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6 - Brand Identity

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									6. Brand Identity



     You’ve	
  taken	
  care	
  of	
  the	
  technical	
  details,	
  from	
  
     financials	
  to	
  filing,	
  it’s	
  8me	
  to	
  give	
  your	
  company	
  
     some	
  personality	
  and	
  presence.


     If	
  you	
  haven’t	
  already,	
  it’s	
  8me	
  to	
  come	
  up	
  with	
  a	
  
     business	
  name	
  and	
  logo,	
  and	
  register	
  them	
  
     properly.


     I’ll	
  discuss	
  simple	
  tools	
  for	
  crea8ng	
  a	
  professional	
  
     business	
  presence,	
  including	
  a	
  company	
  phone	
  
     number	
  and	
  affordable	
  business	
  cards.	
  


     You’ll	
  also	
  learn	
  how	
  to	
  start	
  
     carving	
  out	
  an	
  online	
  
     presence;	
  website,	
  social	
  
     media	
  and	
  emailing	
  
     op8ons.	
  Let’s	
  dive	
  in!
Names and Logos

The	
  first	
  step	
  in	
  coming	
  up	
  with	
  a	
  corporate	
  presence	
  is	
  crea8ng	
  and	
  
registering	
  your	
  name	
  and	
  logo.	
  Here	
  are	
  some	
  important	
  steps	
  to	
  lay	
  
the	
  groundwork.




Come	
  Up	
  With	
  a	
  Name




                                                                                                               Chapter 7: Brand Identity
 • Come	
  up	
  with	
  a	
  business	
  name	
  that’s	
  meaningful	
  to	
  you.
 • If	
  you’re	
  having	
  trouble,	
  consider	
  a	
  8tle	
  that	
  in	
  some	
  way	
  describes	
  
   your	
  product,	
  or	
  is	
  based	
  off	
  your	
  own	
  name.	
  
 • Make	
  sure	
  it’s	
  something	
  that	
  people	
  will	
  remember,	
  without	
  
   being	
  too	
  confusing	
  or	
  difficult	
  to	
  pronounce.




Check	
  if	
  Your	
  Business	
  Name	
  is	
  Taken

 • In	
  Chapter	
  4,	
  I	
  men8oned	
  Trademarkia	
  is	
  a	
  great	
  tool	
  to	
  check	
  
   whether	
  or	
  not	
  a	
  business	
  name	
  or	
  domain	
  has	
  been	
  taken.

 • If	
  you	
  find	
  a	
  business	
  with	
  the	
  same	
  name	
  but	
  in	
  a	
  completely	
  
   different	
  market,	
  you	
  might	
  be	
  alright.	
  Check	
  with	
  a	
  lawyer	
  to	
  be	
  
   sure.
Register	
  Your	
  Domain

 • Whether	
  or	
  not	
  you’re	
  ready	
  to	
  built	
  out	
  your	
  website,	
  you	
  should	
  
   register	
  the	
  domain	
  that	
  matches	
  your	
  company	
  name.

 • Easily	
  register	
  a	
  domain	
  on	
  GoDaddy	
  for	
  about	
  $10.




Create	
  Social	
  Media	
  Accounts

 • Register	
  for	
  any	
  social	
  media	
  accounts	
  you	
  might	
  u8lize	
  now	
  or	
  in	
  the	
  




                                                                                                                   Chapter 7: Brand Identity
   future,	
  just	
  to	
  save	
  those	
  names.

 • Poten8al	
  social	
  media	
  sites	
  include	
  Facebook,	
  TwiZer,	
  LinkedIn,	
  
   Youtube	
  and	
  Pinterest



Design	
  a	
  Logo

 • You	
  may	
  choose	
  to	
  
   design	
  your	
  logo	
  
   yourself,	
  or	
  have	
  it	
                   Quick Tip
   custom	
  created	
  by	
  a	
                    My favorite option for getting a
   designer                                          logo designed is 99designs,
 • Get	
  your	
  logo	
                             which provides a variety of
   trademarked	
  through	
                          options at a cost effective price.
   the	
  USPTO	
  website.
Physical Collateral & Phones

Professional	
  physical	
  collateral	
  and	
  solid	
  phone	
  system	
  will	
  help	
  bring	
  
legi8macy	
  to	
  your	
  business	
  communica8ons.	
  Here	
  are	
  my	
  sugges8ons	
  
for	
  the	
  top	
  services	
  and	
  items	
  to	
  consider:	
  




  Physical Collateral                                      Phone System




                                                                                                                     Chapter 7: Brand Identity
   Customized	
  physical	
  collateral	
                   If	
  you’re	
  looking	
  to	
  get	
  a	
  phone	
  
   you	
  may	
  want	
  to	
  purchase:                    system	
  set	
  up	
  quickly,	
  you	
  have	
  
                                                            a	
  variety	
  of	
  choices	
  that	
  will:
      • Business	
  Cards	
  
                                                                • Provide	
  you	
  with	
  an	
  1-­‐800	
  
      • Sta8onary	
  (LeZerheads)                                 number
      • Brochures                                               • Let	
  you	
  record	
  a	
  gree8ng	
  
      • Invoices                                                • Allow	
  you	
  set	
  up	
  mul8ple	
  
      • Fax	
  Cover	
  Sheets                                    mailboxes




   Tool:                                                   Tools:

      • 	
  Vistaprint                                       • Google	
  Voice
                                                                                             • Onebox
                                                             • Ring	
  Central
Websites, Email & Social Media

 Once	
  you’ve	
  printed	
  business	
  cards	
  and	
  staked	
  your	
  claim	
  with	
  domains	
  
 and	
  social	
  media	
  accounts,	
  it’s	
  8me	
  to	
  actually	
  get	
  a	
  website	
  built	
  out	
  
 and	
  an	
  email	
  campaign	
  system	
  going.	
  These	
  are	
  invaluable	
  tools	
  for	
  
 establishing	
  your	
  online	
  presence:




    Website Creators




                                                                                                                    Chapter 7: Brand Identity
     In	
  many	
  cases	
  you	
  don’t	
  
     need	
  to	
  hire	
  a	
  developer	
  to	
  
     create	
  your	
  first	
  website,	
  
     especially	
  if	
  your	
  business	
  
     isn’t	
  run	
  primarily	
  online.	
  
     There	
  are	
  great	
  services	
  
     that	
  allow	
  you	
  to	
  you	
  build	
  
     a	
  nice	
  website	
  very	
  quickly	
  
     and	
  easily:
                                                                     Stock Photos

          • Weebly                                                    You	
  will	
  probably	
  need	
  
          • Wix                                                       images	
  to	
  populate	
  your	
  
                                                                      website.	
  This	
  stock	
  photo	
  
          • Site	
  Kreator                                           site	
  allows	
  you	
  to	
  pay	
  a	
  
          • WordPress                                                 flat	
  fee	
  per	
  image:

          • Intuit                                                       • iStockPhoto
Email Services                              E-Commerce Store

                                            This	
  is	
  my	
  favorite	
  tool	
  to	
  
 As	
  your	
  business	
  grows,	
  
                                            set	
  up	
  an	
  e-­‐commerce	
  
 it’s	
  important	
  that	
  you	
  
                                            store	
  quickly:
 have	
  an	
  easy	
  way	
  to	
  
 maintain	
  and	
  manage	
  
 your	
  email	
                               • Shopify
 communica8ons	
  and	
  lists:


  • Mail	
  Chimp
  • Constant	
  Contact
                                            Quick Tip




                                                                                             Chapter 7: Brand Identity
  • SendGrid

                                             Nothing will happen by
                                             simply creating a social
                                             media account. If you
                                             are active on social
Payment Processing                           media, however, it can
                                             become a great tool for
  If	
  you	
  prefer	
  to	
  handle	
      communicating and
  payments	
  and	
  shipping	
              connecting with
  yourself,	
  these	
  are	
  
                                             customers, and gaining
  popular	
  credit	
  card	
  
  processing	
  services:                    referral traffic. To learn
                                             more about how to
      • PayPal                               grow your presence
                                             check out this Social
      • Google	
  Checkout                   Media Course.
Resources Recap
• 	
  Names	
  and	
  Logos
       • 	
  Check	
  business	
  name:	
  Trademarkia
   •	
  Register	
  your	
  domain:	
  GoDaddy
   • 	
  Design	
  a	
  Logo:	
  Design	
  Course
   • 	
  Register	
  your	
  trademark:	
  USPTO	
  Office	
  
   • Hire	
  a	
  designer	
  99designs




                                                                                        Chapter 7: Brand Identity
• 	
  Physical	
  Collateral	
  &	
  Phones
   • Business	
  cards	
  and	
  physical	
  collateral:	
  Vistaprint
   • Phone	
  Systems:	
  Google	
  Voice	
  ,	
  Ring	
  Central,	
  Onebox


• 	
  Websites	
  &	
  Email
   • Site	
  creators:	
  Weebly,	
  Wix,	
  Site	
  Kreator,	
  WordPress,	
  Intuit
   • Stock	
  photos:	
  iStockPhoto
   • Email	
  Services:	
  Mail	
  Chimp,	
  Constant	
  Contact,	
  SendGrid
   • E-­‐commerce	
  solu8on:	
  Shopify
   • Payment	
  Processing:	
  PayPal,	
  Google	
  Checkout
   • Social	
  Media	
  Course

								
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