Marketing / Business branding

Tasty ingredients for a sumptuous slogan

A sumptuous slogan has four delicious ingredients. Include them all and people will want to have a bite of your business.


A slogan that sells, micro-business style

As micro-business owners, we don’t have massive marketing budgets to spend on brand awareness campaigns; that’s why we need a slogan that sells our business.

Along with our logo, our slogan can be everywhere: on stationery, our cars, our clothes, our business cards and so on. Slogans are literally an endless form of premium advertising. Write it once, benefit forever.

The ideal business slogan for a micro business contains the following ingredients: a description, persuasion, creativity and brand recognition. These ingredients can also denote different kinds of slogans.

Why the four ingredients are so tasty

Description: If your business name doesn’t describe what you offer, then including a description helps to advertise the products and/or services that you sell.

"Seasoned slogan writers can capture the essence of a business in just a few words; either by including all the ingredients, or by knowing when it’s okay to leave some out. "

Persuasion: If your slogan is persuasive, there’s more chance that prospects will be attracted to your products and services. To be persuasive, you need to point out a main benefit and/or explain how you are unique.

Brand recognition: Brand recognition refers to a word or words that distinctively tie your slogan to your brand or business name, not a competitor’s. A good example of this is ‘Beanz Meanz Heinz’.

If you’ve ever remembered a catchy business slogan but forgotten which business it belongs to, you’ll know why this ingredient is so important.

Creativity: Creative slogans are memorable, and we want people to remember our slogan. A creative slogan also invites a reaction, whether it’s as simple as a smile, or as dramatic as a photo of your slogan (and logo) gone viral.  

Want more articles like this? Check out the business branding section.

Can’t include every ingredient? Don’t worry.

Although it’s ideal to include every ingredient, sometimes it won’t be possible. Other times you won’t need to add all the ingredients. For example, if your business name is already descriptive, there’s no need to be descriptive in the slogan as well.

Seasoned slogan writers can capture the essence of a business in just a few words; either by including all the ingredients, or by knowing when it’s okay to leave some out.

This is what your slogan says to the world

We want people to remember your slogan, associate it with your business and feel compelled to consider you at purchasing time.  

By including the above ingredients, you are saying to the world: ‘Here’s what I do and here’s why you should care’.

Your kitchen rules

Here are some other slogan writing rules, just to keep life interesting:

  • Keep the slogan to 10 words or less
  • Keep the slogan positive
  • Only be creative if your creativity doesn’t obscure or damage your important business message  

Gather your ingredients

Remember: just add a dash of description, a pinch of persuasion, a bunch of brand recognition and a cup of creativity.

Get your ingredients ready, because in the next article I’m going to explain how to write your very own sumptuous slogan.

Have you seen a slogan or tagline that contains any of these tasty ingredients? Perhaps your own? Please share it in the comments. 

Lucinda Lions

Lucinda Lions is the owner and chief copywriter at Lion Writing. She writes persuasive, compelling and engaging website copy that converts visitors into customers. All copy comes with a 100% Lion-Clad guarantee. She is also the owner and chief tagline writer at Slogan Creator. You can also find Lucinda on Facebook.


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