Company Slogan Advice
Published on
My advice for people coming up with taglines or slogans for their company:
Don’t pay attention to billion dollar brands!
Example: Apple's slogan of: “Think Different”
Instead, you should pick a slogan based on your size:
• Small Company: Be very direct.
• Medium Company: Can be slightly vague.
• Big Company: Aspirational.
For example:
When you’re a giant brand you have many products and many services, so a “direct” slogan is hard.
That’s when you can go aspirational and vague like:
My personal opinion for best big company slogan is Geico, because their slogan also SELLS!
This image perfectly shows how messaging evolves as a business grows. Each stage—from a $0 startup to a billion-dollar empire—shows a tightening focus on clarity and scale. Your offer and identity don’t just get bigger; they get sharper and simpler.
Why This Works
People buy confidence. Each growth level strips away fluff and uncertainty, replacing it with authority. The message doesn’t need to explain—it declares. Growth in business often parallels growth in communication: less explaining, more positioning.
Key Takeaways
- Beginners talk about what they can do. Pros talk about outcomes.
- As revenue grows, language becomes concise and confident.
- The biggest companies have the simplest, boldest messages.
- Clarity increases when you understand your audience and what they truly want.
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