5 of the best business slogans

- June 14, 2019 2 MIN READ

Slogans come in different shapes and sizes, but not all of them are right for your business, and some could spell disaster. How do you know which type of business slogan is right for you?

There are many benefits to having a slogan – they can boost your marketing, make your business name more memorable and have the power to increase sales. But to experience these effects the type of slogan you use needs to suit your business.

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Descriptive slogans

A descriptive slogan describes exactly what your business does. It sells the facts about your business, or in other words, the features. It tells the world, ‘This is what I do’.


Business name: Grant’s Handyman Business

Slogan: For odd jobs around your house and garden

Descriptive slogans are particularly beneficial for solo, micro and small business owners because they advertise your offerings in a clear and direct way.

They’re also beneficial for businesses with non-descriptive business names. For example, if Grant’s business name was actually ‘The Grassy Badger’ then a descriptive slogan would explain what his business name doesn’t: that he offers handyman services.

One downside is that descriptive slogans can be unmemorable and generic, so it’s a good idea to combine them with one of the other types of slogans.

Persuasive slogans

A persuasive slogan includes a benefit, which is the positive outcome that comes from using your products or services. It tells the world, ‘This is why you should care about what I offer. This is what’s in it for you’. A persuasive slogan sells!


Business name: Grant’s Handyman Business

Slogan: My weekday work. Your weekend sleep-in. Handy.

Creative slogans

A creative slogan is one where the slogan includes some sort of literary device in order to make it more memorable. In the below example we’ll use rhyme.


Business name: Grant’s Handyman Business

Slogan: Fix. Mend. Plant. Get Grant.

Creative slogans are memorable and encourage people to talk about your business. However, they can be hard to write and hard to get right. There’s a fine line between creative and corny, so if you’re not comfortable writing a creative slogan, leave this one to the professionals.

Emotive slogans

Emotive slogans are designed to create a ‘feeling’ in the reader, rather than to describe what you sell. One of the most popular examples of an emotive slogan is Nike’s: Just do it.

Emotive slogans can encourage people to use your products and services because they want to be part of the feeling that you’re selling.


Business name: Grant’s Handyman Business

Slogan: Weekend Freedom. Have it. Feel it. Love it.

Brand-recognisable slogans

Brand-recognisable slogans link your slogan to your business name (or brand) in some way, so that it’s clear that your slogan belongs to your business, and not to a competitor’s.

Brand-recognisable slogans help people to remember your business name, and to recall it when necessary.


Business name: Grant’s Handyman Business

Slogan: Granting handyman wishes since 2004

What’s your type?

Business slogans don’t have to stick to one ‘type’, in fact, it’s preferable if they don’t. They can be descriptive and creative, emotive and descriptive, brand-recognisable and persuasive, or all of the above.

Want to know the perfect combination of ‘types’ for a sumptuous small business slogan? Tune in next month for all the details.

What types of business slogans and tag lines do you like? Do you have a favourite that you’d like to share?