Week 6: Visioning | Branding | Logo | Tagline


6A: Visioning for Success 

The vision we have for our business is often something floating around at the back of our minds and this session will help you to clarify this picture so we know where you are headed. Stephen Covey in the ‘The Seven Habits of Highly Effective People’ states, “begin with the end in mind”, and this is what this session will help you to achieve.

Where you want your business to end up will impact on how you decide to run it over the next 10 years, 5 years or even over the next 90 days so spend some time completing this session.

In the second part of the session you are asked to consider your personal and business values. As a small business owner I would argue that the values you hold personally will be those reflected in your business. Our values are often something that we are not consciously aware of, but by spending some time to evaluate these, and then prioritize them, they provide us with a benchmark to decide whether any course of action is the right one, or wrong one, for ourselves and therefore our business. You will find that any decision and course of action you consider will either honor your values, or not and having a list of these can be a great tool in making those difficult decisions.

Using your vision and values you can then come up with a mission statement for your business, to let others working with you (either staff or clients) know how this will be reflected in the way you operate your business.

Taking a further step, this leads us to the area of your brand and how this is reflected throughout your business. Completing the questionnaire below will help you start to think though some of these foundations for your business.

Don’t worry if your answers to any of the questions is ‘I don’t know’. The questions are designed to get you thinking, mull them over, and come back to this session again and again to develop your thoughts.

Remember your book is the “calling card.”  It can open doors to many opportunities for you!

Here is the Remarkable PDF on 55 Time Tested Information Products and Programs

[contactform email=”becky@instantcustomerconnections.com” subject=”Lesson 6A Questions Completed” success=”Thank you for completing the questions.” captcha=”true”]

[name label=”Name First and Last” required=”true”]

[email label=”Email” required=”true”]

[textarea label=”1. What is the vision you have for your business? It might help to think where you would like your business to be in eg. 10 years time. What does it look, feel and sound like?”]

[textarea label=”2. What does success mean to you? What are your criteria for success?”]

[textarea label=”3. Are you planning on starting a business based around the content of your book?  Do you already have a business built?”]

[textarea label=”4. What are you looking to achieve with your business? Here we are looking for the values that are really important to you. Common examples might be autonomy, honesty, financial security, sense of achievement….choose the words that feel the most relevant to you. “]

[textarea label=”5. Can you bring all of this into a mission statement for your business? “]

[textarea label=”6. In what ways does your brand represent your vision, values and mission outlined above? “]

[submit value=”Questions Completed”]


Click to Download the Questions to Your Files.

(We will also send your responses via email upon our receiving them)

6B Branding

Here is often where the fun begins.  Dreaming up and brainstorming your logo, your book cover design, the design and feel of your website is when it begins to feel real.  Defining your brand is like a journey of business self discovery.  It requires that you ask these questions:

  • What is your company’s mission?
  • What are the benefits and features of your products and services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Do your research.  Learn the needs, the habits and desires of your prospective clients.

Branding is one of the most important aspects of any business…large or small, retail or business to business.

Your brand is your promise to your customer.  It tells them what they can expect from your products and services and it differentiates your company from competitors.  Your brand is a reflection of who you are, who you want to be and who people perceive you to be.

Developing brand recognition is a tool you can use to increase customer awareness.  This takes time and careful planning. We suggest that you have fun with this and employ cost effective resources to come up with your perfect brand.  Your website, packaging, promotional materials, book cover and more should integrate your logo so that you can communicate your brand.

We do have someone we use for our graphics, if you wish to employ her services, let us know. Desert Starr Designs.

However, we have also used www.fiverr.com.  Fiverr has people from the U.S. and all over the world that charge $5.00 for any project you need done.  These projects include voice overs, video editing, actually the sky is the limit on the services offered.  We encourage you to check them out.  We have seen some pretty cool logos and book covers designed by Fiverr people. In this case, you could pick 3 or 4 of them, explain your vision and see what they come up with.  Many times you will come up with a winner.

Whether you have an established company or are using your book to launch a business, you will be creating this for recognition.  Your company could be the next icon for your particular product or service.  When you have a cut, you reach for the Band Aid® even if the bandage may be made by a different company. Think Apple computer, Dove Soap, Coca Cola.  Think Jell-o®, those cool fruity gelatin desserts we grew up with.

Look around you and notice the many brands around you.  What makes them so popular? What will the identifier, the icon be for your business?

Identify Target Market

What type of customers are you trying to attract?  The success of your company’s branding efforts will rely on the customers you want to attract.  Trendy graphics and hip hop music may attract the younger consumer, but this type of advertising might turn off the mature customers.  Cater to the interests of your potential clients.


Once you have defined your brand, it is time to get the word out.  Here are some time tested tips:

  1. Get a great logo and place it everywhere. Choose simple color choices and an easy to read font for your company logo.  Choosing a graphic that says something about your business helps in creating your unique brand name.  A good example of an effective logo is the swirled red, white and blue Pepsi® circle.  The simple logo dominates the cans and bottles it is printed on and the only reading required is to determine if it is regular, flavored, diet or caffeine free
  2. Write down your brand messaging:  What are the key messages you want to communicate about your brand?
  3. Integrate your brand:  Branding extends to every aspect of your business…including how you answer the phone to the signature you use for your email address.
  4. Develop your tagline:  Write a memorable, meaningful and concise statement that captures the essence of your brand. “You deserve a break today” is not heard as often as it used to be but most people still remember that catchy jingle.  That saying became popular before there were fast food restaurants on every corner.  It was a treat for a woman to pick up dinner at McDonalds® and not have to cook.  What does your company offer that can help the consumer?  Your tag line should be short, easy to remember and send a message to your customer.
  5. Design templates for your marketing materials that use the same color scheme, logo placement, as well as look and feel and use it consistently.
  6. Always be true to your brand…delivering what you promise.
  7. Always be consistent.

Branding it the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.  Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Read more: http://www.businessdictionary.com/definition/branding.html#ixzz3cC9ZRCVB

[contactform email=”becky@instantcustomerconnections.com” subject=”Lesson 6B Questions Completed” success=”Thank you for completing the questions.” captcha=”true”]
[name label=”Name First and Last” required=”true”]
[email label=”Email” required=”true”]

[textarea label=”1. What is the mission and vision for your book?”]

[textarea label=”2. What are the benefits and features of your book?”]

[textarea label=”3. Have you begun to put together a product or service that will be an upsell from your book?  What will you be offering?”]

[textarea label=”4. If you have a business already, what to your clients and prospects think, feel and say about your product or services?If you do not have a business yet, what do you visualize your clients and prospects thinking, feeling and saying about your product or services?”]

[textarea label=”5. What qualities do you want associated with your business?”]

[textarea label=”6. Have you designed a logo yet?  If so, please be prepared to share it with the group.  If not, what is your vision of it?  Do you need help with the design?”]

[textarea label=”7. Where will the logo be displayed?  Why is the logo so important?”]

[submit value=”Questions Completed”]

Click Here to Download the Questions Above for Your Records

6C Logo…coming soon

6D Tagline

Belonging to a business networking group can give you a good amount of exposure for your business. There are many different kinds of networking groups, some can turn out to be simply social gathering places and others are very serious about your commitment to the group.  Giving good referrals is held as important, taking time to get to know members is vital.  I belong to my local chapter of Business Networking International and have been able to grow my business quite well with this group as my resource.

Each week we are given 45 seconds to give our “commercial.”  A commercial tells a bit about who you are, what you do and what a good referral is for you.

Here are some samples:

“Let the Spa Come to You”  Healing Dragon Mobile Massage

“If water runs through it we can do it.”  BK Plumbing

“Quit managing your business from a shoe box.”  Time and Money Services

“Think Pink for the Green Solution to What’s Bugging You.”  Pink Mantis Eco Pest Control

“A Healthy Spine is a Happy Spine”  Healthy Spines Chiropractic

“Have Tools Will Travel”  Westside Handyman Services

“You Shouldn’t Have to Feel Alone”  Pinnacle Capital Mortgage

“It’s Not a House, It’s a Lifestyle”  Long Realty

“Change Your Water, Change Your Life”  Enagic

“Discover, Explore, Journey On”  IG Travel

“Seeing Insurance in a Whole New Light”  Liberty Mutual Insurance

“More Than Just a Shoe Store”  Foot Solutions

“Cleaning the Way Mother Nature Cleans”  Oxi Fresh Carpet Cleaning

“We are the Key to Your Comfort”  Cluff Mechanical Heating and Air Conditioning

“It’s Not a Diet…It’s a Living”  Take Shape for Life

“Raising the Expectation of What a Bank Can Be”  Comerica Bank

“The Right People, The Right Way”  DHI Title Agency

“Why Move When You Can Improve!”  CTR Construction

“Bringing Customers a Reach Away”  Reach Local

“Worry Less, Live More”  Legal Shield

“Putting Integrity Into Taxes”  Rise and Shine Services