A slogan (or strapline) typically summarises in a few words, the value that a business can bring to its clients.

Slogans should be catchy and also be relatable to the pain-points of the client. If for example your vision is to make insurance available and affordable for a majority of the uninsured, then you might use a slogan such as “affordable insurance for all”. This sends a direct message to your target group that you're here to help them meet the challenge they're facing.

Some of the best slogans (and why you should be careful if you plan using one of your own)