Kristen Reed-

Kris the ScribblerKrisTheScribbler@gmail.com www.kristhescribbler.com 314.856.5747Don't fight it. Let me write it!

Mellow Graphic ServicesJoyce.Mellow@att.net joycemellow.businesscatalyst.com314.630.2188Mellow graphics for memorable design

Introductions

Kristen Edens, owner of Kris the Scribbler, provides copywriting, content and editing services for business. The demand for quality content is often an overwhelming task for business owners, but Kristen takes the pain and mystery out of the process. She works with business owners to identify their target markets and the pain-points of their audience then writes the copy needed for top results. If you struggle with content catastrophes and editorial exasperation, Don’t fight it. Let me write it!

Joyce Mellow is the visual master you want for a memorable brand. She’ll tap into your natural talent and essence of your business to create powerful branding and visual communication that is uniquely you. Whether you are an entrepreneur just getting your product, service or idea out to the public, or an experienced business owner, Joyce is the expert to call on to build your brand or give it new life. Mellow Graphics for Memorable Designs

Intro Slide

Branding Balancing Art (elephant slide 1)Brand = visual (logo) + verbal (tagline)Tagline communicates the top feature, benefit or unique selling point of your business.So—how do you do this with <8 words?Answer: you must have a deep-down, no-question understanding of who you are—and what you offer:

What problem do you solve?

What question(s) do you answer? BONUS: how do you differ from your competitors?

Branding is more than logo & taglineIt taps into an emotion To move, inspire and connect your brilliance to your peopleIt guides business decisions and helps you figure out the best way forward.Your brand helps you stand out to show off your creative geniusInfuse every part of your business with your distinct personality.

Brand = visual (logo) + communication (tagline) (elephant slide 2)Logo is an instant recognition for your business, service or productTagline communicates the top feature, benefit or unique selling point of your business.

Why? (runner slide 3)Why did you start your business?What motivates you?Why are you working on it?What have you accomplished?Why is it important?Why should we care?

What is your why? What motivates you, the business owner, to do what you do? èRecognized a need, solving a problem.How does your audience benefit from what you do?

Strategy Visual and Verbal (chess piece slide 4)A strong BRAND gives you Strategic Clarity Finding where you are in the market placeResearch your competition

Discover their Similarities and differences What do you like and what don’t you like

Who is your Audience; recognize your demographicsWhat makes you their best choice?

What’s In a Name? (Man with muscle man shadow slide 5)Make it personalShow your moxyThe bolder you are, the more you show up as someone to follow.When you deliver not just the goods, but your core values, you inspire trust.Create a tagline that delivers:

COMPETENCE CONFIDENCE SOLUTIONS

ABILITIES

What’s this about a tagline? (Man with muscle man shadow slide 6)Top Tips for Your Tagline:

Short & sweet—not sappy or silly Memorable Defines your business/brand Identifies a solution Character & personality

What a tagline is not: (Man with muscle man #2 Slide 7)Silly (humor vs silly)BlandWordyNegative (toward competitors)Offensive—beware of regional & societal mores (some logos would be offensive to a Utah crowd)

Tagline Samples (Concrete Truck Slide 8)We Can Make It Hard For You

Tagline Samples (Royal Flush Slide 9)Your Shit is My Bread and Butter

Tagline Samples (Sofa King Slide 10)Our Prices are Sofa King Low

Tagline Samples (Meat In Your Mouth Slide 11)Our Meat Belongs In Your Mouth

Tagline Samples (Balfurd Cleaners Slide 12)Drop Your Pants Here And You Will Receive Prompt Attention

Tagline Samples (Budget Burials Cheaper and Deeper Slide 13)Budget Burials Cheaper and DeeperEliminate punctuation in Headlines and Taglines

Creating A visual Identity (Canvas on easel Slide 14)You begin with a BLANK canvas.You are creating a look as individual and unique as you areCreating An Emotional Appeal and AttachmentUnique Repetition Consistent Memorable Meaningful

Clear Honest Personal Professional

Choose the appropriate font style to represent you! (Font cloud Slide 15)There are thousands of fonts to choose fromConstruction companies might choose a bolder font in all capsA salon might choose a Script or delicate italics; Using caps and lower caseA business focused on children’s products might gravitate to all lower case type

Color me beautiful (Splattered Paint Slide 16)Brands are represented by specific colorsThere are endless colors to choose A lawn service would choose “green”A biker shop might consider “black”Young Girls clothing shop pink and purple

Graphic Detail (Photography Slide 17)PhotographyPhoto technique

Symbol or Icon or illustration (Iconology Slide 18)

OR Icon (Icons Slide 19)

Collection of notable brands (Logos Slide 20)All great brands are built to support their causeLet’s take a look at some notable brandsNotice how the brands use Fonts, colors and Icons to establish their personal “look or styleAll great brands are built and support their causeYou recognize many of these brands

McDonalds (Golden Arches Slide 21)Very recognizableInitial turned into logoAlthough we no longer physically see the golden arches at each location … you know who this logo belongs to.

Disney (Disney Font Slide 22)Created their own font

Brands of the World (Brands Logo Slide 23)Basic font used with an Icon of the globeIf you want to search for a corporate font at reproduction quality

Check out Brands of The World.com

Starbucks (Starbucks mermaid symbol Slide 24)Recognized by the symbol aloneThe name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders.The symbol from the front of a ship

Began as a General Electric light company (GE Logo Slide 25)Symbol of energyToday GE brings good things to life

Another great example of creating An Identity (UPS Logo Slide 26)Began as United Postal Service North AmericaAKA UPSRepetition Consistent Memorable Meaningful Clear Honest Personal Professional

Pringles (Chip Logo Slide 27)Beautiful use of integratingA caricature and fontThe potato chip head becomes a gentlemanAccompanied by his Pringles SuitCreating An Identity (NB Logo Slide 28)New BalanceFeel the emotion and energy in the fontMemorable Meaningful Clear Honest Personal Professional

Defining The Brand (Gears Slide 29)This is you spin of the businessCompany’s MissionBenefits & FeaturesQualitiesHow you are seen?

Touch points (Word Cloud Slide 30)Q: When does a company NOT share their brand?A: NEVER!Company brands are EVERYWHERE! Yours should be, too!

E-newsletter Direct mail/send out cards, etc Blogging Skype/phone calls Social media Speaking/presentations Personal meetings

Events Webinars White papers Text messaging E-signatures & bylines Business cards

The # of touches that results in a saleà10+ and why it’s important to have your logo and tagline CONSISTENTLY attached to allàcover your bases consistently and thoroughly.*build a relationship AND increase touch points!

Differentiation (Yellow Umbrella Slide 31)Set your business apart from the competitionGives PersonalityCompelling

Lego (Lego Logo Slide 32)Most recognized brand in the world

Brands Known by Symbol alone (Title Slide 33)

Apple (Apple Logo Slide 34)The most expensive brand$365 billion

Known by color (Splattered Color Slide 35)Some brands are know by their color

Known by color (TEAL Tiffany Color Slide 36)Some brands are know by their color

Known by color (Tiffany Logo Slide 37)Tiffany & Co

Known By Letters (American Airlines Slide 38)AA

Known By Letters (AA Logo Slide 39)

American Airlines

American Airlines (AA logo, symbol and tagline Slide 40)Letters, Name, Tagline

Known by Symbol (Levi symbol Slide 41)Levi symbol Known by Symbol (Levi logo Slide 42)Levi Logo

Known by Letters (Channel Font CC Slide 43)Channel

Known by Letters (Channel Logo Slide 44)Channel Logo

Known by Letters (Gucci GC letters Slide 45)Gucci

Known by Letters (Gucci Logo Slide 46)Gucci Logo

Known by color RED (Red STL Color Slide 47)Some brands are know by their color

Known by color RED (Cards Logo Slide 48)STL Cardinals

Known by color RED (Phillies Logo Slide 49)Phillies

Known by Taglines (KAY tagline Slide 50)Kay JewelersEvery Kiss begins with Kay

Known by Taglines (KAY logo Slide 51)Kay Jewelers logo and tagline

Known by Taglines (Yellow Pages Tagline Slide 52)Let Your Fingers do the Walking

Known by Taglines (Yellow Pages Logo Slide 53)Yellow Pages logo and tagline

Known by Taglines (Wells Fargo Tag Slide 54)Wells Fargo We’ll Go Far

Known by Taglines (Wells Fargo Logo Slide 55)Wells Fargo logo and tagline

Known by Taglines (Walmart Tag Slide 56)Walmart Save Money Live Better

Known by Taglines (Walmart logo Slide 57)Walmart logo and tagline

Known by Taglines (Lay’s Tag Slide 58)Lay’s Potato Chips Betcha Can’t Eat Just One

Known by Taglines (Lay’s Tag Slide 59)Lay’s Potato Chips logo and tagline

Start Button (Button in green Slide 60)Start Now Brand YourselfFollow the lead of the most successful companies in the world