Page 67 - Duct Tape Marketing

Duct Tape Marketing

alone, as we may create a separate event company. We will put it on
brochures, T-shirts, bags, the Web, and banners.

List Your Goals
What do you want this thing to do? Don’t talk about your goals

for what the logo should look like; list your goals for the project or
element to be successful.

Example: We need this logo to convey a very professional, industry-­
leading position, get people excited about the event, and still make
a clear connection to recognized elements of our brand.

Tell Your Story
This is not so much your history, unless that’s useful, but more

the unique elements of your story that make up your mission, values,
and vision—describe your culture.

Example: The boss wears Chuck Taylors to the office, and his
chocolate lab greets everyone that comes to the business. We
would rather eat uncooked meat than throw recyclables in the
landfill.

Sketch Your Audience
This is one element you should have a really good handle on any-

way, but if not, take the time to draw a sketch, complete with real
pictures, if you like.

Example: Our ideal customer is a 50ish woman who draws power
and strength from knowing that she is free to make the choices in
her life and can accomplish anything she is determined to do. Oh,
and she thinks cats are evil.

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