The 30 Best Business Slogans of All Time (And How to Write One)

The 30 Best Business Slogans of All Time (And How to Write One)

Right, let's talk about slogans. Not just any slogans – the best business slogans that have etched themselves into our collective memory and helped build billion-pound empires.

You're in the right place if you've ever wondered why some brand phrases stick around for decades while others vanish. A brilliant slogan isn't just clever wordplay – it's a strategic business asset that can dramatically increase brand recognition and customer loyalty.

I've analysed hundreds of company taglines to bring you the 30 most effective business slogans ever created. More importantly, I'll explain precisely why they work and show you how to craft your memorable tagline that captures your brand's essence.

What Makes a Business Slogan Truly Effective?

Before diving into our list of the best business slogans, let's understand what separates forgettable phrases from legendary taglines.

An exceptional business slogan:

• Communicates your unique value proposition in 10 words or less
• Creates an emotional connection with your target audience
• Remains memorable years after people hear it
• Differentiates your brand from competitors
• Feels natural when spoken aloud
• Avoids trendy language that will quickly date

Studies show that consumers are 71% more likely to remember brands with strong, consistent messaging. Your slogan is a condensed version of your entire brand story – an instant signal of what customers can expect from your business.

The 30 Best Business Slogans of All Time

Let's examine the most powerful business slogans ever created and why they've stood the test of time. These examples span different industries, decades, and approaches, but they all demonstrate the principles of exceptional brand messaging.

1. Nike: “Just Do It”

Perhaps the most iconic slogan of all time, Nike's “Just Do It” transcends sports into a cultural rallying cry. Created in 1988, this tagline works because it:

• Speaks directly to the consumer's mindset rather than the product
• Creates an emotional association with determination and achievement
• Uses imperative language that feels motivational rather than commanding
• Contains just three syllables, making it incredibly memorable

The genius of “Just Do It” is that it doesn't mention shoes, clothing, or athletics. Instead, it sells the feeling of accomplishment that comes from pushing past your limits.

2. Apple: “Think Different”

Launched in 1997 when Apple was fighting for relevance, this slogan positioned the company not just as a computer manufacturer but as a philosophy. The effectiveness comes from:

• Establishing a clear brand position against competitors (particularly IBM's “Think” slogan)
• Using grammatically incorrect phrasing that makes it more noticeable
• Appealing to customers who see themselves as creative and innovative
• Being versatile enough to span multiple product categories

The slogan helped transform Apple from a struggling computer company into the world's most valuable brand, proving that emotional positioning can be more powerful than product features.

3. McDonald's: “I'm Lovin' It”

Introduced in 2003, this slogan has remarkable staying power because it:

• Uses first-person perspective to create a personal connection
• Incorporates a distinctive sonic component (the “ba-da-ba-ba-ba” jingle)
• Focuses on the emotional experience rather than food quality or price
• Translates effectively across global markets

McDonald's spent £1.37 billion on the campaign introducing this slogan, demonstrating how valuable major brands consider their taglines.

4. L'Oréal: “Because You're Worth It”

This 1971 slogan revolutionised beauty advertising by:

• Shifting focus from men's approval to women's self-worth
• Justifying premium pricing through emotional reasoning
• Creating a sense of permission for self-indulgence
• Establishing a timeless value proposition that still resonates today

While beauty standards have evolved dramatically since the 70s, this slogan's message about self-worth remains powerful across generations.

5. De Beers: “A Diamond is Forever”

Named the best advertising slogan of the 20th century by Advertising Age, this 1948 tagline:

• Creates a direct association between diamonds and eternal love
• Discourages reselling by positioning diamonds as heirlooms
• Uses simple, poetic language with perfect rhythm
• Transformed cultural expectations around engagement rings

This slogan didn't just sell diamonds – it fundamentally changed marriage customs worldwide, showing how powerful taglines can shape cultural norms.

6. Avis: “We Try Harder”

When Avis adopted this slogan in 1962, they were the second-largest car rental company. Rather than hiding this fact, they:

• Transformed their underdog status into a competitive advantage
• Created an implicit criticism of the market leader
• Made a promise about service quality that influenced employee behaviour
• Established an honest, authentic brand voice

Within a year of launching this campaign, Avis went from losing money to earning £1.2 million in profit – proof that embracing your market position honestly can be remarkably effective.

7. M&M's: “Melts in Your Mouth, Not in Your Hand”

Created in 1954, this product-focused slogan:

• Communicates a clear, practical benefit
• Uses parallel structure for memorability
• Solves a specific consumer problem
• Has remained relevant for nearly 70 years

Sometimes the best slogans focus on functional benefits rather than emotional appeals, particularly when that benefit addresses a genuine consumer pain point.

8. Tesco: “Every Little Helps”

This British retail giant's slogan works because it:

• Acknowledges customer concerns about value without mentioning price
• Creates a humble, approachable brand personality
• Applies to everything from pricing to convenience to service
• Uses colloquial language that feels genuinely British

The brilliance of “Every Little Helps” is its versatility – it can apply to savings, product selection, convenience, or customer service initiatives.

9. Red Bull: “Gives You Wings”

This metaphorical slogan succeeds by:

• Creating a vivid mental image that represents energy and possibility
• Avoiding literal product claims while implying performance benefits
• Establishing a playful, imaginative brand personality
• Working across visual media through literal wing imagery

Red Bull demonstrates how a metaphorical slogan can communicate product benefits without making claims that might attract regulatory scrutiny.

10. Mastercard: “There are some things money can't buy. For everything else, there's Mastercard.”

This longer-format slogan works because it:

• Tells a story in just two sentences
• Positions the brand as understanding what truly matters in life
• Creates a template for countless advertising executions
• Balances emotional and practical appeals

Later shortened to “Priceless,” this campaign demonstrates how a strong conceptual framework can evolve while maintaining its core message.

11. Guinness: “Good Things Come to Those Who Wait”

This slogan cleverly turns a product limitation into a virtue by:

• Reframing the longer pour time as a sign of quality
• Establishing patience as part of the consumption ritual
• Using a familiar proverb that feels timeless
• Creating a sense of anticipation and reward

Guinness shows how effective embracing your product's quirks rather than hiding them can be.

12. Ronseal: “It Does Exactly What It Says on the Tin”

This straightforward British slogan became culturally significant because:

• It promised reliability in a category plagued by disappointment
• Used conversational language that sounded like actual people
• Created a pattern disruption by avoiding marketing hyperbole
• Established instant credibility through honesty

This phrase entered everyday British language as shorthand for straightforward reliability – the ultimate achievement for any slogan.

13. KFC: “Finger Lickin' Good”

This sensory slogan works by:

• Evoking a specific physical action associated with enjoyment
• Using colloquial language that feels conversational
• Implying such deliciousness that social norms are forgotten
• Creating a memorable visual image of satisfaction

KFC temporarily retired this slogan during the COVID-19 pandemic, showing how even the most established taglines must sometimes adapt to changing circumstances.

14. BMW: “The Ultimate Driving Machine”

This premium positioning slogan succeeds through:

• Definitive language that claims category leadership
• Focus on the experience rather than vehicle specifications
• Implied superiority without direct competitor comparisons
• Consistency across decades of marketing materials

BMW's strict adherence to this positioning has created remarkable brand coherence over 50+ years, demonstrating the value of slogan longevity.

15. Airbnb: “Belong Anywhere”

This newer slogan works because it:

• Transforms a functional service (accommodation) into an emotional benefit (belonging)
• Addresses the human desire for connection when travelling
• Creates a distinct position against impersonal hotel chains
• Expands the brand promise beyond physical spaces

Airbnb demonstrates how modern slogans can focus on more profound emotional benefits that transcend product features.

16. John Lewis: “Never Knowingly Undersold”

This British retail promise has endured since 1925 because:

• It makes a specific, verifiable customer commitment
• Establishes trust through a concrete policy
• Creates an internal standard for employee decision-making
• Uses slightly formal language that conveys authority

John Lewis shows how a slogan that doubles as a business policy can build exceptional trust over generations.

17. Specsavers: “Should've Gone to Specsavers”

This brilliant British optician's slogan:

• Creates a template for humorous scenarios involving poor vision
• Gently uses fear (of embarrassing mistakes) as motivation
• Uses colloquial contraction (“should've”) that sounds natural when spoken
• Positions the brand as the obvious solution to a problem

The longevity of this campaign proves that humour can create serious brand recognition when executed consistently.

18. Carlsberg: “Probably the Best Beer in the World”

This slogan stands out because:

• The qualifier “probably” creates unexpected modesty
• It makes a bold claim while acknowledging subjectivity
• Uses dry humour that feels distinctly European
• Allows for creative interpretations across campaigns

The ironic understatement of “probably” feels more credible than absolute claims, demonstrating that sometimes less assertive language can be more persuasive.

19. The AA: “The Fourth Emergency Service”

This service positioning works because:

• It elevates the brand to near-public institution status
• Creates association with essential, respected services
• Implies reliability in crises
• Establishes clear category leadership

By positioning themselves adjacent to police, fire and ambulance services, the AA created a perception of indispensability that competitors couldn't easily challenge.

20. Gillette: “The Best a Man Can Get”

This multilayered slogan succeeded because:

• It works on both product and aspirational levels
• Appeals to masculine ideals while remaining inclusive
• Creates a high standard that justifies premium pricing
• Flexible enough to evolve with changing definitions of masculinity

Gillette later showed how a long-standing slogan can be reinterpreted for contemporary audiences with their “The Best Men Can Be” campaign, addressing toxic masculinity.

21. Skittles: “Taste the Rainbow”

This sensory slogan works through:

• Synaesthetic connection between colour and flavour
• Playful, imaginative language that matches the product experience
• Perfect brevity at just three words
• Creating a distinctive visual and verbal territory

Skittles demonstrates how metaphorical language can create a unique brand world that competitors can't easily imitate.

22. Disneyland: “The Happiest Place on Earth”

This destination slogan succeeds by:

• Making an emotional promise rather than describing attractions
• Using superlative language that creates precise positioning
• Establishing happiness as the core brand benefit
• Creating a measurable standard for internal operations

Disney's slogan set an internal service standard as much as an external marketing message – employees are committed to delivering on this emotional promise.

23. Marks & Spencer: “This is Not Just Food, This is M&S Food”

This quality-signalling slogan works through:

• Creating a syntactic pattern that emphasises exceptionalism
• Using repetition and parallel structure for memorability
• Establishing clear differentiation in a crowded category
• Working perfectly with sensual food photography

M&S shows how a slightly longer format slogan can create a distinctive verbal template that extends across thousands of products.

24. FedEx: “When It Absolutely, Positively Has to Be There Overnight”

This service promise succeeds because:

• It directly addresses customer anxiety about delivery reliability
• Uses intensifiers (“absolutely, positively”) that emphasise certainty
• Creates a clear expectation that shapes operational standards
• Establishes ownership of the overnight delivery category

Later shortened to “The World on Time,” FedEx demonstrates how a detailed promise can establish category leadership.

25. Sainsbury's: “Live Well for Less”

This balanced proposition works because:

• It resolves the tension between quality and affordability
• Creates permission to prioritise wellbeing without excess spending
• Establishes a distinctive middle-market position
• Addresses post-recession consumer priorities

Sainsbury's found the perfect positioning between Waitrose's quality focus and Tesco's value orientation.

26. The Guardian: “Facts are Sacred”

This media positioning succeeds by:

• Establishing a clear journalistic philosophy in three words
• Creating an implicit contrast with less rigorous publications
• Setting an internal standard for reporting integrity
• Appealing to readers who value truth and accuracy

In an era of “fake news” accusations, The Guardian's commitment to factual reporting creates a clear brand position.

27. Lay's: “Betcha Can't Eat Just One”

This challenge-based slogan works because:

• It converts a potential negative (inability to stop eating) into a positive
• Creates an implicit product endorsement through irresistibility
• Sounds like something a friend might say rather than corporate messaging
• Invites mental agreement from consumers who recognise the behaviour

Lay's shows how acknowledging consumer behaviour (even somewhat negative) can create authentic connections.

28. Aston Martin: “Power, Beauty and Soul”

This luxury positioning works through:

• Elevated, poetic language appropriate for the price category
• Perfect three-part structure with escalating emotional impact
• Anthropomorphising vehicles with human qualities
• Creating associations beyond mechanical specifications

Aston Martin demonstrates how premium brands require slogans with depth, sophistication and emotional resonance.

29. HSBC: “The World's Local Bank”

This global positioning succeeds by:

• Resolving an apparent contradiction between worldwide reach and local understanding
• Addressing a key anxiety about international banking
• Creating a clear operational standard for local market adaptation
• Differentiating from both global giants and regional banks

HSBC established a unique position that neither purely global nor purely local competitors could easily claim.

30. Innocent Smoothies: “Little Tasty Drinks”

This disarmingly simple slogan works because:

• It uses childlike language that signals purity and simplicity
• Creates a stark contrast with corporate competitors
• Matches the brand's playful, honest personality
• Feels like a description rather than marketing language

Innocent demonstrates how deliberate understatement can create distinctiveness in categories filled with exaggerated claims.

How to Create Your Own Memorable Business Slogan

Now that we've analysed the best business slogans, let's explore how you can create a compelling tagline for your own company. Follow these steps to develop a slogan that strengthens your brand identity and resonates with customers.

1. Define Your Unique Value Proposition

Before writing a single word, answer these questions:

• What specific problem does your business solve?
• How do you solve this problem differently from competitors?
• What emotional benefit do customers experience?
• What's the single most important thing customers should remember?

For example, Inkbot Design's branding services focus on creating distinctive visual identities that help businesses stand out in crowded markets. Their value proposition combines creativity with strategic effectiveness.

2. Understand Your Target Audience

Your slogan must resonate with the specific people you want to reach. Consider:

• What language does your audience use in everyday conversation?
• What emotional triggers motivate their purchasing decisions?
• What cultural references would they immediately understand?
• What tone feels appropriate for your relationship with them?

The most effective business slogans sound like what your ideal customer might say or think.

3. Study Your Competitors' Slogans

Examine the taglines used by direct and indirect competitors:

• What themes appear repeatedly in your category?
• Which competitive slogans seem most effective?
• What positioning territory remains unclaimed?
• How can you differentiate your message?

The goal isn't just to be different – it's to be different in a way that matters to customers and aligns with your strengths.

4. Brainstorm Without Judgment

Generate at least 50 potential slogans without evaluating them. Try these approaches:

• Complete this sentence: “We're the only company that…”
• Write phrases that use your brand name as a verb or adjective
• Create metaphors for your customer experience
• Adapt well-known sayings to your business context

Don't aim for perfection – quantity leads to quality in the initial phase.

5. Apply Critical Filters

Once you have a substantial list, evaluate each option against these criteria:

• Memorability: Will people remember it after one exposure?
• Relevance: Does it connect to your core value proposition?
• Differentiation: Could competitors use the same slogan?
• Timelessness: Will it still make sense in 10 years?
• Versatility: Works across different marketing channels?
• Authenticity: Does it feel true to your brand voice?

Eliminate any slogans that fail these tests, regardless of how clever they might seem.

6. Test with Real People

With your shortlist of 3-5 finalists, gather feedback from:

• Current customers who already understand your value
• Potential customers in your target demographic
• People unfamiliar with your business or category

Ask both direct questions (“What does this slogan mean to you?”) and indirect ones (“What kind of company would say this?”) to gather unbiased impressions.

7. Check Trademark Availability

Before finalising your slogan, ensure it's legally available:

• Search the UK Intellectual Property Office database
• Look for similar phrases in your industry
• Consider international implications if you plan to expand
• Consult a trademark attorney for complex situations

The strongest slogan is worthless if another company has legal rights to it.

Slogan Creation Tools and Techniques

If you're struggling to develop the perfect business slogan, try these proven techniques:

The Contrast Method

Create tension or resolution between opposing ideas:

• “Work hard. Play harder.” (creates escalation)
• “Think global. Act local.” (resolves apparent contradiction)
• “Less money. More life.” (establishes value relationship)

This approach creates memorability through cognitive disruption.

The Metaphor Approach

Use figurative language to create deeper associations:

• “Red Bull gives you wings” (energy = flight)
• “Spotify: The soundtrack of your life” (service = personal narrative)
• “Your financial umbrella on rainy days” (insurance = weather protection)

Metaphors create visual imagery that makes slogans more memorable.

The Rhyme Technique

Create phonetic patterns that stick in memory:

• “The best part of waking up is Folgers in your cup”
• “Don't just book it. Thomas Cook it.”
• “If the shoes fit, wear it”

Studies show that rhyming statements are perceived as more accurate and memorable than non-rhyming alternatives.

The Challenge Approach

Directly engage prospects with a provocative question or command:

• “Got Milk?”
• “Just Do It”
• “Think Different”

This technique creates immediate mental involvement and response.

Common Business Slogan Mistakes to Avoid

Even large companies sometimes create ineffective slogans. Avoid these common pitfalls:

1. Generic Platitudes

Phrases like “Quality You Can Trust” or “Service Excellence” are so overused that they become meaningless. If any competitor could use your slogan, it isn't distinctive enough.

2. Feature Obsession

Focusing on product specifications rather than benefits often creates forgettable slogans. “Our 4GHz Processor” means less than “Computing at the Speed of Thought.”

3. Trendiness

Using current slang or references might seem clever today, but it will date quickly. “Getting jiggy with finance” would have seemed dated within months.

4. Complexity

If people need to think about your slogan to understand it, it's too complicated. Effective taglines create immediate understanding.

5. Disconnection from Brand Reality

Never promise what you can't deliver. Slogans create expectations that your actual customer experience must fulfil.

Business Slogan FAQ

Let's address some common questions about creating effective business slogans.

Slogan Inspiration for Different Business Types

Different industries have unique considerations when creating effective slogans. Here are approaches for specific business categories:

Retail Business Slogan Ideas

Retail slogans often focus on selection, experience, or value:

• “Where quality meets affordability”
• “The store that comes to you”
• “Shop once, remember forever”

Service Business Tagline Approaches

Service businesses benefit from reliability and outcome-focused messaging:

• “Problems solved. Satisfaction guaranteed.”
• “We handle it so you don't have to”
• “The service you'll recommend”

Tech Company Positioning Statements

Technology companies often focus on transformation and simplification:

• “Complexity made simple”
• “Tomorrow's solutions today”
• “Technology that understands you”

Startup Slogan Strategies

Startups benefit from disruptive, challenger positioning:

• “Rethinking how [industry] works”
• “The [industry] company that puts you first”
• “Finally, [solution] that makes sense”

Creating Your Slogan: A Step-by-Step Worksheet

Follow this practical exercise to develop your business slogan:

1. Write your whole value proposition in 1-2 sentences: ________________
2. Highlight the 3-5 most important words: ________________
3. List 5 emotional states you want customers to feel: ________________
4. Note 3 ways your business differs from competitors: ________________
5. Create 10 slogan options combining these elements: ________________
6. Test your favourite options with 5-10 potential customers
7. Refine based on feedback until you have a clear winner

For professional guidance on developing the perfect slogan for a comprehensive branding strategy, consider partnering with branding experts who understand how verbal and visual elements work together.

The Business Slogan: Your Brand's Most Valuable Sentence

A truly outstanding business slogan does more than take up space in your logo or website footer – it becomes part of the cultural lexicon. It shapes how people perceive your entire company.

The best business slogans create immediate recognition, communicate core values, and establish emotional connections that transcend rational product evaluation. These condensed brand statements disproportionately influence consumer memory and decision-making in an age of fleeting attention spans.

Whether launching a new venture or refreshing an established brand, investing time crafting the perfect slogan delivers returns far beyond its brief word count. Remember that your motto isn't just what you say about your business – it's what customers will say about you when you're not in the room.

What will your business be remembered for?