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2. Complete Worksheet B<br />
Each participant in the branding strategy session should complete Worksheet B<br />
by making a check on the scale for each attribute, with the middle circle being<br />
neutral. There is also a line beside each attribute if participants want to give an<br />
example of another brand’s logo to better illustrate their stance.<br />
3. Group Review<br />
As a group, you will want to go through each attribute listed in the worksheet<br />
one by one and discuss each in detail. Going around in a circle, ask each participant<br />
what they rated each one on the scale and why.<br />
There are no right or wrong answers since they are all personal opinions. It is the<br />
job of the moderator to lead the discussion and have the group all come to an<br />
agreement.<br />
You’ll want to come up with a final worksheet with everyone’s agreed stance for<br />
each attribute and possible examples for each.<br />
Note: There should be general agreement on each criteria but all opinions don’t<br />
have to be exactly the same. The purpose of this worksheet is to bring everyone<br />
together on the general tone you want the logo to convey.<br />
4. Create Your Logo<br />
Now that you have a better idea of the attributes you want your logo to convey<br />
as well as keeping in mind your brand pillars, it’s time to create your logo.<br />
There’s lots of different ways at different levels of cost to create a logo for<br />
your new brand. Traditionally you would go to a designer and pay anywhere<br />
from a few hundred dollars to a few thousand dollars for several logo concepts<br />
and revisions. If your budget supports this, this is definitely a great way to go,<br />
however, for most of you bootstrapping your new business, a designer won’t<br />
be a viable option.
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