Small Business Guides

The 3 C’s of an Effective Business Slogan


  1. Introduction
  2. What is a Business Slogan?
  3. 3 C’s of Effective Business Slogans
  4. Connect
  5. Communicate
  6. Convert
  7. Conclusion

Choosing a good company name and business slogan are key decisions entrepreneurs and business owners must make, whether they operate in Nicaragua or Nigeria. Sadly, many make a mess of this all important business decision.

With so many brands scrambling for customer attention, a good business slogan can easily set you apart from the competition.

Research shows that average human attention span is merely 8s, same as a Goldfish. This means many prospects won't see the end of your 45s TV commercial or remember much of it.

Similarly, reports show that 40% of visitors will abandon a website that takes more than 3 seconds to load. Can such visitors grab your business name, site title, tagline or slogan before bouncing back to Google increasing your site’s negative user signals?

For visually challenged customers your company name and business slogan are some of the key things they may memorize about your company. So you need to learn how to generate good business slogans.

Smart companies and businesses boost brand recall with catchy slogans either for advertising or as tagline. In this article I share 3 intrinsic qualities of  effective business slogans with examples, so you can better choose your slogans or taglines henceforth, but first

What is a Business Slogan?

I define a business slogan as a catchphrase or short sentence that can aptly summarize, capture or communicate a brand’s core value proposition to prospects in a way that it sticks like glue.

Following are

3 C’s of Good Business Slogans

Using Kentucky Fried Chicken (KFC) as an example.

Source: Wikipedia

Name:  Kentucky Fried Chicken

Slogan: Finger Lickin’ Good

A good business slogan (in combination with or exception of business name and logo) does the following:

  1. Connect

A good business slogan connects with customer need(s). It identifies, emphasizes, highlights, and in most cases magnifies customer need(s).


John is famished, new in Detroit, and new to KFC whose outlet is just across the street. The “Fried Chicken” in KFC appeals to his need. He imagines chips and other delicacies to go with it.

Suddenly he spots another restaurant “Amazing Fried Chicken.” Now he's comparing KFC with AFC which unfortunately has no (visible) slogan.

  1. Communicate

Next, a good business slogan will communicate at least one benefit or solution to customer need(s) highlighted in #1 above.


John then spots one of KFC’s popular slogans “Finger Lickin’ Good.” He imagines himself lickin’ his fingers after eating chicken wings and thinking they sure must be that “Good.”

KFC has communicated, that they don't just satisfy hunger but do so in style.

  1. Convert

Lastly, a good business slogan having identified need, and marketed benefit(s) will incorporate a call to action encouraging prospects, overtly or subtly to buy such communicated benefit(s).


If KFC’s “Fried Chicken” is so good it promises to transform him into a finger lickin’ customer then…

Your guess is probably as good as mine.


Good business slogans incorporate one or more of these elements. The “perfect” business slogan masterfully incorporates all three.

Remember, a solid business slogan

  • Connects
  • Communicates, and
  • Converts

Author Bio

Amos Onwukwe is an AWAI trained Business and Ecommerce B2B/B2C Copywriter featured in eCommerce Insights, Ecommerce Nation, Understanding Ecommerce, SmallBizClub, SmallBusinessBonfire, Successful Startup 101, Dumb Little Man, Huffington Post, Floship, Result First, The Next Scoop, SABTrends, BusinessTips.Ph to mention a few.

Twitter: @amos_onwukwe

He is available for hire