SOUL BEATThe name of my company is “Soul Beat.” I chose the name SoulBeat because it takes more than just physical strength, ability, and talent to make it somewhere in my company. The arts require the “soul” as well. That’s hard work and dedication.
The only concern I have with my company’s name is thatcustomers and/or potential clients may be confused by the word “BEAT” and assume that it means music, when in all actuality, my studio will focus on dance, music, and ﬁtness.
My brand name falls under the category “descriptive.” Descriptive marks literally describethe product or some characteristic of the product.The word “Soul” may not describe my company to customers, but “Beat” deﬁnitely speaks for itself. Beat is incorporated with both dance and music.
My logo is effective because it is uniquely designed and itincorporates the purpose of my company, giving customers a clear idea and understanding as to what they can expect.
My logo reﬂects my unique brand in that some of the lettersare actual symbols. The “O” in souls is a record, the “U” in soul is a ballet shoe, and the “B” in beats is a half note.
Planet Fitness is a ﬁtness center that specializes in weight management, health, and ﬁtness. At most locations, they haverooms where you are allowed to be personally trained, or you can rent out the space for practice or to dance. That is not advertised in their logo, however.
Burger King’s logo deﬁnitely conveys their message well. They are a fast food restaurant that specializes in selling goodburgers. Their logo has the word burger in it, as well as a picture of a burger.
My company’s main values and beliefs are as follows: topromote awareness of the arts through strong leadership, active duty in the community, and good services. My company willfocus on promoting not one, but three activities at once: dance, music, and ﬁtness. I believe that if it is made convenient forindividuals to try out more than one thing in a day, then maybe they’ll tap into their creative side and try new things.
Objectives will be carried out by daily, weekly, and monthlyplanning. Schedules will be made for active members to partake in everyday. For the dancers, there will be a variety of lessons, ranging from ballet, to modern, to jazz/hip-hop. For musicians, they will make their own schedules. Whenever they need recording sessions, they will have to let me know 24 hours inadvance. Fitness and workout will be done all day, everyday; just like a gym.
My company’s culture is already established in the sense that the African-American culture revolves around hip-hop, and when speaking of hip-hop, music and dance comes to mind. Rapping,making beats, writing lyrics, and making music videos all tie into my studio. Fitness, on the other hand, is universal.
MISSION STATEMENT:Promoting Diversity Through Soul!
My company’s mission statement will be communicated through daily lectures in classes, training, and dismissal, as a reminder of my company’s main focus. It will also be noted in the membership application.
The mission statement is directed to customers. I am letting customers know that it takes SOUL to dance, make music, andworkout at an exceptional level. And it takes even more SOUL to try all three activities.
My mission statement includes a focus, which is the arts (musicand dance), and deﬁnitely has a challenge: Using the soul! Easier said than done but, it takes a powerful person to perform through their soul.
My company’s mission statement is deﬁnitely unique andmemorable. Normally when an instructor gives direction to put your all into something, they say “break your neck,” or “give it your all.” I, on the other, say “give it some soul.”
There are many things about my company that differ from that of my competitors, one being the mission statement. Unlike other mission statements, my mission statement is precise andstraight to the point. There’s not much to it... simply come with a set mind on the lesson at hand, and give it your all.
My tagline speaks directly to my customers. I know that noteverything can be taught in one place, at one time. And I know that there is always room for progression. When artist anddancers leave my studio, I want them to progress, whether it be through production or performance. There should always be a higher goal. As for people who come to workout, I want them to set higher goals after leaving my studio. That may include losing more weight or simply maintaing a healthy diet.