Guide to Creating a Business Slogan

Zero in on your key benefits

A great slogan tells potential customers what you can offer them that your competitors can't, whether it's powerful ideas, a high-quality product, or exceptional customer service. It's your "unique selling position." For example, "You're in good hands with Allstate" tells customers that Allstate provides bend-over-backwards service.

I recommend: Identify your company's unique selling position with these tips.

Brainstorm slogan ideas

Holding a brainstorming session (by yourself or with colleagues) is a good way to generate slogans.

I recommend: Get inspired by the most memorable slogans, collected by Wikiquote. Try mind-mapping to generate ideas. Totally at a loss? The Advertising Slogan Generator and The Sloganizer are meant for fun, but can jumpstart the brainstorming process. Enter a keyword in the field and the system will turn it into a (sometimes nonsensical) slogan.

Test it

Test your slogan with both current and prospective customers; if you test only with current customers, you won't learn how to create a slogan that converts prospects into customers.

I recommend: Zoomerang lets you write a survey using its template and post it to your Web site or send it to your prospects via e-mail. You can also send your survey to a selection of Zoomerang's 2.5 million survey respondents. Or, if you have an e-mail newsletter or a blog, ask subscribers or visitors for feedback on your chosen slogan.