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The Entrepreneur · № 04

Brand Built

Designed a name, logo, and simple visual identity for your business that you actually use in public.

The idea

The brand isn't the logo. The brand is whether your kid can say the business name out loud without flinching. Have them practice introducing it to one new person a day for a week. The first three times will be cringe. By day six the name lives in their mouth like a real thing. Everything else is decoration on top of that.

Steps
  1. Pick the name. Run it past three friends. If they can repeat it back five minutes later, it's a name.
  2. Make the simplest logo that works. Don't iterate forever.
  3. Have your kid introduce the business to a stranger using the name. Out loud.
  4. Apply it to the cup, the sign, the receipt. Repetition makes a brand.
What counts

A business with a name and a basic visual identity your kid actually uses in public. A photo of the brand on the product is plenty.