Slogan and tagline generator

A slogan is not a mission statement

A mission statement explains why the business exists. A slogan has to survive being read off the side of a moving van. They are different jobs and they need different writing.

The test is whether it still works with your name in front of it and nothing else around it. 'Coastline Plumbing — fixed price, before we start' works. 'Coastline Plumbing — delivering excellence in customer-focused plumbing solutions' works nowhere.

Where it has to survive

If it is awkward to say aloud, it is the wrong slogan, however good it looks in a font. You will be saying it far more often than anyone reads it.

• The van, read from another lane
• The bottom of an invoice
• The header of your website, above the fold
• Said out loud when you answer the phone

Claims you cannot casually make

This tool will not write 'cheapest', 'fastest', 'number one', 'licensed', 'insured' or 'guaranteed' into a slogan unless you supplied it, and it refuses if asked.

Superlatives in advertising need a basis you could show if challenged, and credentials on a van are claims about your business that somebody may check. Say the specific true thing instead — it is more persuasive than the generic strong one anyway.