4 Tips to Create a Killer Slogan

Creating a powerful slogan is more complex than just coming up with a clever pun. Despite the best intentions, many companies end up with a bland or interchangeable tagline. And yet, every organization dreams of that one line that hits the mark.

The ideal slogan sticks to the brand like a well-crafted label: it stays top of mind, creates an emotional connection and conveys a clear positioning. Think of iconic examples like Nike’s Just do it or L’Oréal’s Because you’re worth it. It’s strong. It’s clear. And above all, it resonates.

Of course, if it were that easy, everyone would already have nailed it. To avoid the usual traps and maximize your chances of success, here are four practical tips for building a slogan with real bite.

1. A slogan that positions you clearly

A strong slogan helps your brand claim a unique space in your audience’s mind. To ensure it does, ask the right questions: Does this tagline help potential clients understand what the company does, what it stands for, or how it stands out? Nobody has time to play guessing games with a brand. Vague slogans don’t spark curiosity—they lead to indifference. It’s better to be clear before being clever, edgy or cool.

2. A slogan that addresses a real need

If your business name doesn’t clearly explain what you offer, it makes sense to use the slogan to do some of that work. But if it’s just a dry description with no benefit to the client, it won’t stick. People are looking for solutions, not vague wordplay. Here’s a good test: does your slogan spark an “Aha!” or more of a “So what?”

3. A slogan with personality

Tone communicates emotion. And it’s often that emotion that makes the connection. A line like The specialists in… or The king of… feels generic and flat. On the other hand, a phrase like I’m lovin’ it (McDonald’s) conveys a feeling, a moment. The consumer connects with that kind of message because it speaks to the human behind the buyer.

4. An honest (and modest) slogan

Empty superlatives like the best, the most efficient, the most reliable don’t cut it anymore. Unless your brand can back up bold claims with proof, stick with something authentic. A slogan that genuinely reflects your brand’s personality and promise will always have more impact.

One last reminder: when it comes to slogans, time is your best ally.
No brilliant tagline ever came from rushing the process. Let the ideas sit, test them with your team, clients and suppliers. Yes, you might get a few tough reviews, but that feedback is gold. And once you’ve refined the most promising ideas, you’ll end up with a slogan that stands out and holds up.

Building a great slogan is 10% inspiration and 90% perspiration. There’s no shortcut—but the payoff is worth it.