NEW YORK CITY – When thinking of a memorable slogan, retailers or brands should focus not on the written word, but on the sound those words make, Advertising Age reports. While we live in a word-filled world, we hear only sounds.

Sounds provide the connection between words and mind, which means creating a slogan or brand name that “sounds” good can be key to getting customers to remember it. Here are five tips on how to come up with a noteworthy slogan for your convenience store or brand.

Rhyme. Think of some slogans you recall with ease, and chances are, they rhyme. “An apple a day keeps the doctor away” and “The best part of waking up is Folgers in your cup” are but two examples of how rhyming helps us remember the products.

Alliteration. Having words in your slogan that start with the same letter also forms a lasting impression. For example, the M&Ms slogan—“M&Ms melt in your mouth…not in your hands”—works because of the four “m’s” in the first half.

Repetition. In a short slogan, repeating the product’s promise can be golden. For example, FedEx zeroed in on overnight service and came up with: “When it absolutely, positively has to be there overnight.”

Reversal. This is akin to a large man being nicknamed Tiny—it’s the opposite of what you’d think. Perdue Farms’ slogan delivered by its president, Frank Perdue, summed up this technique beautifully: “It takes a tough man to make a tender chicken.”

Double-entendre. Consumers like to be in on the “joke,” and having a slogan with a double-entendre give them that in. The De Beers Group of Companies’ “A diamond is forever” fulfills that with its nod to the idea that a diamond ring symbolizes everlasting love.

Take a look at your own slogan and see which technique yours employs. If the answer is none, perhaps you might consider creating a new one that will live on in the memory of your customers.