Connect with us


How to create a catchy company slogan



A slogan makes a brand more recognizable and memorable.

Great slogans inspire lots of emotional connection, but getting one is no mean feat. Companies struggle and often change slogans that don’t connect with their target market. Some great slogans too can lose their oomph after some time or with a change of tastes.

Safaricom recently changed its slogan from The Better Option to Twaweza, in the spirit of moving the brand to a more emotional level. Orange Telkom too changed its slogan with a rebrand to a move youthful, ‘Moving with you’. In media, Standard newspaper is good at changing slogan while Nation newspapers has retained its The Truth slogan for years.

A slogan makes a brand more recognizable and memorable. Some of the most successful slogans internationally include: “A diamond is forever.” “Snap, Crackle, Pop.” “Finger lickin’ good.” “It’s everywhere you want to be.”

With a good slogan you might instantly visualize the product just by hearing the slogan and thinking of the company. That’s exactly what the marketing team working for DeBeers, Rice Krispies, Kentucky Fried Chicken (Now, KFC) and Visa were hoping would happen, respectively, in the slogans above.

“Companies pay their marketing teams handsomely to come up with the perfect slogan that will make people remember their brand,” says Tim Parker of Attard Communications. “In marketing, it’s called brand awareness or recognition and it’s one of the most important metrics marketers and customers watch.”

It’s no easy task to write a good slogan and if you don’t have the money to hire a premium-priced marketing firm, it’s that much more difficult. But that doesn’t mean you can’t make your local business memorable with a good slogan. You don’t have to make it onto the best slogans of all-time list. You just want to add a bit of brand awareness to your local business.

Tim Parker, who contributes for, shares the following tips on slogan-making:

1. Start with your Logo: A good slogan is born from a good logo. The slogan and the logo are like peanut butter and jelly. Unless all your advertising happens on the radio, you need a top-notch logo before the slogan. Take Walmart, for example. The company uses its logo with and without it’s slogan, “Save money. Live Better” but looking at the two together shows a lot of intentionality. They were obviously designed together.

2. Keep it Simple: Anybody who does creative professionally lives by one overarching rule — keep it simple. Have you heard the phrase, “less is more?” No, it’s not some famous company’s slogan. It’s the first rule of design. Clutter causes confusion. Many of the best slogans have few words. Most of our most famous examples above have between 4 and 6 words. Nakumatt’s ‘You need it, We got it’” or Nation’s The Truth comes to mind.

3. Use Small Words: Famous slogans use much simpler words than that. “It’s everywhere you want to be” uses words that even a primary school leaver would know. Same with Nike. “Just Do It” uses words that young children would understand.

4. Make it Roll off the Tongue: If it’s easy to say, it’s probably easy to remember. Gillette’s slogan, “The best a man can get” is easy to say. Same with Disneyland, “The happiest place on earth.” If you can say it easily, you can remember it easily.

5. Use Power Words or Phrases: Power words or phrases invoke emotion. Look through the slogans we’ve already listed. Words like, “happy” or “Do it”, or how about Calvin Klein’s slogan, “Between love and madness lies obsession.”

How to Write a Slogan

First, make a list of words that describe your brand. What does your company do, how is it different than your competitors? List words that would describe your client base, and what are you as the company founder passionate about? Remember to use those power words.

Next, pull up an online thesaurus and find some other words that might work. Remember to keep them simple enough that any grade school student can understand them.

Looking at your word list, which ones seem to jump off the page at you? Those are probably the ones you will end up using.

Finally, start writing. Keep it short and simple. Remember, “Got Milk?” You don’t get much simpler than that so avoid complication.

Test Your Slogans
Once you’re done writing, pick your favourite three and put together an informal poll. Ask your customers, family and friends to pick their favourite of the three. Don’t explain them or provide any other context. Remember that you won’t be there to explain the slogan to every person who reads it so it has to work without you providing any context. You’ll likely have a clear winner once you ask enough people. Find as many as you can. You could use online survey to collect feedback.

Be Patient
It’s going to take a while to find the perfect slogan. Don’t settle for something you kind of like. Find 3 that you love before testing the market.

Use a Slogan Generator

Yes, they have those. Google “slogan generator” and you’ll find plenty to choose from. Of course, the results you get probably won’t be the perfect slogan but it’s a great start sure to get your creative juices flowing.

You don’t NEED a Slogan

Don’t feel like your business has to have a slogan. Some brands and industries don’t see a need and that’s ok. Take fashion for example. What’s Michael Kors’ slogan? How about Chanel or Coach? If you serve a niche market, it may not be necessary, or if you don’t rely heavily on marketing, you can probably get by without one.


Business Today is the leading independent online business website in Kenya. Started in 2012 by a veteran business journalist, it has a huge following both in Kenya and abroad. It covers various business and related issues. Email editor at: [email protected]

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

News Updates

Opinion56 mins ago

Align Kenya’s political system with global standards

There is need to ensure that our system is in line with international best practice especially as they relate to...

NEWS2 hours ago

Kitui County embroiled in models ‘sex scandal’

At least 16 models have dismissed the crowning of four winners at a beauty pageant held last month

NEWS2 hours ago

Kenya not yet fully a free democracy, new report says

While a full report on the country's performance is not yet available online, a summary of the report notes that...

NEWS3 hours ago

Family of five perishes in Juja inferno

Police said a woman, three children - all aged below 10 years, and a man were found early Tuesday morning

NEWS4 hours ago

Americans urged to support conservation

Conservation of nature in many countries in Africa contributes significantly to sustainable rural community livelihoods

NEWS21 hours ago

It’s business as usual, Mike Sonko says

He dismissed reports that Igathe called it quits last Friday following disagreements arising from implementation of key projects and award...

NEWS23 hours ago

Police mum on theft of State House furniture

Nakuru OCPD Samuel Obara told the press that only police headquarters in Nairobi or State House spokesman Manoah Esipisu can...

NEWS23 hours ago

Uncertain future for 100 police officers recalled from NTSA

The Director of Personnel at Vigilance House, the Kenya Police Service nerve centre, Boniface Maingi asked the commanders to send...

Person of Interest4 days ago

Fred Matiang’i: Second most powerful man after President Uhuru

The no-nonsense Cabinet Secretary has become Uhuru Kenyatta's Mr Fix It in government affairs in the processing getting big ministries...

Politics4 days ago

Jubilee script goes haywire as Igathe quits

Details on boardroom rifts started emerging when Sonko shared screenshots of private Whatsapp conversations with his deputy as he fought...