A generator given nothing can only give nothing back
Type a business name into most slogan tools and you get "Excellence in Everything" or "Your Partner in Success". That is not a failure of imagination, it is arithmetic: one input cannot produce a line that is about your business, because nothing about your business went in.
This one asks what you do, who for, where, and what is different. Every line comes out of those words, and a shape whose slots cannot be filled honestly does not get used.
The difference field is the one that matters
Four of the five inputs are things a competitor could write too. Plenty of firms do structural steel, for main contractors, in Cheshire.
"Fabricated and installed by the same team" is not something everybody can say. That is the field that makes a strapline yours, and leaving it blank is why the output feels flat.
Write it so it could stand alone as a sentence. The tool never wraps it in a frame like "we do X", because there is no way to know whether what you typed is a noun, a verb or a participle, and guessing produces nonsense.
Superlatives are a legal claim, not a flourish
No other slogan generator does this, and getting it wrong can cost you money.
CAP Code rule 3.7: before publishing, marketers "must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation."
And the Code goes further on superlatives than most people expect. An unqualified one is treated as a comparative claim against every competing product. So "the best welders in Cheshire" is a claim about every other welder in Cheshire, and it survives only if it is obvious puffery nobody would take literally, or if you can evidence it.
Objective superiority claims also have to make clear what aspect is superior. "Cheapest" is a price claim you would need to be able to show. "Fastest" is about turnaround and needs a basis. Any line carrying one of these gets flagged here with what would have to be true.
"Guaranteed", "always" and "never" are a different problem
Those are not comparisons, they are promises, and they are harder to stand behind than they sound because they admit no exceptions.
One late job makes "always on time" untrue, and the person quoting it back at you will be a customer who is already unhappy.
Length decides where a line can live
Under a logo you have about thirty characters before it wraps on a phone. A wrapped strapline reads as two half-thoughts and stops doing the job.
Up to fifty-five works on a website, a card or a sign. Past that it is a sentence, which is a perfectly good thing to have as the first line on a homepage. It is just not a strapline, and putting it under the logo is how it ends up in six point type nobody reads.
Every line here carries its character count so you can pick by where it has to go.
Say it out loud before you commit
A strapline is consumed in about a second, often on a vehicle moving in the other direction. Anything that needs a second pass has already failed.
Read your shortlist aloud. Where you pause, stumble, or run out of breath, the words are wrong, and that is invisible on a screen.
Check nobody already owns it
A slogan can be a registered trade mark. Search the IPO register, and search the exact phrase in quotes on a search engine, before it goes anywhere permanent.
Both take five minutes. Signage, workwear, vehicle livery and printed stationery do not.
Common questions
Why does this ask for five things when other slogan tools ask for one?
Because a generator given one word can only produce lines that would fit anybody, which is how the internet ended up full of "Excellence in Everything" and "Your Partner in Success". Every line here is built out of words you supplied. The field that changes the output most is what makes you different, because it is the only one a competitor could not also write.
Why is it warning me about the word "best"?
Because a strapline is a marketing communication and CAP Code rule 3.7 requires marketers to hold documentary evidence for claims consumers would regard as objective. Superlatives are worse than they look: the Code treats an unqualified one as a comparative claim against every competing business, so "the best roofer in Leeds" is a claim about every other roofer in Leeds. It survives on evidence, or as obvious puffery nobody would take literally.
So can I never say I am the best at anything?
You can, on two conditions. Either it is so obviously an exaggeration that no reader takes it as fact, or you can show it. And an objective superiority claim has to make clear what aspect is superior, so "the fastest turnaround in the county" needs to be about turnaround, needs to be measurable, and needs a basis you could produce if asked.
How long should a strapline be?
Under thirty characters if it has to sit under a logo, because past that it wraps on a phone and a strapline that wraps stops working. Up to about fifty-five is fine on a website, a card or a sign. Longer than that and it is a sentence rather than a strapline, which is not useless: it makes a good first line on a homepage, it just cannot live under the logo.
Will it give the same lines twice?
Yes, deliberately. The output is seeded, so the same inputs and the same shuffle reproduce the same list exactly. Press shuffle for a different order of the same set. Coming back tomorrow and finding your shortlist gone is a bad way to lose a good line.
Can I trade mark a slogan?
Yes, and some famous ones are registered. Before you print anything, search the IPO register and search the phrase in quotes on a search engine. Five minutes there is cheaper than reprinting signage, and finding out that a competitor two counties over has registered the line you just put on a van is a genuinely bad afternoon.
What makes a strapline actually work?
Being sayable. It gets read in a second, on a van going past, and anything needing a second pass has failed. Read the shortlist out loud. If you pause, hesitate or have to breathe halfway through, the words are wrong however good they look written down.