Brand Management Consultants

Guide to Creating a Business Slogan

A compelling slogan can make your business memorable
By Linda Formichelli

A slogan is a short phrase that does a lot of work. In just a few words, it can convey all sorts of information about your business or product. A memorable slogan can even become part of the culture (a là "Where's the beef?"), which is great for your business.

A good slogan:

1. Tells your prospects the benefits you offer them.
2. Shows how you position yourself versus your competitors.
3. Makes your business memorable to prospective customers.

Action Steps

The best contacts and resources to help you get it done

Zero in on your key benefits A great slogan tells potential customers what you can offer them that your competitors can't, whether it's powerful ideas, a high-quality product, or exceptional customer service. It's your 'unique selling position.' For example, 'You're in good hands with Allstate' tells customers that Allstate provides bend-over-backwards service.

I recommend:  Identify your company's unique selling position with these tips.

Brainstorm slogan ideas Holding a brainstorming session (by yourself or with colleagues) is a good way to generate slogans.

I recommend:  Get inspired by the most memorable slogans, collected by Wikiquote. Try mind-mapping to generate ideas. Totally at a loss? The Advertising Slogan Generator and The Sloganizer are meant for fun, but can jumpstart the brainstorming process. Enter a keyword in the field and the system will turn it into a (sometimes nonsensical) slogan.

Test it Test your slogan with both current and prospective customers; if you test only with current customers, you won't learn how to create a slogan that converts prospects into customers.

I recommend:  Zoomerang lets you write a survey using its template and post it to your Web site or send it to your prospects via e-mail. You can also send your survey to a selection of Zoomerang's 2.5 million survey respondents. Or, if you have an e-mail newsletter or a blog, ask subscribers or visitors for feedback on your chosen slogan.

Tips & Tactics

Helpful advice for making the most of this Guide

• Look at your competitors' slogans to make sure you say something different.
• A witty slogan (if your business lends itself to it) is more memorable than a dead-serious one.
• Including your name in the slogan will ensure that people remember your business when they remember your slogan.
• Make your slogan work for you by putting it on your Web site, on your marketing materials, on your voicemail message, and in your ads.