Slogan generator

Eight ways to write a slogan

Say what it isn't

[What they want], without [what they hate]

Name what buyers want, then the thing they dread about the category, and remove it. "Wireless that works" (Honeylove).

Promise the result

[The result], [when or how often]

Name the outcome the buyer is paying for, not the product that delivers it. "Clinic-Level Back Relief at Home" (Chirp).

Take away the risk

[Big promise] or [your money back]

Put the refund, trial or warranty in the line, so the promise costs nothing to test. "Life-Changing Sleep or Your Money Back" (Pluto).

Claim the category

[Product] as it should be

Say yours is what the whole category should have been, without naming a rival. "The Bra You’ll Tell Your Friends About." (Honeylove).

Prove it with a number

[Number]. [What it gets you].

A count, a time or an amount reads as tested, where an adjective reads as a guess. "3 gummies. Serious nutrients." (Needed).

Rhyme, repeat or pun

Real [this]. Real [that].

A rhyme, a repeated word or a bent phrase makes the line stick after one read. "Real Materials. Real Comfort." (Earthfoam).

Ask about the pain

Tired of [problem]? Try these.

Ask about the problem the buyer already has, so the answer is the product. "How Do You Drink Yours?" (Caliwater).

Make it about them

Your [product]. Your way.

Talk to the buyer's taste, control or reasons, and leave the product implied. "Because you deserve it!" (Quince).

How to write a slogan

• Start from the result. Write what the buyer gets in their words, then cut until it fits on one line.
• Name what you leave out. The most common pattern in the brand slogans we collected is a contrast: the thing buyers want without the thing they dread.
• Use a number only if it's true today. A review count, a trial length or a protein count reads as tested. Keep it current.
• Read it aloud. A repeated word or a rhyme is easier to remember, as long as the meaning survives.
• Test it in an ad first. Run two headlines on the same ad and keep the one that earns clicks, then put it on your homepage.
• Check the name is free. Search the US trademark database before printing a slogan on packaging.

A worked example: a running shoe brand

Kestrel Run sells running shoes to new runners. Buyers want softer landings and dread sore knees, and the brand offers 60-day test runs. In the generator: running shoes, softer landings, new runners, sore knees, 60-day test runs.

• Contrast, for the homepage: Running shoes without the sore knees (6 words, 36 characters)
• Guarantee, for a first-time buyer ad: Softer landings or your money back (6 words, 34 characters)
• Number, for a retargeting ad: 60-day test runs. Softer landings. (5 words, 34 characters)

Three slogans, three jobs: one says what the brand is, one removes the risk, one proves it. All three sit near the median length of the slogans brands run.

What makes a good slogan?

A good slogan says what the buyer gets, or what they escape, in about 5 words. Of the 69 slogans we collected from 62 brands' live ads, the median runs 28 characters, and contrasts like "Luxury Without the Markup" (Quince) are the most common pattern.

The best proof is that a brand keeps paying to show it. "Life-Changing Sleep or Your Money Back" (Pluto) and "Wireless that works" (Honeylove) each run on hundreds of live ads at once.