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Here’s How to Create a Slogan in 4 Easy Steps

Here’s How to Create a Slogan in 4 Easy Steps

Learn how to create a slogan worthy of your coaching business with our step-by-step guide. Plus, discover what makes a tagline different.


It’s no coincidence that slogans of some big brands have stood the test of time.

A solid, well-written slogan stays fresh in an audience’s memory. It invites viewers to learn more about a brand’s products and services. And creating an effective, memorable slogan requires a lot of brainstorming –– it could even take months to nail down. But we’ve got you covered. 

Here’s all you need to know about how to create a slogan that represents your business’ mission. It’s time to put your thinking hat on and get writing.

What is a slogan?

A slogan is a set of words that’s catchy and short. This watchword captures a product or service’s essence, appealing to a large target audience and encouraging them to turn into buyers. 

Slogan vs. tagline 

Taglines and slogans often look similar, so it’s no wonder there’s debate on the difference between them. 

A tagline is a soundbite that gives viewers an overall feel of a company or organization. For instance, Nike’s “Just do it” doesn’t tell the consumer what the company sells but implies a go-getter attitude.

Conversely, a slogan defines services or products. For “Just do it” to become a slogan, it would need to include what Nike does. The present tagline empowers and encourages clients to make a move but doesn’t highlight that Nike sells sportswear, loungewear, and athleisure. On the other hand, jeweler DeBeer’s slogan, “A diamond is forever,” is nearly as sparse as Nike’s tagline but gives a clear idea that the company offers diamond jewelry.  

In the coaching world, a practice might have “Live better” as a tagline and “Become your best self yet” as a slogan.

There’s no need to overthink these differentiators when creating an attention-grabbing line to accompany your logo. And as you continue to explore great slogans for your business, you’ll find resources that use these terms interchangeably and label slogan examples taglines and vice versa.

Instead of getting lost in the details, remember this rule of thumb: when writing a slogan, err on the side of giving your audience the most information possible without generating a wordy statement that could lose its punch. 

Why is having a slogan good for your business?

Your coaching business has something unique to share with clients, and a slogan can help highlight what makes your company stand out. A solid slogan:

  • Demonstrates your brand’s value proposition and: Suppose you run a business coaching practice. Your branding and company name may appear similar to your peers, and that’s fine. A slogan is an excellent opportunity to explain how your business is different. A simple catchphrase like “It’s time to make your start-up dream a reality” could be enough to invite a wealth of potential clients
  • Improves recognition among viewers: Fields such as coaching share a vocabulary and vibe. All life coaches may end up incorporating keywords –– such as life coaching, wellness, and mental well-being –– to their content to rank better on search engines. Since you and other industry players will offer the same life coaching services, your exclusive slogan will help clients instantly identify your brand and relate to it.
  • Helps promote a specific service in a few words: Coaches can use slogans to pitch services. Let your audience know how their lives could change by working with you.


Aspects of a memorable slogan

A brand slogan can accomplish a lot in a few words, especially when you choose those terms carefully. Here are a slogan’s key characteristics to make a powerful first impression:

  • They’re memorable: Your audience should be able to remember and recall your slogan –– just like they recognize slogans of prominent brands. If a slogan is too long or contains complex terminology or turns of phrase, a potential customer could struggle to recall it. 
  • They make your brand sound approachable: Slogans should have a friendly vibe, especially those of coaching businesses. Your branding is the first opportunity to start building trust with clients. Share a pleasant first impression by using down-to-earth terms that make viewers feel you’d be easy to talk to. 
  • They are clear and straightforward: Sometimes, slogans fall short, not giving viewers enough information to understand the brand’s services. While leaving viewers hanging may push them to search for more information on your company, it’s a risky strategy. A good slogan should be clear and concise so readers don’t question your business and services. 

How to write a slogan

You don’t need to hire a marketing team to draft a winning slogan. Turn your company’s focus and passion into a powerful motto in just a few steps:

  1. Define the message: Don’t worry about landing on the perfect words. Determine the essential aspects of your coaching business, and explore ideas to weave them into catchphrases. Remember, don’t limit yourself to questions such as “What does my business offer clients” or “What sets my coaching services apart.” Aim to get all your thoughts on paper to choose the best slogan. 
  2. Use your voice: Your business slogan should represent your company's voice, whether energetic, comforting, or powerful. Take the ideas you drafted about what your business offers, and add a tone that resonates with your target audience. 
  3. Keep it simple: Take your winning slogan ideas, and trim them down to the important words. Aim for six to eight words in one sentence. As you work to limit the slogan and use the most direct language, you should land on a tidy, memorable sentence. 
  4. Share your slogan: Once you’ve written an excellent slogan, publish it –– put it on your website and social media accounts. But if you don’t see the desired results after a few weeks, go back to the drawing board or tweak it per your requirements. Since a company can have multiple slogans, leverage this flexibility to best define your brand and services.

Become a better entrepreneur with Practice 

Operating a thriving coaching practice means running thoughtful client sessions and a streamlined small business. 

And Practice can help. We write resources on the administrative aspects of starting a successful company, such as how to name your practice, create a solid brand, and market it through coaching ads and content promotion strategies

Once you build a client base, leverage our Client Management Software and save time on tasks such as taking reservations, generating invoices, and sending contracts to clients. Our features help you record client data, messages, and all other information in one place. Try it today.

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