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Tips of how to create a great slogan

Slogans of which you can immediately recognize which company they belong to and a good example of companies that use their slogan well. These companies have spent a large amount of money on large advertising campaigns so that you, as a consumer, can immediately recognise the slogans. Although you may not have so much money to spend on large campaigns, you should think carefully about a suitable slogan, regardless of the size of your company. Whether you are going to use it for your logo, poster or a radio commercial.

Here are some tips you can take into account when coming up with a catchy slogan:

  1.   What do you want to say?

What is the essence of the company, do you as an entrepreneur have a specific unique selling point? Then you can include this in the slogan. Think of the following topics:

  • Cheaper than the competition
  • Tastier than the competitor
  • Good quality
  • Quick response
  • Excellent service
  • A promise
  1.   Make it fit for your company and target group

Look at your target group. Does your company have a typical target group? Then it is important to respond to this. Use words that the target group recognizes. Using ‘old-fashioned’ words when your target group is young can cause confusion.

  1.   Less is more

A classic concept in the business world: ‘Less is more’. This rule of thumb also applies with a slogan. The ideal length of a slogan is 4 words. You can deviate from this rule, but a slogan of 10 words is generally not remembered and is often not catchy.

  1.   Choice of words

When people read or hear your slogan, it’s important that it’s mouthful and sticks. You can choose to look at the number of syllables of certain words or the use of words that start with the same letters.

Unusual words

In addition, it is advised to choose words that are not common. This may sound like a strange choice, but words such as ‘nice’, ‘enjoy’ or ‘reliable’ are words that are often used in slogans and can therefore be seen as a weaker word.

Association with other companies

The word ‘advantageous’ is also a fairly common word and is therefore discouraged.  Moreover, many people will associate this with slogans from more well-known companies such as Kruidvat: ‘Always surprising, always advantageous’ or Action: ‘Surprisingly Complete, Amazingly Advantageous’. That’s why you should also look at slogans that you already know to prevent certain words from matching.

Show the message

When choosing a slogan, also pay attention to the tone of the message, defame a competitor or make a slogan appear conceited can have a negative effect. In addition, words such as “no”, “no” and “no” are experienced as “negative”, which can also determine the tone of your slogan.

  1.   Multiple meanings

Humour is an important part and can be a good marketing tool for a company. It is important, however, that humour is appropriate for a company.


Keep in mind that playing with words can sometimes turn out to be wrong. Too many word jokes or a bad word joke can cause irritation or can be seen as not funny. That’s why it’s important to test the slogan with several people in your area to see how it ‘falls’ with people.

  1.   Avoid clichés

Some slogans are so general and versatile that many companies use them regularly.

Think, for example, of:

  • We do ‘What your company does’, so you don’t have to do it.
  • The best of ‘One Area’
  •  Efficient and effective (or two other words that go without saying)
  • For ‘a sector or target group’, by ‘a sector or target group’. For example, for the builders by the builders.
  • In addition to slogans that are very cliché, it is also advisable not to trap open doors. A baker bakes and a contractor builds. Your target group knows this. Try to draw up your slogan in such a way that it becomes clear why your potential customer should choose your company and not one of your competitors.

Check your slogan

As mentioned before, have your slogan checked by people in your area, so that you can be sure that the slogan has the desired effect or is interpreted correctly… Let it circulate within your company or show it to people around you and dare to ask for their honest opinion. The humour or way of thinking is not the same for everyone, what you may experience as funny, another may experience as not funny or even insulting. 

Record your slogan

Isn’t your slogan busy? Then you can choose to record it so that you do not run the risk of having to change your slogan later because another company has registered it.

Using Slogan

Once you have chosen the right slogan, you can use it in different ways. Some companies choose to use the slogan in the logo. You can also choose to use the slogan only for promotional purposes, such as posters, radio commercials or flyers. In addition, you can also implement your slogan on other elements of your corporate identity, such as business cards, stationery or website.


In addition, repetition is also very important for a slogan. Customers will not immediately recognize your slogan when they see it once. So the more often you show it to the customer, the faster the customer remembers this slogan and links it to your company.