
Your logo is often the face of your business, but it’s your slogan that can truly set you apart from the competition. A powerful slogan can communicate your company’s identity and value in just a few words, helping to create a strong emotional connection with your target audience. It can inspire and motivate customers, and make your business memorable long after they’ve left your website or store.
Let’s explore why a slogan is so important for your local service company, and provide practical tips on how to craft a winning slogan that will make your brand stand out.
Slogan: A slogan is a short and catchy phrase that is often used in advertising and marketing to help customers remember a company or its products/services.
Mission: A mission statement, on the other hand, is a longer statement that outlines a company’s overall purpose, values, and goals.
While a mission statement is typically longer and more detailed than a slogan, the two can be closely related. A company’s mission statement can help to inspire a slogan that captures the essence of the company’s purpose and values in a memorable way.
For example: Nike, Inc (marketing & sales of footwear, apparel, equipment, accessories, and services)
Nike’s mission statement: “To bring inspiration and innovation to every athlete in the world.”
Nike’s slogan: “Just Do It,” encapsulates this mission statement in a simple and memorable way.
Slogans Should Connect With Target Audience
Your slogan isn’t stating the actual item or service you offer; it should be memorable and inspiring to build a strong relationship.
- Nike’s slogan isn’t “Leather Shoes since 1964.” NO, it’s “Just Do It“, because that puts their customers first.
- Coke’s slogan isn’t “Fizzy Sugar Water.” While their slogans have changed repeatedly throughout the years, (some were horrible like “Three Million A day” (1917)), the most memorable slogans were inspirational:
- “Taste the Feeling” (2016)
- “Open Happiness” (2009)
- “Life Tastes Good” (2001)
- Apple’s Slogan isn’t “metal computers and phones”. No, their slogan inspires a community to “Think Different“
Mission to Slogan
When developing a slogan, it can be helpful to refer back to your company’s mission statement to ensure that the slogan accurately reflects your company’s values and purpose. This can help to create a more cohesive and impactful brand message overall.
Here are some examples: These companies have effectively encapsulated their mission statement or values in a simple and memorable slogan:
- Airbnb – “Belong Anywhere”
- Disney – “The Happiest Place on Earth”
They serve as a powerful tool for brand recognition and can help reinforce the company’s message in the minds of consumers.
Here are some more examples: These companies that have combined their mission statement with a memorable slogan.
- Apple – Mission: “To bring the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.” Slogan – “Think Different.”
- Patagonia – Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Slogan: “We’re in business to save our home planet.”
The Importance of a Slogan for Your Local Service Company
Slogans are important for a few key reasons:
- They help to reinforce you company’s brand identity: A well-crafted slogan can help to create a memorable and recognizable brand identity, making it easier for consumers to identify and remember your company.
- They communicate your company’s message: A slogan can serve as a succinct and memorable way to communicate your company’s mission, values, or unique selling proposition to consumers.
- They can inspire and motivate employees: A catchy slogan can help to inspire and motivate employees by communicating the company’s purpose and values in a way that is easy to remember and understand.
- They differentiate your company from competitors: A well-crafted slogan can help to differentiate your company from your competitors by highlighting what makes you unique or different.
Overall, a slogan is an important tool for building a strong brand identity and communicating a company’s message to consumers. It can help to establish an emotional connection with consumers and differentiate your company from your competitors, ultimately driving business success. It helps your company take it’s messaging from a tiresome wall of words down to a concise memorable message.

Local Service Company Slogan Examples
Would these slogans fall flat or resonate with a potential customer of an electrician?:
- Serving all of metro Atlanta (this is the slogan of several electricians in the Atlanta area)
- Your Local Electrician (this is also the slogan of numerous electricians)
- Ready to get the lights on?
- Light up your life!
Would these slogans fall flat or resonate with a potential customer of a handyman?:
- One call will handle it all. (maybe, but it sounds too much like a famous attorney’s tagline)
- Your Trusted, Handyman & Home Improvement Professionals in Northwest Atlanta, GA (falls flat and is too long. While they did use “Your”, it was still all about themselves.)
- Let’s Get Your Home in Perfect Shape (maybe, but sounds like a gym, and it started with let “us”)
- Making your to-do list disappear, one project at a time (Yes please, this is the winner because it resonates with customers)
Unleashing Your Brand’s Identity: How to Write a Memorable Slogan
Here are some steps you can take to write a memorable slogan for your company:
Define You Brand Identity
Before brainstorming a slogan, you should take time to define your brand identity; including mission, values, and unique selling proposition. This will provide a clear foundation for the slogan and ensure it aligns with your overall brand message.
Gather a Creative Team:
Assemble a team of creative individuals who can help generate ideas for the slogan. This could include marketing professionals, copywriters, designers, potential customers, past customers, family, friends, neighbors, other business owners, other business in your building and your networking group.
Think outside the box with people you can involve with ideas for your slogan. I had a client ask a total stranger in the elevator what a good slogan would be for their type of business. It was a winner. They have been using that slogan for over 15 years now!
Conduct research
The team should conduct research to better understand the target audience and their preferences, as well as the competition and current market trends.
Brainstorm Ideas
The team should then begin brainstorming ideas for the slogan, using the brand identity and research as inspiration. It’s important to generate a large number of ideas without censoring or evaluating them at this stage.
Refine and Evaluate
Once the team has generated a list of potential slogans, they should begin refining and evaluating them. This could include testing the slogans with focus groups, total strangers, or conducting surveys to get feedback.
Also, be sure to look at them with an eagle eye and asking if these will resonate with your target audience. Is it all about you or is it written to inspire them?
Select a Winner
After evaluating the potential slogans, the team should select a winner based on its effectiveness in communicating the brand identity and resonating with the target audience.
Mission Statement
Put the slogan side-by-side with your mission statement. How well do they coordinate with each other? How well do they define your business and what you want to accomplish?
Launch and Monitor
Once a slogan has been selected, you should launch it and monitor its effectiveness over time. It’s important to be open to adjusting the slogan as needed to ensure it remains relevant and effective.
Marketing Materials
Update your marketing materials and messaging to include your slogan.
Slogans can be used in a variety of ways to communicate your brand’s message and values to your target audience. Here are some common places where slogans can be used:
- Advertising campaigns: Use your slogan in your advertising campaigns (Facebook, Google, local magazines). A catchy and memorable slogan can help capture attention and promote brand recall.
- Marketing collateral: Slogans can also be used in marketing materials such as brochures, flyers, and sales presentations to reinforce your brand message and differentiate your business from competitors.
- Website and social media: Your website and social media profiles are key platforms for promoting your brand, and including your slogan in these channels can help establish your brand identity and engage your target audience. Have your slogan throughout your website, in social media posts, as words on photos, at the beginning/end of your videos.
- Product packaging and labeling: Slogans can also be used on product packaging and labeling to communicate the unique benefits of your services. Add your slogan to materials you leave behind with your customers. Add your slogan to the header of your service agreement.
- Company branding and signage: Slogans can also be incorporated into company branding and signage, such as on company logos, business cards, office signage, and on your service vehicles to reinforce your brand message and values.
- Pair with your logo: Combine your logo with your slogan so it’s easier to add both consistently to print & digital marketing materials.
By following these steps, you can brainstorm and strategize a slogan that effectively communicates your brand identity and resonates with your target audience, helping to build brand recognition and loyalty.