8 Hour Marketing Plan - Session 4: Create an Image

After reading the text about Key 3, Create an Image, answer the following questions:

• Based on the competitive advantage, positioning, target audience and mission of the company what image best represents your product or service?
• What is your brand promise?
• Is the look and feel of your marketing communications materials consistent and congruent?

Sketch out some ideas of what you want your logo to look like. The more developed your idea, the smoother the design process will be.

There is software that will help you create your own logo, or if you have the budget you should get the help of a professional designer.

You should also create a brand guide that will help you stay on target with the look, feel, fonts, colors and style of your marketing materials. If you are in a large organization this is the best way to keep everyone consistent in how they represent your brand.