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Brand Beautiful: What Are the Essential Brand Assets?
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Brand assets, everything from business cards, stationery items to a website, are must-haves for a startup. Every brand asset should include your company name and logo, so make sure you have a lawyer trademark your name and logo, or at least do a quick search to be reasonably sure of trademark success before spending money on logo design and items like business cards. In addition to physical brand assets, have a digital letterhead designed, especially if you need to wait a while to order a full stationery package.

If you need to prioritize ordering physical assets, keep business cards high on the list. Your business card is the most important piece of this package. Think of it as your one solid marketing/advertising piece of collateral other than your website. Go for a business card that represents you and your company, and don’t scrimp on card stock. The first impression is critical.

Few businesses these days can operate well without a website. Buy a domain (URL) that is based on your company name or product. The URL should ideally be easy to type, but absolutely must be easy to remember. You can register a domain name at or, and registering doesn’t have to wait until you’re ready and able to spend the money to develop a full website.

Once you have your website URL, create a holding page that includes some basic company information and a link to email you to learn more. You can begin collecting email addresses of potential customers this way; and having a website lends an air of legitimacy to your new company.

Lastly, make sure you have your “elevator speech” down pat. You need a 30-second introduction – a verbal business card – to grab the attention and interest of the people you meet. The succinct and compelling description of your company is a free networking tool you should never be without. The elevator speech is not something that can be pulled out of a hat. It needs to be thought through, precisely crafted and then absorbed into your daily routine.

Bryan JaneczkoFounder, Wicked Start
Bryan has successfully launched multiple startups. His latest venture, Wicked Start, provides tools to plan, fund, and launch a new business. Also author of WickedStart: Guide to Starting a New Venture with Passion and Purpose, Bryan is committed to helping small businesses grow and succeed. | Facebook | @WickedStart | LinkedIn | More from Bryan

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Discussion (1) Comment

  1. The 8 FactorsVisitor

    This is great, practical advice, Bryan. It’s so important to look professional in all aspects of your business.

    We must also remember that we as business owners are also a brand asset. We must not only protect our reputations, but actively shape our reputations and images as leaders of our companies.



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