7 tips for writing a slogan for your company, plus examples to get inspired

Nick A. | August 11, 2021
13 mins

You know a good slogan when you hear it: It’s catchy, memorable, and clever. A good company slogan sticks around long after the ad, social media post, or web page disappears, helping cement the connection between a brand and the products and services it offers. But writing a slogan is a whole different exercise. If you’re considering a slogan for your business, how do you begin?

To help you get started on your slogan writing journey, this guide will teach you the basics of company slogans, provide examples of the most famous slogans out there, and offer up seven tips for writing your own slogan.

What makes a good slogan?

It takes equal parts brainpower and imagination to come up with a slogan that sticks. The best slogans stand apart in these five ways that can help guide your slogan writing process:

  • It’s short and sweet. The quicker a slogan gets to the point, the more likely it is to stick around and leave a lasting impression.
  • It’s memorable. Short does not always mean easy to remember. Word play, alliteration, rhymes, and other language tricks make it easier for customers to remember a slogan.
  • It’s attention grabbing. Hook the audience by the brain. A good slogan should have that “wow” factor that makes customers stop and pay attention. It could be a question posed to them, clever wordplay, or something else out of the box.
  • It’s different from what’s already out there. Slogans give companies an edge to stand apart from competitors.
  • It’s emotional. How your customers feel about your brand influences their decision to buy from you. Knowing that this selection is very much a personal choice, a good slogan attempts to make an emotional connection with a potential customer.

Looking for inspiration as you write your company’s slogan? Learn more about these 10 iconic slogans — and what makes them so memorable and effective — so you can apply those takeaways to your own business.

1. “Where’s the beef?” for Wendy’s

Featured in one of the most famous TV commercials of all time, this slogan by fast food restaurant Wendy’s ruled the ‘80s in a way that few other pop culture references did. The 30-second spot featured three senior citizens hovering around a Wendy’s burger, with one woman famously asking about the patty’s whereabouts. The slogan was so successful that it was credited for boosting Wendy’s sales by 31%
The Wendy’s commercial created a perfect storm of factors to make this iconic slogan stick. “Where’s the beef?” was a direct jab at other fast food joints that used smaller patties in their hamburgers. The hilarious visual of a large bun engulfing a tiny piece of beef hammered home the point that Wendy’s hamburgers had more meat. And then there was Clara, the four-foot-ten, instantly iconic 81-year-old who made Wendy’s famous nearly overnight. Close to 40 years after it debuted, the slogan still resonates as one of the greatest ever uttered on TV.

2. “Melts in your mouth, not in your hand,” for M&M’s

M&M’s advertising involves more than its anthropomorphic pieces of candy-coated chocolate. This slogan, which was trademarked by M&M’s way back in 1954, is just as effective as it is memorable. Instead of a chocolate bar turning into a melty mess in your warm hands, M&M’s shell stayed whole and was less likely to get gooey and sticky when the temperature wasn’t just right. In just eight words, M&M’s set itself apart from the other candies, and has done so for decades and even across galaxies when the candies made their way to space.

M&M's colored sweets on a table
Photo by Patrick Fore on Unsplash

3. “A diamond is forever,” for De Beers

De Beers changed how couples decided to marry, and it’s all because of these four words. Created by copywriter Mary Frances Gerety in 1948 to help combat the slumping sales of diamonds, the slogan has been in use for more than 70 years. It iconically and almost single-handedly boosted diamond sales, which had been slipping at worst and were uneven at best in the decade prior to the slogan’s unveiling. Today, nearly three-quarters of engaged women wear a diamond ring, in no small part due to this campaign. No wonder Ad Age magazine named A Diamond Is Forever “the slogan of the century” in 1999!

Diamonds laying on a table
Photo by Edgar Soto on Unsplash

4. “There are some things money can’t buy. For everything else, there’s MasterCard,” for MasterCard

The iconic “Priceless” campaign for MasterCard was unveiled in 1997. Designed to help the card boost its slipping profile against stronger competitors, MasterCard painted a beautiful picture of a family enjoying a baseball game. Attending the game certainly costs money, but the memories made there cannot be assigned a dollar value. And with that, more than 20 years later, MasterCard is still associated with its “Priceless” campaign and the slogan that reinforced how you can create those memories, too.

MasterCard logo on a card
Photo by Pixabay from Pexels

5. “Can you hear me now? Good!” for Verizon

Fewer slogans in recent decades have been as oft-quoted — and as oft-spoofed — as this famous Verizon commercial. Featuring the bespeckled, spiky-haired “test man,” Paul Marcarelli, the actor asked over and over again if the person on the other line could understand what he was saying. With a simple “Good!” at the end of his now-iconic line, the viewer got the point: Verizon was synonymous with unparalleled service quality. The line was so memorable that it followed Marcarelli to a competitor, Sprint, who hired him in 2016 to emphasize their network quality. This simple slogan succinctly summarized what Verizon provided, and how well it provided that service, in a way that no viewer was left questioning what was being offered — and who did it best.

Verizon logo example
Icons made by Freepik from www.flaticon.com

6. “Strong enough for a man, but made for a woman,” for Secret

It’s been nearly 50 years since Secret deodorant unveiled this slogan in 1972. As the first deodorant geared specifically toward female consumers, Secret’s formulations were developed under the presumption that men and women had different antiperspirant and deodorant needs. However, the brand wanted to emphasize that they did not cut corners or compromise its formula for the sake of creating a product for women. Thus, this straightforward slogan was born.

7. “Fifteen minutes could save you 15%,” for Geico

The little green gecko, the caveman, the “hump day” camel, Maxwell the Pig, and so on and so forth: Insurance agency Geico’s multi-billion-dollar advertising campaigns are nothing short of memorable. As absurd as the ads would get, each summed up what Geico offered in a simple slogan: In exchange for just a few minutes on the phone, a customer could save a little bit off their auto insurance bill. No matter how off-topic or surreal the ad, viewers knew the insurance agency’s mission, brand value, and why Geico is different just by hearing this slogan in the ad.

8. “When you care enough to send the very best,” for Hallmark

Card company Hallmark, which has used this slogan since 1944, is known for acknowledging special occasions, from birthdays to anniversaries to get well wishes. To that end, their slogan is straight and to the point: If you want to send a thoughtful card to a loved one, Hallmark is the place to go.

The slogan stands the test of time because of its deep, strong roots in the company’s core values. According to Hallmark, sales and marketing executive Ed Goodman jotted down the slogan by drawing on what he believed Hallmark stood for: caring and quality. Those brand values never changed, and neither has the company’s slogan.

9. “Got milk?” for the California Milk Processor Board

There are fewer slogans as widely known — and arguably, as beloved — as the Got Milk? campaign for the California Milk Processor Board. Launched in the 1990s, this campaign featured the era’s most popular celebrities boasting milk mustaches in an effort to boost milk sales. By all measures, the campaign worked: Not only is it a cultural mainstay, but it increased milk sales by millions of gallons annually.

The reason the Got Milk? campaign worked is due to its simplicity. The commercials posed the drink as refreshing in a pinch, as the subject needed to quickly wash down a sticky food like peanut butter. The two words posed a question that was technically grammatically incorrect, yet the audience didn’t seem to mind. And although the slogan technically retired in 2014 — it made a revival appearance during the COVID-19 pandemic —  it still stands the test of time, with a 90%+ awareness rate and endless spoofs.

10. “Have a break. Have a KitKat,” for KitKat

KitKat unveiled this slogan in 1957, and it’s been in use ever since. Like many on this list, what makes this slogan so iconic is its simplicity. Take a few minutes to yourself to enjoy this chocolate-dipped wafer candy bar by physically pulling apart the pieces and savoring each one. That double meaning of “break” was the perfect fit to describe this unique product, all inspired by the KitKat itself. 

KitKat logo example
Photo by Justin on Unsplash

7 tips for writing your own company slogan

With these great historic examples in mind, you can begin experimenting with a slogan of your own. But how do you know that your slogan is strong enough to make a lasting impression? Even without the big budgets these big companies have to spend on advertising, you can create an effective slogan of your own. Here are seven tips to help you get there.

  1. Keep it simple. The greatest slogans take hold in seconds. The simpler the slogan, the more likely it is to stick. Opt for shorter words, easy-to-digest phrases, and creative plays on words that are understood quickly without requiring any additional explanation. (Explaining the slogan defeats the purpose of the slogan!)
  2. Select a direction. Some companies may want to consider a funny slogan, while others want to evoke a more serious emotion. You may want to talk about your offerings in a direct manner, while other slogans might focus on what customers will experience when using the company’s product or service. Knowing which way you’d like to go shapes the whole process by organizing your ideas and keeping them anchored to a central theme. This also helps you rule out options that may not fit your desired criteria.
  3. Be positive. Use upbeat and positive language to describe your products or services. While that may sound obvious, companies that choose to go the self-deprecating route run the risk of insulting customers in the process. Stay on the bright side and avoid negative language when developing your slogan.
  4. Shoot for a succinct slogan. It may be tempting to explain everything you do in one shot, but that’s not realistic or feasible. Try narrowing down your options into your strongest points, top sellers, or biggest differentiating values. This can be connected to the product or service you offer, your company values, or the customer experience you offer. The general rule of thumb is no more than eight words, but as you see in the above examples, a slogan can be great while exceeding this limit. Just make sure you choose your words wisely!
  5. Don’t go too short. Yes, brevity is preferred when writing your slogan, but a one-word slogan or even a two-word slogan may be too short to have a significant effect on your customers. While this is not a make-or-break rule — after all, Got Milk? is only two words — it’s rare that a slogan can be effective when it’s too short to properly encompass all your company has to offer. Take advantage of the space you have.
  6. Be different. Just like successful slogans are closely linked with their companies, many of them become closely associated with the overall industry as well.  Because “A diamond is forever” is so tied to the jewelry industry, any similar slogan would simply be seen as a knockoff of that slogan. “A necklace is forever” would not be effective because it’s too similar to such a famous slogan.
  7. Consider protecting your work. While not all slogans are able to be protected with a trademark, some that are unique enough or strongly tied to your brand identity in the eyes of the public are eligible. If your slogan has a chance of successfully receiving a trademark, you can better protect your brand and ensure that imitators don’t take advantage. For example, “Got Milk?” has been a federally registered trademark since 1995. Speak with your legal team or a trademark attorney for more information, as this is not a straightforward process and not all slogans are eligible.

Why are slogans important?

Slogans are a great way to help your customers remember you when it comes time to shop your product or service. They are effective in three important ways:

  • Slogans help build brand identity. Your brand identity is composed of several elements that all work to present the right message to your ideal customer. A good slogan can help drive home the message that you have what’s best. 
  • Slogans cultivate a relationship between your brand and your customers. Branding is designed to create a connection so your customers feel compelled to return to your company time and again. With a clever, funny, or creative slogan, you can help further advance that connection.
  • Slogans help communicate your company’s “why.” Customers want to know why they should give your company their business. That could be related to company values, a difference in quality, or something personable or human about your brand that they like. A pithy and catchy slogan can help drive home that point.

Slogan vs. tagline: What’s the difference?

Slogan and tagline are two terms often used interchangeably, but there’s technically a difference between them. Taglines are generally short, quippy, and connected to the brand as a whole, while a slogan can be longer, more abstract, and may be specific to a certain advertising campaign. A tagline may also be a part of your branding when you design a logo for your business. To learn more, check out the Namecheap guide to coming up with a tagline.

Start building your brand with Namecheap

As mentioned earlier in this guide, a slogan is only part of your overall brand identity, which includes many moving parts that work together to reinforce what your company does and what it offers. Namecheap’s Visual suite of brand identity tools can help you with your entire brand building process.

Namecheap makes it easy for entrepreneurs to get all the branding materials they need to launch their next venture. Once you have a slogan you’re happy with, you can use the Namecheap Business Card Maker to place it on your new business cards. Easily place your new slogan on your website with Namecheap’s website builder, which makes adding new content to your site a simple and painless process. And if your slogan writing process inspires more creative changes to your branding, the Namecheap Free Logo Maker allows you to create a new logo with just a few clicks through our intuitive system. Get started today with the whole suite of branding tools offered through Visual.


Picture of Nick A.

Nick A.

Nick Allen is a writer, photographer, and content marketer. He’s also the founder of BrainBoost Media, a boutique content and operations studio. With a wide range of interests, he enjoys reading and writing about sports, entrepreneurship, and start-ups.

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