Two things in particular: alliteration and rhyme. They turn your slogan or tagline into a little poem.

Black Lives Matter isn’t a business slogan, but it has the same elements of fluency and memorability: the repeated L sound and the rhyming Black and Matter.

Here’s a slogan that I wrote for an Atom.com naming contest for an aged care company: Your Best Years Are Still Ahead. The slogan didn’t win the contest, but it did receive a “love it” rating, thanks I believe to the alliteration and rhyme.

Another of mine, this one for an automotive auction company: Where the Best Buyers Bid. I loved that one. The contest holder merely liked it.

And here’s one I devised for an international pharmaceutical company: Your Worldwide Medicines Supplier. A further like from the contest holder.

Finally, a slogan for a business software platform. Fingertip Facts, for Those Who Need to Know.

You get the picture. Rhyme and alliteration are not essential for a business slogan, but they help. Definitely worth the sweat.