What Is the Difference Between a Company Motto and a Slogan?

What is a company motto?

A motto is a fairly short phrase, shorter than a slogan in general, that describes what your company represents, its mission. That means, you do not mention a product or service you offer. For example, Nike's motto is "Just Do It", L'Oreal's is "Because I'm worth it". These are phrases that represent the brand as a whole; Buy yourself L'Oréal products, because you are worth it.

How to write a corporate motto?

As with your logo, a company motto should be memorable and eye-catching. That means, when the customer sees the motto, they will remember it and associate the motto with the brand. It must also be simple. Use simple vocabulary, your motto should be short. To write it, start by writing a short text that you think represents your company, its mission, why your business is useful. From this short text, you will have to create a very small sentence. In other words, summarize the short text. It takes a lot of work and time. Some people have the ability to come up with motto’s very quickly, and others don't. It depends on different factors. Don't worry if you don't come up with one in a few seconds.

Do you need a company motto?

An important question to ask yourself is: do you need a motto? The answer is simple, you don't, it's up to you. If you own a small business, your motto may often change as your business evolves. Also, if you don't feel comfortable writing a motto, don't force yourself. A motto is not mandatory, do not put pressure on yourself, you have enough to carry on your shoulders. Finally, you may not need it depending on your company name. It may be that your business name is quite descriptive, so you don't need a motto. 

Now let's look at what the difference is between a motto and a slogan. There is a fine line between the two.

What is a slogan?

Unlike the company motto, a slogan is often used to promote a particular service or product. However, a slogan can also represent a company, which is why it can be difficult to tell the difference between the two. Slogans are therefore often written for advertising campaigns of specific products. They are also quite long, at least longer than a motto, and can change more often than a motto. Another resemblance to the motto is that your slogan may stick around longer than you think. If you create a slogan for an advertising campaign for your flagship product, maybe it will grow tremendously, and you will not need to create a new slogan.

How to write a slogan?

Writing a slogan is quite similar to writing a motto. If you are preparing a slogan for your flagship product, then write a short text. In the text explain your products benefits, why it is good for your customers, its usefulness. Then try to summarize this idea. A slogan does not necessarily have to rhyme, it is not a jingle. It should also be simple and memorable so that the customer remembers what you are talking about. If you manage to create an emotion in your customer, your product will be even more successful.

Do you need a slogan?

Just like the motto, you don't have to create one, but you may want to have one for your advertising campaigns. The advantage of a slogan is that it is easily changed according to your products. So, if one of your slogans does not catch on, it is not the end of the world. You can change it for the next campaign. Also, you may no longer need to come up with slogans. Sometimes a slogan works so well that it sticks like Red Bull gives you wings.

Where to use your motto or slogan?

Whether you decide to write a slogan or a motto, you can display it on different media. Of course, it will then have to be a fairly short sentence, and one that you do not change every two weeks, because it may cost you a lot in promotional products. If you have a motto, you can add it underneath or above your logo. It is usually smaller than your logo. You can also add it to your business card or letterhead. If we are talking about physical products, then you can order caps, T-shirts, pens with an image of the product and its slogan. 

Depending on its location, it can also look better on some products than others. So be careful before ordering. Of course, you don't have to have thousands of promotional products, because it's still quite an investment for small businesses. However, you can start with one or two derivatives.

Now you know the difference between a company motto and a slogan. As you can see, there is a fine line. Honestly, don't contemplate for too long whether you should have a slogan or a motto. You may want to create a motto, and eventually you realize that this motto would work better as a slogan for an advertising campaign of one of your products or services.

If you need an extra hand, feel free to take a look at our article on our tips on finding a representative slogan. Good luck!