How to write a slogan in six steps

Most good slogans come from writing many bad ones first. This process keeps you moving.

1. Find the one promise

Write down what customers get from you that they care about most. Not your process, the result: a dry home, a quiet mind, a faster checkout. Ask a few customers why they chose you and listen for repeated words.

2. Draft at least twenty options

Use patterns to get started. The slogan builder gives ten. Others include a promise ("Dry homes, fast"), a contrast ("Big firm skill, small firm care"), an instruction ("Stop guessing. Start measuring.") and a place ("Fremont's roofers since 2009", only if true).

3. Cut every extra word

Most strong slogans are a handful of words. Remove adjectives that any competitor could also claim, such as "quality", "best" or "professional".

4. Read it aloud

Rhythm matters. Say each option out loud and in a sentence: "Call us, we are ...". Drop anything awkward to say or easy to mishear.

5. Check it is true and provable

A slogan is an advertising claim. Avoid promises you cannot keep and comparisons you cannot back up.

6. Check nobody already uses it

Search the exact phrase online and in your industry, and search the trademark records in the countries where you trade. See the guide on checking a slogan.

Choose with customers, not committees

Show your top three to a few real customers and ask which makes them want to call. Their answer beats internal debate.