Six-Week Start-Up. Rhonda Abrams

      When we were developing a logo for this content company—Planning-Shop—we wanted an image that would convey the message that products from PlanningShop enable people to “complete” their business planning projects. We decided that the concept of the last piece of a puzzle would visually convey that feeling of completion. Here’s what we came up with:

      Use the “Creating My Identity” worksheet on page 38 to make notes or drawings of possible logos for your business.

       Taglines

      Many companies use a motto or tagline either to better explain the nature of the business or to create a feeling about the company or product.

      A tagline helps customers remember what is unique about your business:

       “Personalized service at practical prices”

       “Legal services for the real estate industry”

      Taglines don’t have to be “catchy” to be memorable to your target audience. “Manufacturers of packing materials for technology products” may seem boring but be very effective if you make and sell boxes for computers. This lets your potential customers know—and reminds current customers—that you specialize in exactly what they need.

      Taglines can become the basis of your advertising and marketing pieces. Of course, you would use your tagline in all your advertising. But even if you don’t have much of a marketing budget, you can use your tagline on your business cards, packaging, and stationery, even at the end of emails.

      You don’t have to have a tagline, and you certainly don’t have to choose one before you even open your doors. But developing a tagline helps you clarify what makes your business special and enables you to sum up your competitive position in just a few words.

       Colors

      Many people start their businesses without giving colors much thought, and yet most of us intend to use some colors in our business—in our decor, on our business cards, brochures, packaging, website, and so on. What often happens is that you end up using one color for one thing (let’s say a brochure), another color for something else (for your stationery, perhaps) and yet another color elsewhere (maybe your website).

      The result? You lose the opportunity to develop a strong brand image for your company and perhaps even risk confusing your customer.

      Instead, come up with a consistent use of color—your “color palette”— to give you another tool that reminds customers who you are and conveys a feeling about your company.

       Check It Out

      The Color Marketing Group forecasts color trends for the next 12-18 months for a variety of industries. www.colormarketing.org

      Some colors are associated with certain feelings. Blue is considered calming and reassuring, so banks and financial institutions often use blue.

CREATING MY IDENTITY

       Use the space below to begin developing your corporate identity. You may want to draw pictures, as well as use words and phrases, to develop the look, feel, and message you want to convey. You will continue this process in Week Six.

Business name

Tagline and keywords for marketing material

Logo

Colors

Distinct product design

Distinct packaging

Decor, employee clothing, or other unique identifying features

      While red is considered lucky for some ethnic groups, it’s viewed as a sign of danger or action to others, so consider your target market. Other colors have developed different associations: pink is viewed as feminine, pastels are associated with babies. Colors also go through fads, so be careful to choose a color that won’t be dated too quickly.

      Since referring to colors just by generic names (“blue,” “teal blue,” and the like) is very imprecise, professionals use a system to identify particular colors. You’ll want to learn the “PMS” numbers (which stands for “Pantone Matching System”) of the specific color(s) you choose so you can give future printers and designers the exact colors you want.

      Since you’re likely to use your color palette on your website, keep in mind that some colors do not display well on computer monitors. Check your colors on several different monitors before finalizing your choice.

      Be careful also about how many colors you use in your business. If you use too many, it can become expensive to print your stationery, business cards, packaging, and so on.

      Write down your thoughts for logos, taglines, colors and other aspects of your corporate identity on the “Creating My Identity” worksheet on page 38.

Meet with a graphic designer

      If you can afford it, you may want a graphic designer to help you create your corporate identity: logos, website, stationery, and so forth. Obviously, when you hire a graphic designer, you should look at their portfolio (samples of previous work for other clients) to see if you like their style and if they have the right background for you. But once you’ve committed yourself to working with a designer, the next step is to help them understand your vision.

      Have the designer read the business concept and description statements you developed on pages 14 and 16. Give the designer a sense of your goals and values so they can consider them in the design. Show them other visual images you like so they can get a sense of your tastes and preferences.

      Use the guide “Questions to Ask: Graphic Designers” on page 40 as a starting point. The more information you give your designer to work with, the better they can develop a corporate identity that works for you.

      QUESTIONS TO ASK

       GRAPHIC DESIGNERS

Ask about:	Their experience.