You have a great idea, product or service, but how do you stand out from the competition? What makes you memorable? What will make your ideal client think of YOU the next time they need your solutions? At any business level, your success begins with branding. No, this isn’t about branding irons and a hot fire; it’s about your logo and tagline. These critical identifiers are your key to touch point recognition and communication. Wherever you go—online or offline—your brand should make its mental mark. Discover what makes a powerful brand and how to apply yours to your touch points. We’ll also test your knowledge with ‘name that brand’.

1. Kristen Reed-
Kris the Scribbler
KrisTheScribbler@gmail.com
www.kristhescribbler.com
314.856.5747
Don't fight it. Let me write it!
Mellow Graphic Services
Joyce.Mellow@att.net
joycemellow.businesscatalyst.com
314.630.2188
Mellow 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?

2.  What question(s) do you answer?
 BONUS: how do you differ from your competitors?
Branding is more than logo & tagline
It taps into an emotion
To move, inspire and connect your brilliance to your people
It guides business decisions and helps you figure out the best way forward.
Your brand helps you stand out to show off your creative genius
Infuse 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 product
Tagline 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?
Recognized 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 place
Research your competition
 Discover their Similarities and differences
 What do you like and what don’t you like
Who is your Audience; recognize your demographics
What makes you their best choice?
What’s In a Name? (Man with muscle man shadow slide 5)
Make it personal
Show your moxy
The 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

3.  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)
Bland
Wordy
Negative (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 Deeper
Eliminate 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 are
Creating An Emotional Appeal and Attachment
Unique
Repetition
Consistent
Memorable
Meaningful

4. Clear
Honest
Personal
Professional
Choose the appropriate font style to represent you! (Font cloud Slide 15)
There are thousands of fonts to choose from
Construction companies might choose a bolder font in all caps
A salon might choose a Script or delicate italics; Using caps and lower case
A 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 colors
There 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)
Photography
Photo 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 cause
Let’s take a look at some notable brands
Notice how the brands use Fonts, colors and Icons to establish their personal “look or style
All great brands are built and support their cause
You recognize many of these brands
McDonalds (Golden Arches Slide 21)
Very recognizable
Initial turned into logo
Although 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 globe
If you want to search for a corporate font at reproduction quality

5. Check out Brands of The World.com
Starbucks (Starbucks mermaid symbolSlide 24)
Recognized by the symbol alone
The 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 energy
Today GE brings good things to life
Another great example of creating An Identity (UPS Logo Slide 26)
Began as United Postal Service North America
AKA UPS
Repetition
Consistent
Memorable
Meaningful
Clear
Honest
Personal
Professional
Pringles (Chip Logo Slide 27)
Beautiful use of integrating
A caricature and font
The potato chip head becomes a gentleman
Accompanied by his Pringles Suit
Creating An Identity (NB Logo Slide 28)
New Balance
Feel the emotion and energy in the font
Memorable
Meaningful Clear
Honest
Personal
Professional
Defining The Brand (Gears Slide 29)
This is you spin of the business
Company’s Mission
Benefits & Features
Qualities
How you are seen?

6. 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 sale10+ and why it’s important to have your logo and tagline
CONSISTENTLY attached to allcover your bases consistently and thoroughly.
*build a relationship AND increase touch points!
Differentiation (Yellow Umbrella Slide 31)
Set your business apart from the competition
Gives Personality
Compelling
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 ColorSlide 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 LogoSlide 37)
Tiffany & Co
Known By Letters (American Airlines Slide 38)
AA
Known By Letters (AA Logo Slide 39)

7. 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 logoSlide 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 Jewelers
Every 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

8. 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 Yourself
Follow the lead of the most successful companies in the world