think about which celebrities you feel
going around the room and
embody those values. What is the first
explaining what that core value means
thing you think about when you think
to you or how would you define what
of these celebrities? Is that the same
that value looks like in practice. Use
thing you want people to think of
that list to inform your slogan.
when they hear your slogan?

Another good way to think about the

celebrity in question is whether or not

HubSpot’s they would be a good spokesperson

Core or advocate for your product or

Values
service. Would you want to partner
with this person and create a public
relationship with them?

How to Write an Effective Business Slogan 6

 Exercise #3
Brands We Love
Have your team come up with a list of a few
brands they love and explain what about their
brand speaks to them. Large brand accounts
have millions of followers across social media.
Chances are, that somebody on your team
follows at least one already. Why do they
follow that brand? The answer will more likely
be that they enjoy the brand’s message and
engagement, than that they are simply a fan of
the product itself.
How to Write an Effective Business Slogan
Exercise #4
Improv Class
Try an improv game to get your team
comfortable with being uncomfortable and
break the ice.
An easy one to start is to get your team in
a circle. The game is to create compound
words.
Start a rhythm by clapping or slapping the
table to a beat. One person will say half a
word like “re-” then the next person can say
anything to create a full word like “volution,”
then everyone says “revolution!” Then, the
next person starts a new word, the following
person finishes, and everyone says the word
(whether it’s a real word or not.) As you go
around the circle, go faster until people
aren’t overthinking but just blurting out
anything.
7
 Exercise #5

Adjectives, Nouns, and

Verbs, Oh My!
Brainstorm all the adjectives, nouns, and verbs you associate with your brand and write them down. This will help
you play around with different options when it comes to a slogan. Have many people participate in this, and then
compile all of the lists into a word cloud like the one below. The words that are more frequently used will appear
larger, making it easy to focus on the terms that you and your team most agree upon. You can generate your own
word cloud here.

Exercise #6

Bumper Sticker Exercise

Have each of your teammates design your
company’s bumper sticker, without the use
of the company name itself. Think about the
stickers you see across coworkers’ laptops
or bumper stickers they have on their actual
car. A bumper sticker doesn’t have to be
your brand’s primary slogan, often these are
other related catchphrases or sayings that
align with your mission.

How to Write an Effective Business Slogan 8

Exercise #7

Storytelling
Have each team member tell a story that encompasses
your brand’s message. This story can be anything. It can
be about what the person first thought of when they heard
the company name, or it can be about a time they feel the
company accomplished something good. This exercise
grounds the slogan search in the real world. It isn’t just
about thinking of objectively positive adjectives that apply
to your company, it is about how your company connects on
a personal level, and how to best articulate that connection
in a succinct way.

Exercise #8

Through the Archives

Go back through your company’s old logos, slogans, and
branding. Remember the episode of Parks and Recreation
where Tom creates a branding campaign based on Jerry’s

source
old ID badge? Sometimes an old slogan can be revamped
and given new life for a new brand campaign.

How to Write an Effective Business Slogan 9

Exercise #9

Three Little Words

This is a tougher version of the bumper sticker exercise. Challenge
your coworkers to define your brand in three words. Use a
whiteboard, shared Google Sheet, or a Slack thread. Sometimes
impromptu conversations elicit the best ideas and don’t forget
about your international coworkers or those who work remotely.

Exercise #10

Focus Group
Gather a focus group of 10-15 employees or non-employees
depending on your resources. If they are employees, try to find folks
who are far removed from marketing and sales. Test out potential
slogans and create a quick survey to see how they felt when they
heard it and what it made them think of the brand.

How to Write an Effective Business Slogan 10

 S E CT I O N F O U R

Inspiration Gallery
This section includes fifty of the top slogans from brands in industries ranging
from automotive to hospitality to products to tech companies and everything in
between. These slogans are from both B2B and B2C brands and small startups to
large, international corporations. Use these timeless and effective catchphrases to
see what you like and don’t like for your own company’s slogan.

Many of the slogans in this section will likely bring back powerful memories
to commercials, moments in your own life, and jingles, proving the power of
advertising and brand recognition.

How to Write an Effective Business Slogan 11

How to Write an Effective Business Slogan 12
 source source

Where work happens. Let the real you shine. Toug

Slack is a collaboration tool for teams so their slogan succinctly references the Aerie promotes a message of body positivity and paired their new slogan with This sloga
function of their product. a campaign announcing that they will not be photoshopping or editing any of cleaning p
their models. for being
products t

How to Write an Effective Business Slogan 13

 source source source

Tough on grease, soft on hands. It’s not delivery, it’s DiGiornio. Inno
gan with This slogan shows the duality of Palmolive as both a quality dish soap, as well as a DiGiorno’s brands themselves as the alternative to ordering delivery pizza with this well- Nissan co
g any of cleaning product that is not unsafe to use. High quality cleaning agents have a reputation known and quippy slogan. Frozen pizza gets a bad rep for being worse than a freshly with exci
for being unsafe or uncomfortable to touch with your bare skin, where as cleaning made pie, so this slogan points towards a DiGiorno pizza being mistaken for one that was
products that are made to be safe and family friendly are known for not cleaning as well. delivered.

How to Write an Effective Business Slogan 14

 source source source

Innovation that excites. The world’s largest workforce works for Take
is well- Nissan conveys their forward-thinking engineering and associates their brand
themselves. We work for them. Magnum
shly with excitement. This new QuickBooks campaign which aired during the Super Bowl this year cream pr
that was showed small business owners using QuickBooks to run their companies. Their icecream
slogan shows how they empower self-employed individuals.
 source source source

Take pleasure seriously. What’s in your wallet? Get c

Magnum’s branding emotes pleasure and indulgence when eating their ice Capital One is a credit card company, hence the reference to a wallet and HelloFresh
cream products. Magnum wants you to know their product is more than just an want to be what’s in the audience’s wallet. This saying says that it matters what the ingredi
s year
icecream bar, it is something that makes your whole life better. credit card you have, and if somebody asks you this question, you better have audience to
es. Their
a good answer.

How to Write an Effective Business Slogan 16

 source source source

Get cooking. Maxx style. Maxx savings. We

nd HelloFresh is a meal delivery kit that enables its users to cook dinner with TJ Maxx’s slogan incorporates a play on their brand name along with their This slog
ers what the ingredients and recipes provided. Their simple slogan encourages the value proposition— saving money while wearing the latest fashion. grocerie
er have audience to just get cooking, whether skilled in the kitchen or not.
 source source source

The b
We get groceries. Focus on the work that matters most. your
eir This slogan uses a clever double entendre; Instacart both understands Asana is a project management software for teams and its slogan (part of a
This catc
groceries and physically gets them and delivers them to the user’s door. collection of similar slogans) highlights a key benefit of using their software—
This slog
saving you time and allowing you to work more efficiently.

How to Write an Effective Business Slogan 18

 source source source

st.
The best part of wakin’ up is Folgers in Find your way home. We
your cup. Zillow is a real estate company that helps people buy and rent houses and
of a This slog
This catchy slogan is associated with a jingle that was first released in 1984. apartments. This slogan is a phrase that somebody would say to you if they
ware— wide ran
This slogan/jingle combo helped make Folgers a household name. cared about your safety. ZIllow is saying that we don’t just help you find a
especiall
place to live, we find you a home, and therefore a place for you to feel safe and
matter w
comfortable.

How to Write an Effective Business Slogan 19

 source source source

We make it easy to find your thing. Life’s too short for bad WiFi. Hom
and
This slogan is made purposefully vague because it is representative of the Eero is a new product that allows its users to extend WiFi throughout their Angie’s L
they
wide range of items you can find on the site. No two people are the same, home using beacons. Since they are a new product, their slogan aptly tells the Hicks in 1
da
especially when it comes to their taste in art. This slogan says that it doesn’t audience what they do and why they need it. asking fo
safe and
matter what you like, we will have something for you. feeling w

How to Write an Effective Business Slogan 20

 source source source

Home is where our heart is. Forever faster. A rid

heir Angie’s List is a homegrown company that was founded by its namesake Angie This simple, two word catchphrase promotes activity, motivation, and This is an
ells the Hicks in 1995. Angie and co-founder Bill Oesterle originally went door to door dominance. This is an important sounding phrase, as it is making a very big “need” c
asking for reviews of local businesses. They have maintained the community claim. custome
feeling with their slogan, communicating a sense of family and commitment.

How to Write an Effective Business Slogan 21

 source source source

A ride when you need one. Do more in a Jiffy. Don

This is another very simple slogan that accomplishes a lot. The use of the word This slogan uses slang effectively (albeit outdated slang). Dealing with car This slog
y big “need” conveys that they know getting from point A to B safely matters to the problems is a daunting task for most. Here, they do a great job of making it obvious
customer more than anything else. seem as simple and fast as possible.

How to Write an Effective Business Slogan 22

 source source source

Don’t you just love a bargain. More than ok. Ever

car This slogan is super relatable and grabs the audience’s attention with the To most people, they could care less if they are drinking Pepsi or Coke. This Alliteratio
ng it obvious answer being “yes.” It also has a catchy jingle that goes with it. slogan is a great way for them to say that it does matter, as long as you aren’t also wan
willing to settle for satisfactory. want jew

How to Write an Effective Business Slogan 23

 source source source

Every kiss begins with Kay. Music for everyone. Date

This Alliteration is one of the best forms for a companies slogan to take. People Everyone likes music, so Spotify is for everyone. Additionally, Spotify has niche This slog
aren’t also want to fit in, and this slogan invokes Kay as the normal place to go if you genres and artists so everyone can find a specific type of music that they like. improvin
want jewelry.

How to Write an Effective Business Slogan 24

 source source source

Date, meet, network better. Never stop exploring. Tast

as niche This slogan says that Bumble isn’t just a dating site, it also points towards This is a great slogan because it points towards the functionality and Skittles lo
ey like. improving other aspects of your life. possibilities that come with wearing their clothing. and flavo
fun spirit

How to Write an Effective Business Slogan 25

source source source

Taste the rainbow. Photos for everyone. Do w

Skittles logo has multiple meanings because their product is rainbow colored The world of different people or companies owning rights to photos is a messy From the
and flavored. They are alluding to the many flavors within the candy and the one. This slogan promises that you can have them free of any hassle, which is about po
fun spirit of a rainbow. Unsplash’s mission.

How to Write an Effective Business Slogan 26

 source source source

Do what you like. Like what you do. Where dreams come true. The
a messy From the name of the company to the shirts themselves, this company is all This says that Disney is such a fun and exciting place that it isn’t even confined Making a
which is about positivity. Their slogan encapsulates this perfectly. to reality. It suggests the childlike wonder of dreams and imagination. it is paire
This slog

How to Write an Effective Business Slogan 27

 source source source

The world’s favorite florist. Together we stand. You’

onfined Making a lofty claim like the one this slogan makes can be risky, but as long as This slogan is fantastic for its effectiveness on multiple levels. Standing guar
it is paired with a good reputation it can be very persuasive to the audience. obviously because it is a shoe company, but it is also in reference to the very
This simp
This slogan also shows how 1-800-Flowers delivers worldwide. high level of humanitarian work that this company does.
guarante

How to Write an Effective Business Slogan 28

 source source source

You’re gonna like the way you look, I More for your thing. That’s our thing. Mm
guarantee it. AT&T is self aware in this slogan. They know that people don’t really care about This is a u
e very cell phone companies, as long as the phone can help them do the things that telling yo
This simple sentence does something that a lot of companies do not, they they want to do.
guarantee your satisfaction.

How to Write an Effective Business Slogan 29

 source source source

g. Mm! Mm! Good. It’s that easy. All y

re about This is a unique company slogan for its use of onomatopoeia. Also, they are Like many first time purchases, buying a piece of office equipment can be This slog
gs that telling you what your response will be to eating their soup. daunting. This slogan assures you that it will be as simple as you hope it will througho
be. alluding
movies.

How to Write an Effective Business Slogan 30

 source source source

All your TV in one place. Better everything. For everyone. Build

be This slogan is a reaction to the modern state of television being scattered This slogan sheds light on the fact that a lot of brands will try to mislead and
it will throughout many sites and services. Hulu tells you they are all you will need, the customer. Brandless takes the advertising and dishonesty away from
This slog
alluding to the fact that they have both live television and streaming shows and purchasing things people need for their everyday lives.
positive m
movies.
view on h

How to Write an Effective Business Slogan 31

 source source source

e. Building girls of courage, confidence, The easiest way to automate The

d and character. your work. Wonder
m use of it
This slogan is great in this day and age more than ever before. It is sending a Zapier connects over 1,000 apps and their slogan shows the audience how
entertain
positive message to young women and it is reflective of the world changing its their product can help and simplify almost any business process.
view on how women should be treated.

How to Write an Effective Business Slogan 32

 source source source

The wonder of it all. Get in the zone. Whe

Wonder is an underused word in this day and age, so Foxwoods makes great
use of it here. The slogan also points towards the wide range of wonderful
how
entertainment you can find at their resort.
Being “in the zone” is a commonly used phrase to describe the state of mind Boost Mo
you are in when you feel like you are on a roll and doing things right. If that younger
feeling represents how people feel when they use your services than you’ve
done something right.

How to Write an Effective Business Slogan 33

 Distribution of AMD and Intel x86 computer processors
worldwide, from 2012 to 2018, by quarter:

source source source

Where you at? Intel inside. Naus

mind Boost Mobile very nicely uses a common slang term in order to appeal to As we’ve seen with a few of these, alliteration is a great tool to get people to stom
that younger audiences. It is parallel to the “Can you Hear Me Now?” for Gen Z. remember your slogan, since it rolls off the tongue nicely. Intel processors are This slog
ou’ve in fact, inside of 80% of PCs on the market. contribu
can help

How to Write an Effective Business Slogan 34

 source source source

Nausea, heartburn, indigestion, upset Are you gellin’? Low

ple to stomach, diarrhea A lot of companies attempt to use slang to appeal to their audience, but Dr. Tran
ors are Scholl’s very bravely tries to invent its own. They were definitely successful, as
This slogan is made into a jingle for a lot of the ads for this company, which This slog
any use of the word “gellin’” certainly makes people think of this specific ad
contributes to its success, but it also very nicely lists the range of symptoms it off thoug
campaign.
can help with. this one

How to Write an Effective Business Slogan 35

 source source source

Low fares. Nothing to hide. That’s The front page of the Internet. Mak
ut Dr. Transfarency Reddit is a site that is a compilation of viral stories and public forums that Positivity
sful, as basically cover every corner of the internet. This slogan throws it back to the picked a
This slogan takes a pretty big risk with its use of wordplay. It can definitely pay
c ad word of newspapers, where the most important stories are on the front page.
off though if it effectively shows the lighthearted side of your business, which Reddit is where you will find the most important stories.
this one does well.

How to Write an Effective Business Slogan 36

 source source source

Making the world smile. You’re not you when you’re hungry.
at Positivity is a popular theme among the slogans of today’s brands. Hasbro has Snickers well known slogan advertises for their hearty, protein filled candy.
o the picked a perfectly positive phrase with which to be associated. Their gwell-known commercials in which Betty White turns into a professional
page. athlete after she eats a Snickers were extremely popular at the time.

How to Write an Effective Business Slogan 37

As you can tell from that list, there are tons of different
directions you can go when coming up with a slogan for your
company. Using the strategies outlined in this ebook, you can
create your own memorable, powerful slogan to help guide
your marketing and PR efforts.

Whether you are a world renowned company or a start up

working out of your own apartment, every company has the
same goal, to resonate with people and create an audience
of loyal brand followers. Use these tools to get your creative
thinking caps on and improve brand awareness with a simple,
catchy phrase.

Want to learn more about how HubSpot can help you in your
corporate branding and marketing intiatives? Click below.