Not all phrases need to be – or even should be – trademarked. Typically trademarks are used in places you really want to distinguish your business from another business, and have a phrase that is truly unique. “This is a great product” would not qualify for trademark protection. Also, trademarking a phrase for a limited advertisement campaign that isn’t essential to your brand identity may not be the best use of your resources. But if you plan to make the phrase an integral part of your business, a trademark will prevent competitors from co-opting that phrase or even trademarking your phrase themselves.

So make sure the phrase is unique and effective for your business plan, and determine whether you want your phrase to be trademarked with a stylized or standard character mark. A stylized mark will protect the combination of the words and graphic elements, like typography, while a standard character mark will protect the words in the phrase generally.