Love him or hate him, one thing is certain: Donald Trump is a successful guy. We don’t have to sum up his accomplishments for you, because his name speaks for itself. Everything he does has his name behind it and, when you hear Trump, you know it’s going to be over the top in quality and style.

How many real estate developers you know by name? Of those that you know, how many of their projects do you remember? Even a layman knows that Trump owns golf courses, hotels and office buildings around the world.

The fact that you know Trump (and you know his business) means that he understands the value of brand. Building his brand is as important to him as anything else in his business. It’s what gives him power to make deals, negotiate contracts and get things done.

Don’t take my word for it, Mr. Trump talks about the value of his brand in his new book How To Get Rich:

“…using my name on a building carries with it a promise of the highest quality available and at least a $5 million price tag. That’s just for the name, because it will be worth it to the developers, and they know it. That building will be up to my standards.”…”what’s in a name…can be (worth) far more than I ever could have imagined.”

It didn’t happen overnight. Donald Trump has been building his brand since 1974. He knows that brand building takes dedication, tenacity and focus. He also understands that it is a responsibility. Because he promises the very best, he makes damn sure that he delivers it.

Watching how Mr. Trump works is insightful to all brand builders, but I think one thing shines as gold. You need to deliver what you promise EVERY SINGLE TIME. That’s the only way to get people to trust your brand and to believe in your product.

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click “Take the brand strength test”. This is a short survey that measures the strength of any company’s brand. It’s a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America’s largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

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Remember this passage from the movie, “Pulp Fiction”?

In the movie, Samuel L. Jackson told you it came from
the bible, Ezekiel 25:17, and it went like this:

“The path of the righteous man is beset on all sides by the
inequities of the selfish, and the tyranny of evil men.
Blessed is he, who in the name of charity and goodwill,
shepherds the weak through the valley of darkness
for he is truly his brother’s keeper… and the finder…
of lost children.

And I will strike down upon thee with great vengence and
f-u-u-r-rious anger, those who attempt to poison and destroy
my brothers, and you will know, my name is The Lord when I
lay my vengence upon thee.

Yeah!”

Immediately after reciting this passage, Jackson then proceeded
to violently unload several rounds of bullets into the person
he was talking to.

So you soon discovered, whenever Samuel L. Jackson recited
that passage, you knew he was getting ready to blow someone
away.

I guess you could say, that passage was his “brand”.

And while “branding” is definitely NOT the best way to go as
far as marketing goes, at least, if by “best” you mean,
“making you money”…

You won’t ever go wrong “branding” yourself, your guarantee,
or your processes, to give your marketing an edge.

In fact, if you get it right… it’ll give you…

A HUGE EDGE!

Over the last 6 months alone, I’ve “created” the following
people:

The PCO Millioniare… Mr. Math… and, most recently, The
Titan Of 100% Income Tax-Free Real Estate Deals.

And believe me, those identities are a lot more likely to
catch your reader’s eye and your prospect’s curiosity and
interest, than using your “real” identity.

Call me stupid, but those identities sound a lot more engaging
than Chet, Rick, and Dick.

Don’t they?

Plus, who’d you rather buy stuff from: A former teacher, or
Mr. Math?

Is there an amazing identity, process, or guarantee you’re
overlooking inside your business?

Think about it and let me know.

Now go sell something,

Craig Garber
http://www.KingOfCopy.com

P.S. Check out all the prior archives you’ve been
missing, right here at:
http://www.kingofcopy.com/tips/tiparchives.html

If you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber — recognized by his peers as America’s Top Direct-Response Copywriter — can show you exactly how to do this, step-by-step. Garber’s written winning promotions across a HUGE variety of industries and you can see them all for yourself on his website at http://www.kingofcopy.com

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INTRODUCTION

To get any business started successfully takes many ingredients. All requirements fall into one of the following four key categories: 1. Desire, 2. Knowledge, 3. Time, and 4. Available funds. This report deals only with the financial requirements of starting a mail order business. Hopefully it will help the reader to evaluate whether he is financially able to embark upon a business venture that will bring about success. It is generally true that it takes substantially less money to get started in many mail order businesses than in a variety of other businesses.

Many a promoter will want you to belive that it is possible to get started successfully for $50, $100, or even $200. However, it is totally false. It does take more than that. How much more depends on many factors which I will try to define as much as is possible here.

Since the mail order business covers a vast number of services and products I would like to define the contents of this report to deal with the selling of information products. This is where my expertise lies. While the same or similar conditions may apply to any number of other mail order businesses, there may however be some differences to selling information products such as books, etc.

The following makes a number of assumptions. The most important ones are:

1. The operator ( or operators) of the new mail order business is employed or has other means of income.. He will not need to derive any profit from his new business for a period of time.. How long will depend on many factors.

2. This is a home based business which has no employees.

3. The business, at the start - until volume reaches $3,000 to $5,000 per month - will utilize the drop shipping services of a wholesale company.

4. Basic office equipment such as desk, file cabinet, computer, etc… are on hand.

A WORD OF CAUTION AT THE START AND RESOURCES AVAILABLE TO YOU

This is an exciting business and it can be extremely profitable once it reaches a certain momentum. However, like almost all businesses it is a very cost sensitive business.

As you are getting started in planning and setting up your new business think and act with caution when it pertains to any expenditures. This is one of the most difficult things to do since you are probably very enthusiastic and want to do everything today. So you need to learn HOW TO CONTROL YOUR ENTHUSIASM or it is going to cost you lost of extra money.

In this state of enthusiasm we tend to think that there is nothing we can do wrong and since we will be making lots of money in a few months lets get all necessary and often unnecessary supplies and equipment. It would be much better to wait until profits of the business make it possible to acquire what is needed. In the meantime you can make do with less. To be able to do so is a most important quality for the owner of a small to do so is a most important quality for the owner of a small business.

If you are a parent think of your new business as a child. There will be a never ending sequence of surprises. And as the business grows so will its demands, and yes its expenses.

START-UP EXPENSES — INITIAL STAGE

The below listed expenses will be incurred in the very early stages of setting up your business. This is at a time when you probably are not sure as yet what you will be selling. You will be writing to different companies for information to come up with the right product selection. Once you have decided what it is you will be selling you have to line up reliable suppliers, This is also a good time to buy a few books to help you with your mail order education. Although most expenses incurred in this phase are relatively small they will add up quickly.

These prices are estimates. Prices will vary according to your location.

• Stationery and envelopes………………………………………..50.00
• P.O. Box rental………………………………….60.00 per year
• Miscellaneous office supplies……………………..30.00
• Postage…………………………………………50.00
• Educational……………………………………45.00
• TOTAL…………………………………………235.00

START-UP EXPENSES — SECONDARY STAGE

You have now reached the point at which you have decided upon one or more reliable suppliers for the product you wish to market. You may also be ready to have some promotional material printed. In addition you may be placing one or two classified ads for testing purposes.

Once again, please remember that these prices are estimates only.

• Dealership or distributorship (1 or more)……………………………………………80.00
• Small supply of brochures or catalogs………………………………………..50.00
• Printing of sales letter, order form, Return envelopes, etc………………………………………………90.00
• 1 test ad, classified (national magazine)……………………………………100.00
• Business or traders license………………………………………..30.00
• Postage……………………………………..25.00
• TOTAL………………………………………375.00

Until now you have only had expenses for your new business. You have not derived any revenue yet. In the next and final stage of starting your business you may have some revenues. Stage one and two may take from approximately 3 to 6 months.

START-UP EXPENSES — THIRD STAGE

You have now reached a stage were you will expand your advertising, or alternately you may go the direct marketing route and rent a mailing list. The comparison of expenses and revenue results of a direct marketing effort versus classified advertising need to be carefully evaluated. Since expenses for a direct marketing effort are generally higher than for a small advertising campaign, the below listed expenses focus on an advertising campaign,

Estimates provided for illustrative purpsoes only.

• Advertising — 3 classified ads………………………………………………………………280.00
• Postage for several hundred inquiries derived from adverting effort…………………………………………….75.00
• Miscellaneous office supplies………………………………………………………..30.00
• TOTAL…………………………………………………………385.00

SUMMARY

The combined expenses as listed above total just under $1000. They are based on broad estimates and may vary somewhat by area of the country and individual circumstances. The figures are reflecting a minimum amount. Some individuals may be able to cut expenses further. Since this planning period takes several months the expenses as shown above can be allocated over a period of 4-6 months.

The above figures represent a conservative start. For those who want to get started more aggressively expenses would be higher. While many of the basic start-up costs would be the same the expenses that would increase would primarily deal with additional advertising, printing and postage expenses. By how much would largely be an individual decision.

Since most new businesses fail because of lack of funds, it would be advisable for an individual who does not have the necessary funds to get started to wait until he does. In addition to the basic start-up expenses an individual should also consider that most businesses will loose money for several months and sometimes much longer than that. Unfortunately no matter how well you plan, circumstances often change and we must make allowances for those eventualities.

Copyright 2004 by DeAnna Spencer

Note to editors: To show my appreciation to the editors that use my articles, I offer a free solo ad. Simply send an email to me by using the form on the contact me page on my website to tell me the url the article was used on or send me a copy of the ezine it was used in.

Are you content with your advertising budget?
Schedule a coaching session with Frugal Solutions Expert, DeAnna Spencer.
She will design an affordable online advertising plan for you.
Contact her by sending an email to deanna.spencer(at)gmail.com
Visit this small business resource for more information.

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I finally had to speak out. The packaging industry is under attack by the “packaging police.”

There have been dozen of backlash articles about it in the news recently. To tell you the truth I’m sick of all the articles talking about freeing Barbie from her packaging prison and how may people went to the hospital because they injured themselves trying to open a plastic clamshell and other esoteric “packaging adventures.” These issues about packaging have been beaten to death and then some. And don’t forget the blogs. Some of the worst venting about packaging appears on personal blogs under the I’ve had a bad day column.

The media loves all the negative impressions people are bombarded with about the packaging in the waste stream, landfills etc. I too thought it was much higher (brainwashed that is) but I found out when I was at Cal Poly giving the opening keynote that its only 30% as opposed to the 70-80% the media and packaging detractors would have you believe.

Who are these “packaging police” anyway? What is there mission in life? Don’t they know that without a package you can have a product? That’s what packaging is all about getting the product safely, securely and intact to the ultimate user in addition to being the product spokes and sales person. So what else is a poor package to do? We have tamper evident, tamperproof, anti- counterfeit, date stamping, TTI’s, RFID, sonic welding and other additional security measures all designed to protect the consumer and they don’t even know it.

You’d be surprised at the number of people that don’t even know about product dating on the package. I can assure you I check. With all the concern over eating healthy, product freshness is an important issue and the package tells it all. I might mention here that it’s almost impossible to read the dates in many cases. They are either in obscure locations or the type is so small you need a magnifying glass. (I hope you read “Packaging Your Products to Boomers” available at http://packagingcoach.com/everythingaboutpackaging.htm) But seriously, packages that are difficult to open will continue to be a problem as our population ages. Do the words “manual dexterity” ring any bells?

So consumers should just GET OVER IT since they are the main cause why many products are packaged with security in mind. Lets talk about theft, counterfeiting, product integrity and product security. I got an email from Tyrone in South Africa last week. He was giving a speech on packaging innovations that impact our lives and it got me to thinking about all the wonderful and creative packaging innovations in the last 40 years. Packaging that has literally changed our lives.

Some of innovations have come about due to dire threats such as the Tylenol incident. Can you believe that happened 20+ years ago? Think of the whole category of tamper-evident packaging that evolved from this situation. When I speak to students at schools and universities about packaging they have no idea what I am talking about. They just take it for granted.

Retail claims that theft is one their worst problems so packaging that protects products form being stolen is done for a reason. The same thing with counterfeiting, which incidentally is on the rise. Anyone reading about this knows this can and will be a huge issue with the number of packaging products being sourced off shore.

Some additional packaging possibilities that can pose potential “threats.”

Green Packaging: Can you validate your claims?
Organic Packaging: Watch out for regulatory agencies.

RFID: Is big brother watching you or are you watching them?

Healthy Packaging Claims: Is It True?
Packaging For Seniors: Can they read or open the packaging? Is it REALLY senior-friendly? Copycat Packaging: A lawsuit waiting to happen and does every week.

So whatever packaging discipline you are in be sure and stay attuned to what are the “Hot button” issues in your field. Prevent the packaging police for setting their sights on you.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.

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A corporate or company logo plays an important role in projecting its image to the people. As a result, it is very important to evaluate whether your company logo depicts the right image or not.

A company logo is like a visiting card, which gives one insight into the company. A company logo should be very professional, precise and attractive to the viewer. Company write-ups may be good but will only play a role if people get around to reading them. All representations and communications of the company include the company logo, be it in print media or on the web.

One has to make sure that the company website has a good layout, interface and design along with the placement of the company logo. A well thought out and detailed logo makes a very good impression on the customers and prospects. A logo is the first glimpse of the company. If a company does not have a good logo then there are strong chances that the viewers may feel that this unprofessional approach will also be present in other aspects of the business. It is quite upsetting to see a badly turned out company logo. Very rarely does one come across a corporate, that has an unprofessional logo.

Companies, nowadays, fully understand that they have to work hard to maintain their image in the business world. The idea is to present the information to the audience in a professional, precise, user friendly and an attractive manner. In today’s time when people are ready, to reject any website and move on the next in a flash, it is important that the company website looks interesting enough for people to stay on. The aim should be to attract the user in the first instance. Remember that first impression is the last impression.

It is common human nature to be attracted to good looking things. You can observe your own behaviour and you will notice that you are more likely to visit a shop that has a professional and a good décor, rather than a shop, that is in a run down condition. Considering the wide choice that is available to web visitors, it is important for one to represent the company well through its logo and content, on the internet.

Developing the company logo

Develop a great looking and professional company logo to reflect a professional image of a company

Hire the services of a good specialist logo designer or

Use special companies whose task is to develop inexpensive professional logos

With the growth of commercialisation, even logo design has become a specialised job with various design companies offering different options. You have both expensive specialist logo designers and inexpensive logo design services available to you.You have to take a decision based on your requirements and budgetary constraints.

A low price like this is bound to make people apprehensive. Some would wonder about the credibility of the offer imagining it to be just a gimmick to attract the customers with hidden costs. While, there would be others who would be attracted by the low price and would want to try this scheme.

You can get a logo designed for even as little as $25 by a great company I recommend and use myself in less than 72 hours. available at http://www.gotlogos.com. You can visit their site to have an idea of the kind of work that they do. If you have any doubts about their abilities to do justice with your company’s logo then you can check out the various samples available on their on-site gallery.

However, before you decide to change your logo you should first evaluate your requirement with an open mind. Try to compare their logos with your own. Is your money, going to be well spent or not. Analyse and then decide whether changing the logo would actually change people’s perception of your company. Changing your logo is a serious business. Once you have a logo in place be it good or bad people start associating your company with that logo. When you decide to change this logo, you will also have to undertake the task of making people familiar with the new logo.

This article was written by Craig Dawber of smarket-associates.com
Need advice and guidance with your online
business check out the resources found in this website.

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The lowly groundhog, often called a woodchuck, is the only mammal to have a day named in his honor. The groundhog’s day is February 2. Granted, it’s not a federal holiday and nobody gets off work. However, we all know about it and most of us check the news to see if the groundhog has seen his shadow. Consider how many of you recognize the name Punxsutawney Phil. Amazing, isn’t it. That’s brand recognition at its finest — it’s not even for a human.

Regardless of whether Punxsutawney Phil goes back into his burrow for six more weeks of winter, he gets his day in the limelight. So how can such an innocuous creature as a groundhog become famous? It is in the publicity, of course.

The right publicity can elevate even the simplest activity. In fact, the best publicity is actually very simple, clean, uncluttered and straightforward. Think about the messages that captures your attention or inspires you to do something (whether it is to buy a product, make a phone call, do some research or simply make a note about it for future reference).

The publicity made you think. That is what branding is all about. It creates awareness. Personal branding doesn’t need to be complicated. It needs to cut the clutter and get to your core message. What do you want people to remember when they think about you?

Last week when I wrote Bubble Wrap Branding, I got an incredible response from one reader about how my articles inspired. I’m sharing a portion of it with you as an example of how creating a brand can resonate with your audience (in my case, helping people improve their persona).

“I am so wowed by every newsletter from you! You always inspire me with your excellent content and message! When I get your newsletter, no matter how bad a day I’m in the middle of, it’s always a bright spot to read your message. I have been meaning to let you know that for a while, and always seem to let my busy day keep me from doing it, so today, right now, I am stopping to send you a reply and say thanks for your wonderful newsletter.”

Now, turn this concept internally. Wouldn’t you like to have someone respond to your efforts like this? Not only did it make me feel good, it reinforced the fact that I practice what I preach. My personal brand captures my audience’s attention and appreciation. Your brand can do the same with a little effort.

It takes time to position yourself as an expert in what you do. Your positioning statement will change as you evolve. Start by deciding how you want to be identified or recognized by your constituency. Write it down. Work and rework your core message until if feels right. Then, bounce it off a few people whose opinions you value and see how it sits with them.

Branding is always a work in progress so do not be afraid to change your core message if it’s not capturing your audience. The important thing is to get started now. So don’t be like Punxsutawney Phil and run back into your hole for six more weeks. The sooner you get started the sooner people can find out about you and what you have to offer.

These tips and more come from the extensive library of personal branding tools developed by JoAnn Hines the Chief People Packager available in the “Packaging Yourself Workbook.”

If you have a question or issue that needs an answer please let me know email packagingcoach@aol.com.

How to create an elevator speech; How to make most of those first 30 seconds or less; How to use networking to build your business; How to speak your way to fame and fortune; are all included in the Packaging Yourself Workbook Order now @ http://www.packaginguniversity.com/pkgustorefront.htm

To subscribe to the personal branding e-zine “Packaging Yourself” email me @ pkgcoach@aol.com

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How do you establish an effective brand? Branding–creating a distinctive corporate identity for your business–is critical to your success as an entrepreneur. You can, and must, use the process of setting up and managing your business entities to establish your own distinctive brand.

The world’s greatest companies have mastered this art of branding. You don’t need even need to to see the name of the company to recognize the Mercedes or MacDonald’s logo, so effectively have these companies imprinted their identity into the minds of the consumer.

But branding is not just about a logo. It’s also about making sure that you have a consistent identity, one that is reflected in your website, your stationery–all communications with the public. Individual entrepreneurs often use a haircut, accessories, even style of dress-as the “Man in Black” Johnny Cash did–to imprint their identity into the minds of the public. Even a small business owner doing business on eBay will profit from having a consistent, memorable image as an established, reliable firm associated with expertise in its niche.

You can use the process of structuring your business (see our newsletter) to start building a strong brand. Whether you are establishing an LLC or a corporation or other entity, you will want to follow a number of steps to make sure that your structures will build a strong foundation for your brand.

I recommend that you follow the sequence below:

1. Make a list of several possible names for your company that reflect your area of expertise and your USP–”Unique Selling Proposition”. Number them 1 to 5 or even 10 in order of priority.

2. Check with the U.S. Patent and Trademark Office http://www.uspto.gov/main/trademarks.htm (or the Intellectual Property Office in the country where you live if you live outside the United States) to make sure that you have not selected a name, one you might soon be using in a potential trademark, that is already taken. Running a search is an easy matter on the internet. If you find that the name or mark is already taken by someone engaged in a line of business close to your own, make a note of it and move on to check the next name on your list.

3. Conduct a similar search on the web site of your state’s or province’s authority for establishing corporations–in most cases, the Secretary of State. If you are considering setting up a Nevada corporation or LLC, be sure to do the same both in Nevada (https://esos.state.nv.us/SOSServices/AnonymousAccess/CorpSearch/CorpSearch.aspx) and in your home state or province. You can find the appropriate authority in your state easily by doing a search on Google.

Make sure that you check both the LLC and the Corporation databases. There could be a corporation with a very similar name to the one you want to use for your LLC that your sate authorities might not catch if the corporation and LLC divisions are separate. Too close a similarity with the name of an entity of a different type will cripple your efforts to establish a distinctive brand and could cost you in the long term. Years ago the Body Shop did not bother to do this checking outside of California, and ended up being forced to change their name when challenged by a more successful business started earlier with a similar name years later.

4. Next, conduct a search on the fictious names (or DBA “doing business as”) registry of your county or other local jurisdiction. Once your make a decision on a name for your entity, if you are using anything other than your own name or a name that clearly indicates exactly what you are doing (something other than Mary Jones Plumbing, for example) or if you add something like “Associates” to your name, you will need to file a fictitious name statement with the County Clerk. There is usually a nominal fee associated with doing this, but Don’t think of this as an annoyance. It is actually an effective way establish your exclusive claim to the use of your DBA.

By the way, you’ll also need to check with your municipal government to see if you need to register to do business in their jurisdiction. This will no doubt cost something, but it is an essential part of doing business. I prefer to think of it as yet another opportunity to brand myself in the mind of the public.

5. Check with a web domain registrar (such as LuckyRegister.com) to see if your preferred name or names are available. If your first choice is not available as a .com or .net or other common domain type, you now have the option of setting up a .ws (for web site) domain. You can do that at: http://www.azurpacific.ws. Or, you can choose a variant like xxxxxonline.com or xxxxxxlive.com. Go ahead and purchase the domain names that correspond to your preferred business name. Even if you don’t use it, domain names are valuable virtual real estate these days–you might be approached to sell one of the names you’ve purchased later and make a tidy profit!

6. Select your preferred name and reserve it with your state authority. Sometimes the entity formation process can take longer than expected, and you want to be sure that the name is reserved exclusively for you long enough for your structure to be put in place. The reservation is good for a certain period of months or days.

7. Be sure to register your preferred entity name as a DBA or fictitious name if required by your regional authority.

Once your entity is in place, you’re ready to brand yourself by developing a memorable graphic logo, ordering your professional stationary, and getting your web site developed around your new corporate identity.

There is, of course, much more you can do to build your brand. Kim Castle’s free BrandU newsletter is an excellent resource that I highly recommend. You can sign up for it free at our website.

Copyright 2006 Azur Pacific Associates

Germaine A. Hoston, Ph.D. is President and Treasurer of Azur Pacific Associates, a consulting and translation firm and distributor of the Secret Millionaire Asset Security System and Eventis wealth-building courses. Get a free gift when you sign up for her free wealth structuring eNewsletter for entrepreneurs at: http://www.wealthstrategies202.com

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Image is so vitally important to a franchising companies brand-name, that each and every franchisee must maintain consistency of appearance in their franchised outlets. This means that maintenance and repair of the business location must be up to standards of the confidential operations manual of the franchised business at all times.

If a franchised outlet is in the state of disrepair and looks it, but customers will know and it will be difficult for them to maintain consistency and quality in the goods and services they perform and provide. It is for this reason that every franchisor must pay specific attention to this detail. Below is a clause I put into all of our franchise agreements to address this issue;

3.18 Maintenance and Repair

3.18.1 Maintenance and Appearance of Business Location

Franchisee must maintain the condition and appearance of the Franchised Business in a manner consistent with The Car Wash Guys System image. Franchisee will perform all maintenance that is reasonably required from time to time to maintain the condition, appearance and efficient operation of the Franchised Business, including replacement of worn-out or obsolete fixtures, equipment, signs, supplies and inventory, repair of the interior and exterior of the premises and periodic cleaning and decorating. If at any time in the Franchisor’s reasonable judgement the general state of repair, appearance or cleanliness of the Franchised Business does not meet Franchisor’s standards, then Franchisor will give Franchisee written notice specifying the action to be taken by Franchisee to correct the deficiency and Franchisee will initiate the required action immediately upon receipt of the notice.

— —- —- —- —-

as a franchisor you would be well advised to talk with inexperienced franchise attorney about the maintenance, repair and appearance of the franchisee in their business location and be prepared to address this issue not only in the confidential operations manual but also in the franchise agreements. Consider this to those experts.

“Lance Winslow” - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

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During the past decade, I have noticed the prevalence of name changing, as I am sure you have also. Several of the organizations with which I am involved have chosen new and different names that they feel represent them and their missions more descriptively. Companies who were ready for a new start have changed names to reflect a new attitude, direction and/or focus. Some of these changes have made a positive difference, others have just caused confusion.

What we name ourselves, our businesses and/or the way we describe our services can make a huge impact. For example, I teach fitness classes and have discovered that the name of the class can determine how many people try it (of course, just like a business, once you attract them, you must make it so good they want to return). I started teaching a lower body callisthenic class which has turned into a huge success. Rather than naming it “Lower Body Workout,” I feel that the name we chose — “Pain in the Butt” — has helped to attract the large number of participants.

Decide what impression you want to have your name and/or the name of your company make. For example I know many independent professionals who use their own name followed by “and Associates.” This sounds serious and a bit conservative to me. Law firms that in the past have listed many names of the various partners are now shortening their names. A good example is Jones, Day, Reavis & Pogue which became Jones Day at the start of 2003.

I chose the name “Creative Keys” for my company because I work in so many different creative areas it covers them. I like the word “Keys” because keys open doors and more, and because my initials are CK it seems easy for people to remember it. Although, I must admit that I sometimes get calls from people needing a set of keys to open a locked door.

When choosing a longer name, consider whether it would work as an acronym. People remember acronyms, especially if they are short and punchy. Our Ohio storytelling group goes by the name of O.O.P.S! which stands for the Ohio Order for the Preservation of Storytelling — a real mouthful. The fun part is that when I am giving a presentation or being introduced for any reason, I always have the emcee mention my involvement with the Ohio Order for the Preservation of Storytelling so that when I get up to the lectern, I say, “O.O.P.S!, that’s another story.” It is not only an attention getter, it is also easy to remember.

Think of all of the easy acronyms: IBM, UPS, FedEx, P & G, MS, to name a few. I do a lot of work with community development corporations and their names are long, so acronyms fit the bill. The Cleveland Neighborhood Development Coalition is known as CNDC for example. Once you have picked a name with a reasonable, easy-to-remember acronym, you will need to repeat it everywhere until others become used to it - just as they will with any name that is heard often.

Take your time and have fun picking a great name for your business. You want it to last a long while and be remembered easily.

Chris King is a free agent, professional speaker, storyteller, writer, website creator / designer, and fitness instructor. Chris has what she calls a “Portfolio Career” –many careers at the same time. If you wonder if you could handle and love having a “Portfolio Career” you will find a free assessment to take at http://www.creativekeys.net/portfoliocareertest.htm Sign up for her eclectic E-newsletter, Portfolio Potpourri, at http://www.freelanceliving.com You will find Chris’ business website at http://www.creativekeys.biz

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I met Darlene at one of my networking meetings; she’s never run a business or come to a networking meeting in her life. And it shows. Between bites of my morning cottage cheese I peek over at her and see her flipping her hair, tapping her pencil and biting her lip in what seems to be one continuous fidget. Darlene’s scared out of her wits, she isn’t comfortable and she certainly isn’t confident. You just couldn’t help but feel bad for her. You’ve got someone really trying to do something in his/her life but just isn’t comfortable doing it.

A lot of us are like Darlene (or were like her), some more than others; I used to be a little like her too. I didn’t always feel so confident in my business.

After seeing her a couple of times I approached Darlene with an idea. How would you like to feel more confident, comfortable and credible about your business? Would you like to make networking and selling easier?

I got a resounding, “Yes”.

So I set to work on helping Darlene feel more confident, comfortable and credible about her business. I began my quest with an ordinary piece of cardstock measuring 2.5″ x 3″, that costs less than 3 cents a pop. You guessed it; I started creating an identity for Darlene on her new business card.

Just a little chunk of cardstock, that’s it, yet you’re in business it’s an indispensable
part of promoting your business. And in the hands of an experienced, business
savvy designer, it’s also a ticket to you feeling better about yourself
and your business.

The equation is simple:
* You work with an experienced, business savvy designer
* You feel more confident, comfortable and credible about your business
* The more you feel these things the less afraid you are and the easier it is for you to promote, network and sell your business
* The more you promote, network and sell your business the more money you make and successful you are

Is it possible to feel more confident, comfortable and credible over a little piece of colored cardboard?

In Darlene’s case, yes, it did.

Darlene responded so positively to her new business identity and card that I
noticed it, the entire networking group noticed it, and most importantly, she
noticed it. It was like a switch turned on in her heart and her brain,
and she felt good about her business. She felt important, and she finally felt
comfortable and confident about herself.

Don’t take my word for it, she said, “I feel more real about my business.
I just feel more confident when I meet people and do things in business that are
stressful to me like networking. I want to thank you for helping me to feel good
about my business and making me feel comfortable when I meet new people.“

If you know a “Darlene” in your life, or you are in the same situation she was,
don’t suffer being uncomfortable or not confident in what your business. Networking,
promoting and selling can be so much easier if you feel confident and good about
what you do. Call a business savvy designer today and start feeling better
about yourself and your business.

I guarantee if you select a caring and capable designer, your whole
outlook will change about your business. I’ve seen it happen, so has Darlene.

Jeremy runs the only business savvy graphic design firm who helps companies build more confidence and credibility into their business identities. “I help you take your business’ vision and shape it into a company identity that will make you look better, feel better and have more confidence about your business.”

Like the article?

Email Jeremy today at comments@candographics.com for your choice of a free insider’s bulletin:
“How to Choose the Right Marketing/Design Firm for You” or
“Top Ten Questions Designers Don’t Want You to Ask Them”. You’ll also want to check out the “Can-Do Confidence Builder”. Emailed weekly, the Confidence Builder provides you with essential marketing and design insights that help you get the most out of your marketing/design investments and help you to stay one step ahead of the competition.

Remember to include in your email your name, which Insider Bulletin you would like to receive and any additional feedback.

Learn more about Jeremy and how you can gain a competitive advantage with a better brand by visiting http://www.candographics.com.

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