You’ve got a great name for your startup. What’s next? Before you design your logo, website and other marketing materials, it’s time to create a company slogan or tagline. Like Apple’s “Think Different” or Nike’s “Just Do It,” a great slogan inspires, motivates, informs and persuades. So how do you come up with the right one for your company?

“Having a great slogan is absolutely critical,” says Rich Davis, founder of Slogan Slingers, a crowdsourcing site for slogans and taglines. “In some ways I think it’s even more important than a logo, because everyone has a logo. Not every [new] business is savvy enough to leverage a really smart slogan.”

A good slogan can help you stand out from your competition. “If you have a slogan that conveys a simple, powerful message while your competition just has a logo, you have the advantage in standing out and winning over your target audience,” claims Davis. The right slogan can change how you’re perceived both externally and internally, he adds, citing the “Think Different” campaign as an example. “It represented the cornerstone of Apple’s entire brand. It was their philosophy in two words. It guided every product they developed and every decision they made.”

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