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Page 1: 2 | FMG Suite: Three Elements of Brand Designfmgsuite.com/wp-content/uploads/Your-Unique-Brand-Strategy.pdf · They buy WHY you do it.” - Simon Synek, Start With Why Capture Your
Page 2: 2 | FMG Suite: Three Elements of Brand Designfmgsuite.com/wp-content/uploads/Your-Unique-Brand-Strategy.pdf · They buy WHY you do it.” - Simon Synek, Start With Why Capture Your

2 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n

We believe service professionals deserve to focus on

what they love. They don’t love marketing.

We do.

We combine remarkable content and elegant

technology in an inspired marketing suite.

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3 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n

A Word From Craig

I have some very talented children.

My daughter Alison has taught me a ton about personal branding.

A few years ago she started a site called “The Alison Show” (we Faulkners are always humble). She tapped into a market of young hip mothers who want to make their home and life beautiful and exciting.

Alison is a lifestyle blogger. Her site focuses on crafting, baking, designing and event planning. She is like a hipster Martha Stewart.

Alison discovered that by focusing on her brand mission, message and identity her followers not only became more engaged, they were willing to take action whenever invited. Beyond that they were avid advocates online, sharing her material and expanding her reach.

On top of all this, Alison uses an automated marketing system that allows her to focus more on content creation than distribution.

At FMG Suite we use a similar approach that allows our clients that same freedom and helps them achieve maximum success in their practices.

I hope this course and white paper allow you to develop a dynamic brand identity that allows you to grow your business and experience new levels of success.

Thanks, Craig Faulkner

Craig Faulkner, CEO of FMG Suite

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4 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n

Capture Your Brand Identity . . . . . . . . . . . . . . . . . . . . . .6

Purpose Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Unique Value Proposition . . . . . . . . . . . . . . . . . . . . . . . . .12

Features vs Benefits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Create Your Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

The Magic Number . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

Targeted Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

Tags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24

Design your Brand Visuals . . . . . . . . . . . . . . . . . . . . . . . .26

Power of Visuals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Photos and Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32

Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

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5 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C a p t u r e Y o u r I d e n t i t y

CAPTURE YOUR IDENTITY

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6 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C a p t u r e Y o u r I d e n t i t y

“Know thyself.”

– Socrates

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7 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C a p t u r e Y o u r I d e n t i t y

The best thing you can do for your personal brand is to tie everthing back to why you

love your job. Why do you do what you do? Now don’t worry if the question feels a little

intrusive. You can tackle it at whatever level you are comfortable. But trust me, sincere

value branding creates success. Here is one of my favorite mission statements:

‘’People don’t buy WHAT you do. They buy WHY you do it.”

- Simon Synek, Start With Why

Capture Your Brand IdentityClarify What Your Brand is Really About

In his best-selling book, Start With Why, Simon Synek lays out a great plan for discov-

ering your brand identity. He uses a tool he calls The Golden Circle, which is a simple

bullseye with the words Why, How and What on it. His point is that most companies

start on the outside of the circle with ‘What’ and move in. Instead, if you start with the

core reasons why you do what you do, Synek says that you will not only attract new

clients but also inspire your employees and new prospects.

Click here to see a video of Simon talking about The Golden Cirlce.

Watch the Branding Lab Video Here

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The Golden Circle

Before you can determine your benefits you need to understand your customers.

Why?

When you determine why you are in business you have the ability not only

to guide your own branding, but to tie others into your company narrative. Your

enployees, your clients and your prospects will all be inspired by what moves you.

How? Focusing on the unique process of how you deliver on your ‘why’ will give you

a very clear picture of your branding. Think about the technologies, processes,

techniques and proprietary ideas you use to meet your clients’ needs.

What? Finally it is important to think of your offering not just as a menu of items, but

as a list of benefits that your clients are receiving from your service.

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Discover Your Personal Values Worksheet Instructions

• Go through the accompanying list of Values and put a check mark by any of the words you feel express your ideal brand.

• Whittle your list down to 10.

• Identify 3 Values that are most important to you and list them under Key Brand Values.

Brand Value Exercise

Key Brand Values

1.

1.

6.

3.

3.

8.

2.

2.

7.

4. 9.

5. 10.

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Brand Value List

1. Abundance

2. Accessibility

3. Accomplishment

4. Accountability

5. Achievement

6. Adventure

7. Affluence

8. Aggressiveness

9. Ambition

10. Availability

11. Balance

12. Capability

13. Certainty

14. Change

15. Charity

16. Commitment

17. Community

18. Confidence

19. Consistency

20. Creativity

21. Dependability

22. Diversity

23. Drive

24. Education

25. Effectiveness

26. Encouragement

27. Endurance

28. Energy

29. Enthusiasm

30. Excellence

31. Experience

32. Expertise

33. Exploration

34. Family

35. Fidelity

36. Focus

37. Freedom

38. Frugality

39. Guidance

40. Helpfulness

41. Honesty

42. Independence

43. Insightfulness

44. Integrity

45. Loyalty

46. Mindfulness

47. Motivation

48. Optimism

49. Philanthropy

50. Pragmatism

51. Proactivity

52. Professionalism

53. Prosperity

54. Reliability

55. Reputation

56. Resourceful

57. Respect

58. Responsibility

59. Sacrifice

60. Satisfaction

61. Security

62. Self-reliance

63. Service

64. Significance

65. Simplicity

66. Skillfulness

67. Stability

68. Status

69. Strength

70. Structure

71. Success

72. Support

73. Trust

74. Understanding

75. Vision

To see a list of 400 values visit Steve Pavlina’s website

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1 1 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C a p t u r e Y o u r I d e n t i t y

Resonate What do your customers want or need? What causes them pain?

Differentiate How are you uniquely qualified to give them what they want or need?

Substantiate How can you back up your claim that you are their best choice?

Unique Value Proposition (UVP)

Crafting Your UVP

• Think of your UVP as the bridge from your offering to your values. By describing your process you will be inviting people to take part in something exciting that will both help them meet their needs and also make them feel part of a larger tribe.

• By following the instructions below for each of the three values in your Purpose Statement, you will better understand exactly how you are meeting client needs.

Value Proposition Instructions

1. Create a unique value proposition for each of your 3 key brand values.

2. Determine how you resonate by naming your target client and naming their need.

3. Show how you are different by describing the process that you use to deliver this value.

4. Substantiate your claim by describing the benefits that your clients experience after they’ve worked with you.

A Unique Value Proposition is your way to articulate exactly how your brand delivers

on its values. In order for a Unique Value Proposition to be complete it must achieve

three things:

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UVPValue:

Value:

Value:

For the client seeking my brand delivers (client need) (unique feature)

My brand does this by (process, technique)

unlike what’s already out there which (competitor action which is not meeting customer need)

My brand offers which (unique benefit) (success statistic)

For the client seeking my brand delivers (client need) (unique feature)

My brand does this by (process, technique)

unlike what’s already out there which (competitor action which is not meeting customer need)

My brand offers which (unique benefit) (success statistic)

For the client seeking my brand delivers (client need) (unique feature)

My brand does this by (process, technique)

unlike what’s already out there which (competitor action which is not meeting customer need)

My brand offers which (unique benefit) (success statistic)

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Features vs Benefits

Features Benefits

Features

These are the technical classifications of your offerings. They can include a lot of

details and specifics about what you are offering. This is your left brain’s chance to

classify exactly what it is you charge for.

Client Needs

Put yourself in your ideal client’s shoes. What are their needs? What are their

pain points? What tasks do they need to complete in their lives? By listing out

your clients’ needs you will better see how to frame your features.

Benefits

A benefit is a feature and a need combined. It doesn’t speak to the technical

aspects of an offering, but to the emotional results. Benefits have been shown to

be a more effective sales tool time and time again.

Our brains are divided into two hemispheres. The left hemisphere is the logical side.

It is better with facts and figures, numbers and measurements. The right side is the

creative side. It runs on feelings and stories.

When looking at your brand offering, think about both aspects of your brain. Your left

side focuses on the features while your right side is concerned with benefits.

Storage for 1 GB of MP3s

1,000 songs in your pocket

VS

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Benefit Matrix Instructions

1. Create a list of your four main features, being as technical as possible.

2. List four customer needs, pain points or tasks that you feel match up with the corresponding features.

3. Create a benefit for each feature that addresses how a customer feels right after your feature has met their need.

Feature BenefitCustomer Need

(Pain or Gain)

Benefit Matrix Exercise

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1 5 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C a p t u r e Y o u r I d e n t i t y

The Golden Circle

Why do I do what I do? (Purpose Statement)

How do I do what I do? (Unique Value Proposition)

What exactly do I do? (Features vs Benefits)

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Mission Statement Instructions

1. Write your Purpose Statement, UVP and Feature Benefits on the corresponding lines under The Golden Circle.

2. Decide which aspects of your statements are most important to your brand.

3. Craft a mission statement that covers all three points.

My Mission Statement

We believe business owners deserve to focus on what they love. So we combine award-winning content and remarkable technology to create an inspired automated marketing suite

that takes care of their marketing for them.

We love marketing so you don’t have to.

FMG Mission Statement

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1 7 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C r e a t e Y o u r B r a n d M e s s a g e

CREATE YOUR BRAND MESSAGE

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1 8 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C r e a t e Y o u r B r a n d M e s s a g e

“Authenticity is doing what you promise, not

being who you are.”

– Seth Godin, Modern Marketer

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1 9 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C r e a t e Y o u r B r a n d M e s s a g e

When you clarify your brand message you build the foundation for content creation,

as well as establish your position in your market. Your message is the ongoing

communication of your brand promise. By clarifying your expertise you’ll be able to

focus more on your ideal clients and prospects.

The Magic Number: 7 Plus or Minus 2

We suggest creating matters and

tags in groups of 7. There is a reason

for this. This chart represents how

likely a person is to remember a

list of X numbers. As you can see

after 7, the chance drops drastically.

By thinking in groups of 7 you

will find the most logical and

comprehensive breakdown of

your message.

Create Your Brand MessageYour Brand Takes Shape Through Content

Watch the Branding Lab Video Here

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Our content team has converted me to the practice of mind mapping. It is one of the

most effective ways to visually organize ideas that defy the normal list structure.

We’ve been using a site called Mind 42. The maps are simple and easy to create. I want

to invite you to organize the topics most important to you using this tool.

1. Create new map

called “Matters.”

2. Write down every topic you

circled that you think might

be one of your matters.

3. Begin to group similar

topics together. See if some

of the topics begin to

become hubs.

4. Find your 7 most

insteresting topics and

write them down. These

are your matters.

5. Now try to find 7 angles

on each topic. These can be

much more specific. These

are your tags.

Creating Your Matters Mind Map on Mind42

2 0 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C r e a t e Y o u r B r a n d M e s s a g e

Mind Mapping

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Matters and Tags

Spend as long as you need to creating the mind map. Once you’ve decided on a list,

enter the matters and tags in the fields below. If you complete this exercise you will

have a detailed mapping of your entire brand message.

MATTER: 4.

2. 6.

1. 5.

3. 7.

MATTER: 4.

2. 6.

1. 5.

3. 7.

MATTER: 4.

2. 6.

1. 5.

3. 7.

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MATTER: 4.

2. 6.

1. 5.

3. 7.

MATTER: 4.

2. 6.

1. 5.

3. 7.

MATTER: 4.

2. 6.

1. 5.

3. 7.

MATTER: 4.

2. 6.

1. 5.

3. 7.

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2 3 | F M G S u i t e : T h r e e E l e m e n t s o f B r a n d D e s i g n | C r e a t e Y o u r B r a n d M e s s a g e

Key words are the building blocks of your content. The more general the keyword, the

more competition there is for it, There are three levels of keyword specificity.

Key Words

Generic

These are the most common words that people search for when they are

searching for you. These are most likely not the most exciting words and phrases

for you. But they are very important to incorporate into your content. The higher

your generic word count is, the more browsers like Google and Bing will see you

as a legitimate source for these searches.

Broad Match

These are similar to generic terms, with a little more detail. For example if one

of my generic terms was “financial planning”, some broad match terms could be

“financial planning for retirees” or “wealth planning”.

Long Tail This type of keyword takes the longest to pay off, but it pays off the most. Search

terms that are phrased as questions like “How can I find the right financial

advisor” are a good example of this type of keyword.

GENERIC KEYWORD:“Digital Camera”

HIGHCOSTCOMPETITION

LOWCOSTCOMPETITION

HIGH SEARCH VOLUMELOW CONVERSION PROBABILITY

LOW SEARCH VOLUMEHIGH CONVERSION PROBABILITY

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Keywords Exercise Instructions

1. Go to the keyword generator here.

2. Type in a term you think your clients and ideal prospects would search.

3. Copy down keywords. Separate them by generic, broad match and long tail.

GENERIC: 4.

2. 6.

1. 5.

3. 7.

BROAD MATCH: 4.

2. 6.

1. 5.

3. 7.

LONG TAIL 4.

2. 6.

1. 5.

3. 7.

SEARCH TERM:

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DESIGN YOUR BRAND VISUALS

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Every great design begins with an even better story.

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‘’People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software but if we present them in a slipshod manner, they will be

perceived as slipshod. If we present them in a creative, professional manner, we will impute the desired qualities.”

- Apple’s Official Marketing Philosophy (written in 1977)

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By investing in brand based design you will be able to communicate your value

proposition, not only through words, but through the language of visuals. The following

exercises will give you a good start on some of the more important topics you need to

understand.

I know I am not going to turn you into a professional designer in one white paper.

Design is one of those skills that people seem to be born with. But there are some

simple techniques and tricks you can use to dramatically improve your design abili-

ties. Design is crucial to everything you do to communicate your brand. I learned an

interesting word from Apple’s marketing philosophy: Impute.

Design Your Brand VisualsUse Powerful Techniques to Establish Your Brand

Watch the Branding Lab Video Here

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Value Based Imagery

Photo galleries like iStock and Shutterstock are great tools for brand identity creation.

Instead of searching for the tangible subject you want, try putting in one of your value

words and see what comes up. There are several types of visual assets available.

Images Illustrations Vectors Icons

Images Photographs convey real situations and professional branding. Many financial

advisors only use photography for this reason.

Illustrations A good digital illustration can convey complex information very well. Well-chosen

illustrations can make content more inviting.

Vectors

Vectors are line drawings that are able to be blown up to any size without

blurring. They are great if you need multiple sizes of your content.

Icons

Icons are amazing for communicating a clear idea or sectioning out your content.

They can often be downloaded in thematic sets.

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One of the simplest ways to quickly add some structure to your photography is

employing the rule of thirds. Rather than shooting things head on, there are other

spots on a photo that are more engaging for our eyes.

The Rule of Thirds

The rule of thirds gives your photos movement. Imagine if this deer was standing

in the center of the picture, he would seem very still. But the space behind the deer

suggests a number of scenarios for our mind.

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Lighting is incredibly important for photography and video. While many cameras come

with a head on light, a little extra effort in setting up a comprehensive lighting system

can have a huge effect on the quality of your visuals. The simplest light set up is the classic

3 Point Lighting.

Lighting a Shot

Key Light

As the name suggests, this is your main light. It is bright and provides the

majority of your exposure light.

Fill Light

Softer than the keylight, this light should help bring tone and color back

to the picture.

Backlight

A backlight kills heavy shadows and highlights your outline.

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1. Clean the lens

2. Hold down the camera’s shutter to take multiple photos in rapid succession

3. Use the rear-facing camera (the one on the back of your phone) instead of the front-facing camera (the one used for selfies) whenever you can

4. Turn off the flash before taking a photo.

5. Tap on the screen in the camera viewer to change the focus of the photo

6. Use the headphones that came with your iPhone as a remote for taking photos

7. Use a tripod with the afore-mentioned headphones trick to avoid shaky photos (and to nail the perfect selfie)

8. Convert pics to black and white for a more stunning photo

9. Keep your photos simple

10. Shoot from a low angle

11. Show depth in your photos

12. Shoot from the level of your subject

13. Include shadows in your composition

14. Use reflections and shadows to give your pictures complexity

15. Don’t be afraid of silhouettes

16. Add text to your images with the “Over” app

17. Zoom in with your feet (physically moving closer), not with the digital zoom

18. Get rid of clutter

19. Access photo from the lock screen

20. Use your flash in the day

20 Tips for Smartphone Photographers

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Color can be a great way to attract different demographics. For example men and

women react to colors differently. Men are much more attracted to blacks and greys

while women are more likely to respond to purples and blues. Green and red are

universally loved.

Color Emotion Guide

RED Energy, Aggression, Passion

ORANGE Creativity, Pleasure, Enthusiasm

YELLOW Fun, Humor, Logic

GREEN Nature, Balance, Harmony

BLUE Peace, Calmness, Honesty

VIOLET Intuition, Imagination, Flow

NEGATIVE REACTION POSITIVE REACTION

NEGATIVE REACTION POSITIVE REACTION

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Color Palette Exercise

A color palette can be one of your most powerful design tools. It especially helps if you

are collaborating with a designer to help them capture your vision for your brand.

Follow the instructions below to create your very own color palette.

Color Palette Instructions

1. Find an image that represents one or two of your value words and that also has your ideal color(s)

2. Upload the picture to http://color.adobe.com

3. Pick a mood from the drop down menu

4. Download the palette if you are a member or just take a screenshot of the results

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Most non-designers don’t give much thought to fonts, but they can communicate more

than you would think. Choosing the right font for the right task goes a long way toward

communicating your brand voice.

Look at this chart of fonts and decide which would be best to communicate your insights:

Serif Easy to read, novel and newspaper type. Great for getting across a lot of information.

Sans Serif More modern, less formal, good for short bursts of text or big headlines.

Script Designed to look like handwriting, they actually do make a reader feel like they are being spoken to directly. Hard to read over too much space.

Display Save these for the big statements. Used as big titles, cover art, posters etc.

Novelty Save for the less serious occasions like holidays, parties and birthday messages.

Dingbats Good for interesting text symbols.

Fonts

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SYMBOL OR ICON This type of logo represents the company in a simple

but bold manner. In most cases, the image is abstract

and stylized to give visual interest.

WORD MARK

These are uniquely styled text logos that spell out

the company or brand name. Many times, custom

fonts are created specifically for brands to use across

all their marketing and branding collateral. Some

examples include Facebook, Disney and Sony.

LETTERMARK Lettermarks are exclusively typographic. They use a

symbol representing the company through the use

of its initials or the brands first letter.

COMBINATION MARK

These logos combine a wordmark and a symbol

or icon to give the flexibility for the use of either

or both elements across a variety of applications.

EMBLEM

An emblem logo encases the company name within

the design. Some examples include Starbucks, the

NFL and Harley-Davidson Motorcycles.

Chances are you already have a logo. But if you are looking to shake up your brand,

a logo redesign can be a very achievable first step. Consider the style of logo that

best suits your company:

Logo Types

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33% use blue

29% use red

28% use black or gray scale

13% use yellow or gold

95% use only one or two colors

41% use text only

9% don’t feature the company name at all

5% use more than two colors

Logo Fundamentals

Logos

Convey Information Your logo should communicate your brand values..

Industry Appropriate

For financial advisors we suggest you stay away from comic sans.

Leads to ROI It is hard to completely capture the ROI of something like a logo, but it can be done.

Future Proof

Imagine 20 years from now you find this logo on a business card in the closet.

Will it still reresent your business?

Designed for Target Market

Think about your ideal leads and clients. What would catch their interest?

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Making The Most of Your Logo

• Website

• Business cards

• Facebook Business page

• Packaging

• Thank you cards

• CDs or flash drives

• Marketing materials

• Favicons

• Invoices

• Watermark on your images

• Pinterest profile

• Smartphone case

• Return address labels/stamps

• T-shirts

• Gifts you give your clients

• All social media profiles

• Mugs

• Refrigerator magnets

• Ballpoint pens

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Create Your Logo

What core values do I want my logo to be most closely linked with?

What type of logo (symbol, wordmark etc.) will I use? Why?

What colors, shapes, symbols will I use?

Where can I use my logo to establish my brand?

Sketch a couple of ideas of what your logo should look like

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