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The Complete Idiot's Guide to Starting And Running A Coffeebar by Susan Gilbert, W. Eric Martin, Linda Formichelli

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Chapter 6
A Rose Is More Than a Rose: Branding Your Business
In This Chapter
  • ◆Naming your baby business
  • ◆Creating a customer-grabbing logo
  • ◆Color Me Beautiful
  • ◆You™
 
Can you imagine customers referring their friends to “that coffee shop, um, what’s-it-called, on Main Street”? Probably not. That’s why you need a name for your business that will lodge squarely in your customers’ craniums and be at the forefront of their thoughts at all times.
Similarly, boasting a strong logo—a graphical depiction of your business—will also aid customers in remembering your business and what you stand for.
Your business name and logo should convey everything that’s good about your business—what makes you unique, why customers should buy from you instead of anyone else—while ...

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