mantra
n. countablen. a word or phrase that you repeat often because it expresses your beliefs or helps you stay focused.
n. a frequently repeated word, formula, or phrase that encapsulates a core belief or guiding principle. In its original religious context, it refers to a sacred utterance or sound used in meditation.
Her daily mantra is 'stay positive and keep working'.
The company adopted the mantra of 'customer first' to guide every decision made by the management team.
While the political mantra of fiscal responsibility resonated with voters, the actual implementation of the policy proved far more complex than the slogan suggested.
Borrowed from Sanskrit मन्त्र (mantra), from Proto-Indo-Iranian mántras, ultimately from Proto-Indo-European men- (“to think”). Related to mind.
Often used metaphorically in business or self-help contexts to describe a slogan or guiding motto.