How to check a slogan before you use it

This is general information, not legal advice. For a slogan you plan to invest in heavily, ask a trademark attorney.

1. Is it already in use?

Search the exact phrase in quotes online, on social platforms and in app stores. Look especially at businesses in your industry and area.

2. Is it registered as a trademark?

In the United States, the USPTO trademark search lets you look up registered and pending marks. Check other countries where you sell. A similar phrase in the same industry can be a problem even if it is not identical.

3. Can you register it?

Very descriptive phrases are often hard to protect. A distinctive line is easier to defend and more memorable.

4. Is every claim true?

Words such as "fastest", "cheapest" or "number one" need proof. Advertising rules and platform policies can reject unsupported claims.

5. Does it translate well?

If you serve customers who speak other languages, ask a native speaker whether any word has an unwanted meaning.

6. Does it fit everywhere?

Test it on a business card, a phone screen, a sign seen from across the street and in a short ad headline. Check the character limits of the ad platforms you use.

7. Will it age well?

Avoid slang, trends and references to things that may change, such as a current price or a single product.