One might think a company’s logo is the most important tool in consumer recognition, but the tagline is definitely a close second. Ever catch yourself thinking “…melts in your mouth, not in your hand” as you grab a handful (or two) of M&Ms? Said to a friend “Got milk?” as they reach for a cold glass of leche? Or were inspired to get an Apple product because you like to “Think different”? Here are some tips on how to create a strong, effective tagline for your business.

• Step 1: Be clear, not clever. Start building a tagline with the purpose of your company. What products or services do you have to offer? If you come up with a play-on-words, great, but don’t dilute the power of a straightforward tagline by trying to be funny.

• Step 2: Don’t focus on how great your company is—instead, tell people what benefits they will receive by using your products/services.

• Step 3: Make your tagline reflect your business image. Differentiate yourself from the competition. Your business has a personality, show it! Use the tagline to give consumers a taste of your brand.

Need some inspiration? Below is a list from Forbes.com of some of the most effective advertising taglines:

Volkswagen: The ultimate driving machine.

Nike: Just do it.

American Express: Don’t leave home without it.

California Milk Processor Board: Got milk?

Mastercard: There are some things money can’t buy. For everything else, there’s Mastercard.

Apple: Think different.

U.S. Marines: The few. The proud. The Marines.

McDonalds: You deserve a break today.

DeBeers: A diamond is forever.

Verizon: Can you hear me now?

Chevy: Like a rock.

Yellow Pages: Let your fingers do the walking.

Wendy’s: Where’s the beef?

M&Ms: …melts in your mouth, not in your hand.

Dunkin Donuts: Time to make the donuts.

U.S. Army: Be all you can be.