Slogan or tagline?
The words are often used interchangeably. In practice, a tagline is a lasting line tied to the brand itself, used next to the logo for years. A slogan often belongs to a campaign or product and may change more often. Both need to be short, clear and easy to remember.
What makes a slogan stick
- Brevity. Short lines are easier to remember, so aim for under eight words.
- One idea. A slogan that tries to say three things says nothing.
- A benefit or feeling. What the customer gets or how they feel, not a list of features.
- Sound. Rhythm, rhyme and repeated sounds make lines easier to recall.
- Fit. A playful line suits a bakery. A calm, confident one suits a law firm.
Five techniques to try
- Plain promise: say the benefit directly. "Fresh bread before sunrise."
- Alliteration: repeat a first sound. "Simply soft sourdough."
- Rhyme: use it sparingly, so the line does not sound like a jingle unless that is the point.
- Contrast: pair opposites. "Small bakery. Big mornings."
- Call to action: invite the reader to do something. "Wake up to real bread."
What to avoid
- Generic phrases any company could use, such as "quality you can trust".
- Claims you cannot support, like being the cheapest or the first. These can mislead customers and break advertising rules.
- Lines that depend on a pun only a few people will get.
- Copying the structure of a famous slogan too closely.
How to choose
Put your top three on a mock sign, social post or package. Read them aloud. Ask a few customers which one makes them want to buy and what each one means to them. Then search each line online and in trademark databases to make sure another business is not already using it.