Best Slogan Templates

Making your brand memorable and recognizable is possible with a slogan. It captures the essence of your brand in a few words. It’s easy to write a catchy motto.

The marketing teams at large corporations spend a lot of money coming up with the perfect slogan that will make people remember their brand. One of the most important metrics marketers and customers watch is brand awareness or recognition.

Your small business lacks the resources that large companies have. As the marketing team, you may be responsible for figuring out your business motto on your own. Don’t worry. Creating a phrase that becomes famous doesn’t have to be a big deal. 

Focusing on the customers you want to reach and following these slogan templates will help you create a memorable slogan and build brand awareness for your local business.

By following the templates in this article, you can create a slogan that achieves at least one, but preferably all of the following:

  1. Grab attention.
  2. Explain your offering.
  3. Make you more memorable.
  4. Use keywords

You can use more than one template together, but more than two can get complicated. It’s not about being clever for the sake of being clever, it’s about finding the most elegant, simple and effective slogan that will resonate with your clients.

My best advice here is to explore, play and create.

This is the best way to be creative. See it as experimentation and play- there are no wrong answers- this is a voyage of discovery!

We can weed out the things we don’t like afterwards. For now, anything goes. The best slogan is always the one that “sticks”. If you can’t get something out of your head, then it’s likely to be “the one”.

As you will learn, we can provide templates and guidance, but more often than not a slogan is a creative endeavour.

We can hand you the paint and the canvas, but it’s up to you to combine them. After all, no masterpiece was ever painted by numbers. 

The Best Business Slogans Reviewed and Explained

I have written many articles about the best business slogans of big corporations worldwide. You want to know how these business slogans are created and their impact on the business sales and brands, you may read the business slogans articles below:

A Diamond is Forever – De Beers

‘Melts In Your Mouth, Not In Your Hands.’ – M&M’s

Because You’re Worth It – L’Oreal

Open Happiness – Coca-Cola

Where’s The Beef? – Wendy’s

Think Different – Apple

Just Do It – Nike

“Save Money. Live Better” – Walmart

Live Mas – Taco Bell

I’m Lovin’ It – McDonald’s

Finger Lickin’ Good – KFC

The Happiest Place On Earth – Disney

Impossible Is Nothing – Adidas

Templates For Creating A Great Slogan

1. The “for less” statement

The “for less” statement is one of the most common slogans as it uses the two greatest resources- money and time.

Your business, product or service will almost certainly help clients to save time because you make the process easier and provide assistance, or save money as you provide a more cost-effective solution.

Whilst differentiating yourself on price is ill-advised as so many businesses trade on price, it can still make for a snappy and appealing slogan. If you don’t save your clients time or money, then please skip this slogan and move to the next.

Why it works

Nearly every client you interact with will be seeking to save time, money or both. Overtly highlighting the saving eliminates any doubt and confirms you can deliver what they need.


  • <benefit> for less.
  • More <benefit> for less.
  • <benefit> for less time/money.
  • More <benefit> for less time/money.


We will use the example of a grass seed which provides the benefits of greener grass and more coverage.

  • Greener grass for less.
  • More lawn coverage for less.
  • Greener grass for less time/money.
  • More lawn coverage for less time/money.

Ideal for

This type of slogan is, of course, ideal for products that save time and money.

2. The “STOP” statement

The “stop” statement cuts straight to the heart of the matter and is targeted at problem-solving.

If your business, product or service is designed to eliminate a well-defined problem, then this slogan is simple yet effective.

Why it works

Clients focus on the problem, not the solution. Tell them you can stop their problem and you make a greater connection.


  • Finally stop your< problem>
  • Putting an end to< problem>
  • Stop <problem>
  • Stop <problem> for good.


If we use the example of a weed killer that helps to kill weeds in the garden- specifically patios.

  • Finally, stop having to constantly weed your garden.
  • Putting an end to weeds on patios.
  • Stop patio weeds.
  • Stop patio weeds for good.

Ideal for

Businesses, products and services that help to resolve a well-defined problem.

3. The “dedicated” statement

Announcing that you are “dedicated” to something is a powerful slogan that can assure your clients they are dealing with experts who are experienced in what they do.

With so many businesses, products and services promoting a “one-stop-shop” approach, being dedicated is a tangible differentiator.

Why it works

By “niching” and specialising in a specific area you are reassuring your clients that you are qualified and experienced to provide what they need.


  • Dedicated to< clients>
  • Dedicated to solving< problem>
  • Dedicated to stopping< trigger>
  • Dedicated to providing< benefit>
  • Dedicated to providing< benefit> for <clients>


We will use a moisturiser dedicated to treating men with dry skin.

  • Dedicated to men with dry skin.
  • Dedicated to solving dry skin.
  • Dedicated to stopping flaky skin.
  • Dedicated to providing soft skin.
  • Dedicated to providing soft skin for men.

Ideal for

Businesses, products and services that are highly specialised in certain situations, problems and clients.

Anything with an emotive element such as trusting financial advisers or health professionals- anything where dedication is a much appreciated and relevant quality.

4. The “If you’ve got” statement

Identifying with your clients and the problems they face is at the heart of good communication. Selling is all about good communication and speaking with the right client at the right time about what matters.

Why it works

Connecting with clients by asking them about the needs they have or problems they face demonstrates you understand and can provide what they need. Remember- clients focus on problems, not solutions.


  • If you’ve got <problem> we’ve got the solution.
  • If you’ve got <problem> we’ve got <benefit>
  • If you’ve got <problem> you need us.
  • If you’ve got <problem> we can help.


For this example, we will use a breath-freshening spray.

  • If you’ve got bad breath we’ve got the solution.
  • If you’ve got bad breath, we can make it minty again.
  • If you’ve got <bad breath> you need us.
  • If you’ve got <bad breath> we can help.

Ideal for

Businesses, products and services with a simple or well-defined problem or trigger.

5. The “Client” statement

Similar to the “dedicated” slogans, the “for” slogans identify the situations, problems and clients that are being targeted.

Identifying your target client and targeting them with your slogan helps to improve engagement.

Why it works

If you can identify a certain client type and promote it specifically to them it’s a form of “niching” and specialising that will make your message more relevant and provide a better connection.


  • The product/service for< clients>
  • Providing< clients> with <benefit>
  • For <clients> with< problem>
  • For <clients> with< trigger>


For this slogan, we will use the example of a plumbing company who specialise in landlords with multiple properties

  • The product/service for landlords.
  • Providing landlords with peace of mind.
  • For landlords with troublesome boilers.
  • For landlords with tenants who have no heating.

Ideal for

Businesses, products and services that are highly targeted and clear about their target client type. The more specific the better.

6. The “Trigger” statement

Often the trigger can be more pressing than the actual problem to a client. Where the problem might be a faulty boiler, the trigger will not have hot water.

A client will connect with the issue of having no hot water – the trigger- as this is what will drive them to act.

Why it works

Clients are more concerned with the manifestation of their needs and problems. If you promote a plumbing service or a service that will restore hot water, you will experience different levels of connection purely by referencing the client’s trigger and making it more relevant.


  • The cure for< trigger>
  • We fix <trigger>
  • We stop <trigger>


We will use the trigger of having cold radiators which are caused by a faulty boiler.

  • The cure for cold radiators.
  • We fix cold radiators.
  • We stop cold radiators.

Ideal for

Businesses, products and services with a well-defined trigger point, preferably one that is time-sensitive or urgent when it occurs.

7. The “Join us” statement

Encouraging clients to “join you” speaks volumes about how connected you are to them.

This goes beyond simply supplying goods and services and enters the realms of shared communities, beliefs and interests.

Asking clients to join you telegraphs that you understand them and want to be associated with them. It creates a connection.

Why it works

If your clients believe you are “with them’ or “on their side” then they are more likely to feel connected. Clients are seeking understanding, certainty and expertise- you can encapsulate that you understand their needs simply by asking them to “join” you.


  • Join the< industry> revolution.
  • Join the <feature> revolution.
  • If you love <client> join us.


For this example, we will use dog owners to illustrate the point. There is a new type of dog food available that dog owners would want as it’s beneficial to their pets.

  • Join the pet care revolution.
  • Join the dogfood revolution.
  • If you love dogs join us.

Ideal for

Businesses, products and services that have an emotive and community feel to them.

This also works well for new ideas and concepts which herald a “revolution” or “change”

This appeals to “early adopters” who want to be part of the latest technology or groups of animal enthusiasts.

8. “NO” Questions

This is a potentially confrontational slogan and this is deliberate. By challenging the status quo it’s possible to encourage clients to act and to thus buy your product or service.

Deliberately asking questions that elicit a “no” is uncommon and powerful.

Sex might sell, but so does confrontation. Eliciting a “no” from clients can encourage them to act. You don’t want a slogan that actually works do you?


  • Do you want to risk <problem>?
  • Are you happy with< problem>?
  • Are you happy with< trigger>?


If we use the example of a gizmo that instantly fixes a leaky tap and the issue of it potentially flooding a house and causing damage.

  • Do you want to risk water damage?
  • Are you have with flooding your house?
  • Are you happy with an annoying dripping tap?

Ideal for

  • Businesses, products and services can be emotive. 
  • Anything was challenging the status quo may cause emotion or a difference in opinion to arise.
  • Any industry where the competition is openly known to be overpriced or offer a poor service. 

Contrasting what you do with the competition in such a confrontational way can encourage engagement and awareness.

9. The “You deserve” Statement

Focus on the <benefit> the client is seeking. You can make a meaningful connection and demonstrate your understanding by making statements about what the client actually needs or wants.

Making statements focussed entirely on what the client would want or need and essentially agreeing with it confirms you have their interests at heart.

Why it works

Clients buy solutions, and benefits, not features. By focussing on what your product or service means to the client you will make a better connection than if you focus on what the product or service is.


  • You want <benefit> We’ve got it.
  • You don’t want <problem> Neither do we.
  • The <benefit> you deserve.
  • The <product/service> you’ve been looking for.


For this slogan, we will look at a super reliable broadband service.

  • You want reliable, fast broadband. We’ve got it.
  • You don’t want unreliable broadband. Neither do we.
  • The reliable broadband you deserve.
  • The reliable broadband you’ve been looking for.

Ideal for

Businesses, products and services that focus on a well-defined issue that is emotive for clients. Anything that is relied upon and used in the long term is ideal.

This works particularly well for clients who feel they deserve a better level of

service or want their needs to be properly addressed.

10. The “You need” statement

Your clients may or may not know what they need, so this slogan is designed to tell them.

Combining the “<XYZ> people” element instead of your actual company or product name can make this slogan seem less “salesly” and more focused on solving the needs of the client.

It’s also more relevant to a client as they don’t care what your company is called, they only care about the problem they face and if you can help.

Why it works

Clients who know what they need will connect and those who are unsure will be educated as to how to solve their needs or problem.


  • <problem>? You need the <XYZ> people/guy/specialists.
  • If you have <problem> you need us.
  • You need <benefit> not <problem>


For this example, we will use a sales consultancy focussed on increasing sales. The problem is declining sales figures and lack of profit; the benefit is an increase in sales.

  • Poor sales? You need sales specialists.
  • If you have declining sales, you need us.
  • You need profit, not losses.

Ideal for

Businesses, products or services with a clearly defined problem where it’s simple to contrast the problem to the benefit.

11. The “WE” Statement

Clients seek confidence, certainty and expertise. A bold slogan that extolls exactly what you do can telegraph this air of authority and confidence.

It also reduces what you do to the bare minimum.

Why it works

Clients buy solutions, and benefits, not features. By focussing on what your product or service means to the client you will make a better connection than if you focus on what the product or service is.


  • We do< benefit> better
  • We sell< product/service>
  • We only fix <problem>
  • We understand <clients>


In this example, we will look at a cleaning company dedicated to helping professional young families.

  • We clean better
  • We sell a cleaner home.
  • We only clean homes for busy parents.
  • We understand young families.

Ideal for

Businesses, products and services with a very defined offering and a very defined potential client base.

12. The “YOU” & “WE” Statement

Firmly placing your business, product or service on the “side” of the client and establishing rapport is the “you” and “we” statement.

Why it works

Making it clear that you and your clients are one and the same generate rapport, understanding and engagement.


  • You want <benefit> So do we.
  • You hate <trigger> So do we.
  • You don’t want< problem> Neither do we.
  • You want <benefit> We only provide <benefit>


In this example, we will use a premium coffee brand.

  • You want better coffee. So do we.
  • You hate weak coffee. So do we.
  • You don’t want bad coffee. Neither do we.
  • You want great coffee. We only sell great coffee.

Ideal for

Businesses, products and services that seek a shared understanding with clients about the products or services on offer or the approach or angle taken.

Be it for better coffee, cheaper flights or nicer food there is an identified factor that unifies them.

13. The Trigger statement

This slogan encapsulates the moment the product is required. 

As the trigger is at the forefront of a potential clients’ thinking it makes your product seemingly more relevant as you are connecting with your client on their terms.

Why it works

Clients buy solutions, and benefits, not features. By focussing on what your product or service means to the client and the moment when they will need it, you will make a better connection than if you focus on what the product or service is.


  • For those with <trigger>
  • Put an end to <trigger>
  • We stop <trigger>


Let’s look at a shampoo that helps with frizzy hair. Frizzy hair itself is the trigger.

  • For those with frizzy hair.
  • Put an end to frizzy hair.
  • We stop frizzy hair.

Ideal for

Businesses, products and services with an identified trigger point.

14. The problem/feeling statement

Utilising the <feeling> element is a great way to connect with potential clients. As clients focus on the problem and not the solution, they will be feeling the anger/frustration/disappointment that their problem causes. 

By highlighting that your product or service can alleviate this feeling you are creating an attractive image to a potential client.

Why it works

Creating an emotional connection and developing understanding are the largest parts of making the sale.


  • <trigger> doesn’t have to be <feeling>?
  • Feeling <feeling> about <problem>?
  • Does your <problem> make you <feeling>?


For this example, we will use the example of the greener grass seed.

  • Your lawn doesn’t have to be embarrassing.
  • Feeling embarrassed about your patchy lawn?
  • Does your patchy lawn make you embarrassed?

Ideal for

Businesses, products and services that evoke negative emotions and are more personal in their nature.

15. The client statement

Segmenting off for your target market is a significant attention grabber. It creates intrigue encourages potential clients to look into you further and can position you as an “expert” or specialist in the field you operate.

Why it works

Clients identify with their issues and needs as well as their groups and characteristics. If a product or service claims to be specific to a certain type of client, then there is an increased likelihood of connection and conversion.


  • Perfect for <client>
  • The <clients> choice.
  • Working for/with <clients>


In this example, we will use a hospitality consultancy working with restaurants.

  • Perfect for restaurateurs
  • The restaurateurs’ choice.
  • Working with restaurateurs

Ideal for

Businesses, products and services which have a clearly defined client type or client characteristics that can be identified with.

16. The “Since” statement

It may not feel like a slogan as we often see things like “established in 1983”, but by twisting this towards the benefit, client or problem we can use both longevity and relevance to make a connection.

It’s not about when you began in business, it’s about when you began problem-solving, adding value and serving your clients.

Why it works

Being long-established is an indicator that your product or service not only can deliver but that you have worked with enough clients to ensure you have survived.

It’s an indicator that what you do works as you are still in business.


  • Helping <client> since year.
  • Stopping <problem> since year
  • Providing <benefit> since year.


In this example, we will use an accountancy practice.

  • Helping small businesses since 1953.
  • Minimising tax burdens since 1953
  • Providing financial advice since 1953.

Ideal for

Businesses, products and services that are long-established or where the length or being established is a tangible differentiator to clients.

17. The pure “benefit” statement

Purely focussing on the benefits of your product or service is one of the most powerful things you can do.

This slogan doesn’t explain what your product is, or does and takes an intriguing approach so is best used besides strong visuals and on website landing pages. Why it works

Clients buy solutions, and benefits, not features. By focussing on what your product or service means to the client you will make a better connection than if you focus on what the product or service is.


  • <benefit>. < benefit>. <benefit>.


The example here is for quick drying paint which is environmentally friendly and cost-effective.

  • Save time. Save money. Save the planet.

Ideal for

Businesses, products and services with multiple tangible benefits.

18. The pure “feature” statement

If your product or service stands out in any way as a market leader or the “best”, “fastest” or most efficient then the most powerful slogan can be simply this benefit.

Very few products or services have the luxury of being the best or being truly notable, but it’s possible to find a niche to focus on. If this was not the fastest drying paint in the world you could niche into the fastest drying gloss paint or similar.

You could also use humour to claim it’s the fastest drying paint in West London or wherever your business location is.

Why it works

Clients buy solutions, and benefits, not features. By focussing on what your product or service means to the client you will make a better connection that if you focus on what the product or service is.


  • Pure <feature>
  • There’s no better/easier/quicker way to <benefit>


  • The world’s fastest drying paint.
  • There’s no quicker way to paint a room.

Ideal for

Businesses, products and services with a unique and compelling feature.

19. The “It’s time” statement

Timing is everything. Whilst this slogan isn’t directly concerned with how long your product or service takes to work or reap the benefit, it does reference the fact that “it’s time” for a change and “it’s time” to take some action.

Why it works

Clients understand the need for a change, for new thinking or for a new solution-

that’s why they are considering your product or service after all.


  • It’s time for a better <product/service>
  • It’s time to sort your <problem>
  • It’s time <clients> had a choice.
  • Is it time to change your <product/service>?


We will use the example of an accountancy practice here:

  • It’s time for a better accountant.
  • It’s time to sort your finances.
  • It’s time small businesses had a choice.
  • Is it time to change your accountant?

Ideal for

Businesses, products and services whose clients can’t maintain the status quo and tolerate inferior products or services for too long.

20. The “location” statement

Depending on your business, the location of your clients and what you offer can be a defining factor- and certainly something to talk about.

Why it works

Something as simple as your physical location can help seal the deal. If it’s a potentially significant factor to your clients, then it’s worth talking about.


  • <location’s> product/service
  • The product/service for< location>
  • We provide <benefit> in <location>


In this example, we will use a domestic cleaning service based in Leeds.

  • Leeds’ domestic cleaning service.
  • The domestic cleaning service for Leeds
  • We clean houses in Leeds

Ideal for

Businesses, products and services that are targeting a specified geographic area.

Or those products and services where location is a factor.

21. The “Emotion” statement

We attach emotions to more things in our lives than we realise and this is never more pertinent than in the buying process.

Facts, figures and logic can often take a back seat to emotions, depending on the circumstances. Here we tap straight into the emotions surrounding what you offer.

Why it works

Depending on the product or service, emotions can play a huge part in the buying cycle. If you focus on the positive emotion your product or service can offer it helps to establish a connection.


  • The <service> you can <emotion>.
  • Don’t worry about <problem> We’re here to help.
  • Don’t feel <emotion> about <problem> Call us.
  • Feel <emotion> about <problem>


Using the accountancy example once more:

  • The accountant you can trust
  • Don’t worry about money. We’re here to help.
  • Don’t feel worried about tax issues. Call us.
  • Feel happy about your finances.

Ideal for

Businesses, products and services are very emotive. Anything to do with healthcare, finances or personal issues can create strong emotional reactions which can be referenced in an emotion-based slogan.

22. The “your” statement

It’s not about me, it’s about you. This slogan overtly focuses on the needs of the client and their circumstances.

Why it works

Clients, quite rightfully, are thinking about themselves, their needs and what they want. By declaring that your offering is in fact “theirs”, you can build rapport.


  • Your favourite <product/service>
  • Your go-to <product/service> provider.
  • Your <product/service> Your way.
  • Your partner against <problem>


Let’s use the example of a very reliable broadband provider.

  • Your favourite broadband provider for speed.
  • Your go-to fast broadband provider.
  • Your fast broadband Your way.
  • Your partner is against unreliable broadband.

Ideal for

Businesses, products and services which are offered directly to consumers where

declaring a personal preference is more engaging.

23. “Your this. Our that” statement

Many clients will use your product or service to help them protect, maintain or add value to something they already own. This slogan works particularly well for emotive items such as finance, cars or health.

Why it works

This slogan focuses on how you integrate into the client’s life and needs. You are focussing on where you add value which is high on the list of why the client may wish to choose you.


  • Your <problem>. Our <benefit>.


We’ll use a financial advisor example here:

  • Your finances. Our expertise.

We are using the <problem> and <benefit> elements in very broad terms here. Instead of “your poor finances, our 15 years of experience” we go to a higher level and speak about “finances” and “experience” in broader terms.

Ideal for

Any product or service that adds value to something the client already is familiar with or possesses. If you make something better that your client already has, then this one is for you.

24. Rhetorical question

This question is focused on the client’s problem or need and is designed to be a “YES” question.

It demonstrates that not only do you understand the client and their needs but that you have the solution to their problem (and thus know their answer- hence the rhetorical question).

Engaging with clients about the things that matter to them in conversational language can cut through a lot of noise.

Why it works

Eliciting a “yes” from a client demonstrates you understand, that you are capable of delivering what you promise and encourages yet further “yes’s” in the buying process.

If you use a rhetorical question where you essentially tell the client you know they will answer yes- you are demonstrating understanding then building a connection.


  • Question <problem>?


In this example, we will use a fast-drying paint:

  • Wasting time watching paint dry?

Ideal for

Businesses, products and services which solve a very well defined and specific problem. If you can ask questions about the problem you solve that will elicit a “yes” then this works well.

25. X Doesn’t have to mean Y

This slogan is about challenging expectations and enlightening clients that there are choices and “another way”

Why it works

It works because it taps into the frustration surrounding a need or problem your client faces. They have something that isn’t performing as expected and with this slogan, you agree with their situation and allude to the solution.


  • <problem> doesn’t have to mean <unattractive action>
  • <problem> doesn’t have to be <unattractive quality>

By using a <unattractive> quality we can connect with the client’s pain – these could include:

  • Longwinded
  • Expensive
  • Complicated
  • Time consuming
  • Difficult

Unattractive actions may include

  • Spending more money
  • Employing staff
  • Changing working practises
  • Making comprises.


Let’s use the example of a sales consultancy that helps to improve sales. Increasing your sales doesn’t have to mean more marketing spending.

Explaining your business doesn’t have to be complicated.

Ideal for

Scenarios with a well-defined issue, preferably one which is time-sensitive or has large implications.

26. See X differently

Good selling is about good communication. It’s about focussing on the needs of the client and then marrying that to the benefits of your product or service.

Why it works

Sometimes clients need to be made aware that there are new approaches, solutions and perspectives on the needs and problems they face. If they are feeling stuck in particular, this can help cut through the noise.


  • See <industry> differently
  • See <problem> differently
  • See <trigger> differently


Let’s use an estate agency as the example here –

  • See estate agency differently
  • See finding property differently
  • See moving house differently

Ideal for

Any product or service that is taking a new approach or introducing new technology or ideas.

Anything where a commonly held belief may be incorrect or certainly can be challenged or changed using your product or service.

27. Change the way you X

In the same way, we encourage clients to “see” things differently, this slogan is concerned purely with new technologies and methodologies which change how things are done.

Why it works

It raises awareness of new technology or methodology that challenges the status quo without giving too much detail which creates intrigue.


  • Change the way you <activity>
  • Change the way you resolve <problem>

We will use the <activity> element here which can be anything from the shop, clean, travel, wash the car and so forth.

These are all verbs that describe the nature of what you do.


Let’s consider an insurance company that has changed entirely how you insure your car. The simple slogan here would read.

  • Change the way you insure your car.
  • Change the way you compare insurance prices.

Ideal for

Any product or service that is taking a new approach or introducing new technology or ideas.

28. Escape the X. Embrace the Y.

Being specific about a problem and then offering a solution is the holy grail of explaining your business. This slogan achieves both.

Why it works

Slogans that focus on clearly offering solutions to well-defined problems often perform the best as they are so specific, engaging and relevant.


<Action> <problem> <Action> <benefit>

The action element can be any verb, so things like escape or embrace, use or refuse.

For this slogan to work the action elements should oppose each other.

Possible opposing verbs include:

  • Accept / Refuse
  • Push / Pull
  • Open / Close
  • Start / Stop
  • Faster / Slower
  • Escape / Embrace
  • Save / Spend


We’ll use the solar energy example here:

  • Escape high energy bills. Embrace solar.

Ideal for

Any product or service that is taking a new approach or introducing new technology or ideas to solve a well-defined problem.

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