Building Your Brand

Does your product have a distinct identity? Branding is key to launching a new product in today’s marketplace. Branding is a combination of name, logo, descriptive copy, and imagery that will set you apart from your competition.

Visual consistency is key! You will need to create a very consistent image that is reflected in all aspects of your advertising, marketing, PR, signage, package design and media.

	Name
	Logo
	Collateral Materials
	Additional Marketing Services

Name

Choose a name that is specific to the business and/or product, one that is easily pronounced and remembered.
Keep the name to three words or less, anything longer is too difficult to recall
Use a focus group to test the reaction to your name – potential customers should know who you are and what you are selling immediately

Indigo
Boutique Ciao Bella
Mira (a star)
Fixx
Aeon (eternity)
Vita (Lat.-life)
Vivido (Sp.-to live)
Evolve
Excel
Envy

Eon
Emerge
BareSKN
1ne
2SKN
SKN+
BodyScience
Shine
Glo

Mira
Face+
Silk
Self
Bliss
Q NY
ViVi (Ital.-to live) vee-vee
3Graces (Greek goddesses)

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Logo

A logomark serves as a memorable image that best depicts your business. Think of the Nike swoosh, or the Quaker Oats man; both are great examples of logo marks.
A logotype is the name of your business written in a specific font. The font used should reflect the brand image that you are trying to establish. Coca Cola and Disney are perfect representations of logotypes that are easily identifiable.
Your logo is part of your brand and should be used on every piece of correspondence, signage, and advertising related to your business/product.

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Collateral Materials

Product Labels and Literature
Your company needs literature that "sells" your product in a well thought-out manner. This category includes product labels, brochures, newsletters, product literature, posters and or signs, website, etc. - basically any piece of communication that is part of your overall marketing strategy.
Again, consistency is key! Resist the urge to create your own materials. Appearance is reality, you have to look as professional as you are. All images, content and interactive materials should depict the same brand identity as your logo.
Each piece should have a rationale, audience description and outline before it is created.
As your company evolves (new products, markets, etc.) your materials should too. Materials that are outdated grow less useful for the consumer.