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Great slogans stick in our minds and help us to remember the businesses they represent. You can create a slogan for your business that will capture the attention of customers and help them remember your business when they are ready to buy.

Although clever slogans may be memorable, if they do not make a connection between your business and the customer’s need, they may not be effective. How many commercials have you seen that you thought were great, but later you could not remember what they were advertising? The same can apply to slogans.

A good slogan sticks in your brain with a message that sells your company or your products. The old Timex slogan, “Takes a licking and keeps on ticking,” is not only easy to remember (It rhymes!) but it stresses an important product benefit: Timex watches are made to last.

One of the most memorable slogans of recent years is Nike’s, “Just do it.” Although it does not promise a specific benefit, the idea of “just doing it” resonates with the athletic shoe buyers Nike wants to reach.

Here are more tips on creating a memorable slogan for your business:

Be wary of puns. Although a play on words, such as M.D. Anderson Cancer Center’s, “Making cancer history,” can be effective, be careful of puns that may not be clear when the slogan is spoken.

Involve the customer. “Only you can prevent forest fires,” is powerful because it makes the audience powerful.

Invoke your size. Many companies use slogans that say they are the largest, while others focus on their small size. Does size matter to your customers? I found many small businesses using slogans that said things such as, “Small enough to know you, large enough to serve you.”

Show you are local. Along the same line, many people like to support local businesses. Including your city or state in your slogan reinforces that you are part of the community.

Keep it short and simple. A great slogan is easy to remember. If it is too long, it won’t be remembered.

Before using your slogan, search the U.S. Patent and Trademark Office database at http://www.uspto.gov/ to make sure it has not already been registered. Southwest Airlines discovered, after launching an advertising campaign, that their slogan, “Just plane smart,” was already being used by a small regional airline. Money changed hands and they were able to continue the campaign, but it is best to check before using the slogan.

Once you have determined that the slogan is not already trademarked, you should trademark it. Although it is possible to file a trademark without an attorney, there are many possible pitfalls to filing a successful trademark application. Involving an attorney to at least review your paperwork is probably a good idea, and may save lots of time and money in the long run.

Now, use your slogan everywhere. In advertising, on your business cards, at your web site, in your email signature, on the side of your building—anywhere customers may see it.