Issue link: https://www.ascpskindeepdigital.com/i/1037162
60 november/december 2018 be complex, this is the time for a simple, kindergarten moment of show-and-tell. Get creative and analyze your business and your strengths. Talk to your friends about your business and see what holds their attention, then focus on developing a unique selling proposition based on that. Amazon, for instance, is known for two-day shipping and offering everything from "A to Z." Walmart, on the other hand, is known for saving money, allowing you to live better. Both of these brands define their unique selling proposition well, and they consistently deliver on their promise. YOUR BRAND'S PERSONALITY Imagine if your brand was a person. What would it look like? How would it dress? How would it talk with clients and interact with interested parties? Take a moment to reflect on how you'd like your brand to be perceived. If you are a lashista, your brand's playful and glam personality is going to be different from a green spa's tranquil and organic vibe. The same goes for an acne clinic in contrast to a full-service salon and spa. A brand's personality should be felt in every part of a business. From the words you use on marketing materials to the feeling clients get when they enter your space and everything in between, each element should be a deliberate reflection of the brand's personality and complementary to the clients you want to attract. THE ELEMENTS OF A BRAND STRATEGY Once you've answered the tough questions, the next phase of branding is to develop a strategy surrounding the elements that make up your brand. These items can include a business name, slogan, logo, colors, fonts, images, style, and overall feel. Get Logical on Logos A logo is an instant storyteller and should be considered the foundation of marketing for your business. It should be reflective of who you are, what your company does, and the vibe you want to create. Designing a logo doesn't have to be a daunting task if you look to the professionals for help. A graphic designer is a great partner in helping you build your brand assets, but before you get going, it's essential to do some research and be able to present them with a general idea of what you're looking for. For inspiration, do a quick Google search and type in broad search terms such as "medical spa logos." You'll find a plethora of soft lines, tranquil-feeling graphics, cool colors, and clean designs. Alternatively, if you search for luxury spa logos, you'll find examples filled with warm colors, heavier font styles, and more commanding designs. These designs are intentional, and they do what they're supposed to. They elicit emotion. Low-Cost Logo Design Resources Fiverr.com Freelancer.com 99designs.com Upwork.com Logomakr.com