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BRANDING 
FOR STARTUPS 
Build your brand to attract customers and investors. 
Emily Brackett 
President, Visible Logic 
www.visiblelogic.com 
Design+business blog: visiblelogic.com/blog
BRANDING 
FOR STARTUPS 
Build your brand to attract customers and investors. 
Emily Brackett 
President, Visible Logic 
www.visiblelogic.com 
Design+business blog: visiblelogic.com/blog
BRANDING FOR STARTUPS 
What is Branding?
BRANDING FOR STARTUPS 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind. 
What is Branding?
BRANDING FOR STARTUPS 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind. 
What is Branding? 
Different 
Recognizable
BRANDING FOR STARTUPS 
The distinct name for your product, service or organization 
Name becomes your logo 
URL 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind. 
What is Branding?
BRANDING FOR STARTUPS 
Your logo 
Other key visuals: photography, color, typography 
Tone of voice 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind. 
What is Branding?
BRANDING FOR STARTUPS 
Did it even register? 
How your message is received may different than how it was presented. 
It is not all in your control. 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind. 
What is Branding?
BRANDING FOR STARTUPS 
Why Invest in 
Branding?
BRANDING FOR STARTUPS 
Charge a premium
BRANDING FOR STARTUPS 
Make selling easier
BRANDING FOR STARTUPS 
It can improve any business
BRANDING FOR STARTUPS 
• Attract better clients / customers 
• Charge a premium for products / services 
• Close sales more easily 
• Reduced marketing costs (eventually) 
• Greater value when selling the business 
Why Invest in Branding
Poll 
BRANDING FOR STARTUPS 
What stage is your startup at? 
Pre-buying product development 
No or low revenue 
In the marketplace
BRANDING FOR STARTUPS 
Differentiation
BRANDING FOR STARTUPS 
What makes you unique? 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind. 
Different 
Recognizable
BRANDING FOR STARTUPS 
Competitor 
No.1 
Competitor 
No.4 
Competitor 
No. 2 
Competitor 
No.3 
Competitive Landscape
BRANDING FOR STARTUPS 
Competitor 
No.1 
Competitor 
No.4 
Competitor 
No. 2 
Competitor 
No.3 
Your 
Brand 
Competitive Landscape
BRANDING FOR STARTUPS 
Differentiate 
Competitor 
No.1 
Competitor 
No.4 
Competitor 
No. 2 
Competitor 
No.3 
Your 
Brand
To Do: 
BRANDING FOR STARTUPS 
Identify your competitors 
Find your differentiators
To Do: 
BRANDING FOR STARTUPS 
Geography, Buyers, Price,
To Do: 
BRANDING FOR STARTUPS 
Geography, Buyers, Price, 
Features Benefits,
To Do: 
BRANDING FOR STARTUPS 
Geography, Buyers, Price, 
Features Benefits, 
What about the DIY’ers?
BRANDING FOR STARTUPS 
Naming
BRANDING FOR STARTUPS 
Your name is critical 
The distinct name for your product, service or organization 
Name becomes your logo 
URL 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind.
BRANDING FOR STARTUPS 
Get it right. 
Your name is the hardest thing to change in a brand identity. 
Prevent confusion. 
Long term
BRANDING FOR STARTUPS 
1. Easy to say or pronounce 
4 Must’s for a strong brand name
BRANDING FOR STARTUPS 
1. Easy to say or pronounce 
2. Memorable and distinct 
4 Must’s for a strong brand name
BRANDING FOR STARTUPS 
1. Easy to say or pronounce 
2. Memorable and distinct 
3. Does not cause confusion 
4 Must’s for a strong brand name
BRANDING FOR STARTUPS 
1. Easy to say or pronounce 
2. Memorable and distinct 
3. Does not cause confusion 
4. Relevant domain name is available 
4 Must’s for a strong brand name
To Do: 
BRANDING FOR STARTUPS 
Is your name right? 
If not, fix it.
To Do: 
BRANDING FOR STARTUPS 
List adjectives to describe 
yourself and your offering
To Do: 
BRANDING FOR STARTUPS 
Think of objects or feelings 
that express this.
BRANDING FOR STARTUPS 
New Yoga Studio in Portland Maine 
High-touch style 
Calm environment 
Unique & beautiful studio on the waterfront 
Thoughtful, full mind & body approach 
A place and practice to destress (not power yoga) 
Example
BRANDING FOR STARTUPS 
New Yoga Studio in Portland Maine 
High-touch style 
Calm environment 
Unique & beautiful studio on the waterfront 
Thoughtful, full mind & body approach 
A place and practice to destress (not power yoga) 
Still Water Yoga 
Example
To Do: 
BRANDING FOR STARTUPS 
Is your name right? 
Not sure? 
Joining our online Branding Mastermind Workshop 
Monday, October 20, 2014 
3:00-4:30 pm (Eastern) 
Fee: $29 $20 
http://bit.ly/branding-mastermind
BRANDING FOR STARTUPS 
The Importance of 
Design in Branding
BRANDING FOR STARTUPS 
Developing a unique image 
Your logo 
Other key visuals: photography, color, typography 
Tone of voice 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind.
BRANDING FOR STARTUPS 
We are visual beings
BRANDING FOR STARTUPS 
We are visual beings 
Recognition starts the process of know me, like me, trust me 
Visual Identity is at its Core
BRANDING FOR STARTUPS 
Design vs. Branding 
Good design 
Readable fonts 
Good use of color 
High quality imagery 
A “template” might work 
Consistent brand identity 
Corporate fonts 
Corporate colors 
Recognizable design elements 
A template will not work 
Tone and voice goes beyond design 
elements 
Design and voice can be seen / heard in 
other applications (consistency)
BRANDING FOR STARTUPS 
1. Distinct from competitors 
5 Must’s for your logo
BRANDING FOR STARTUPS 
1. Distinct from competitors 
2. Memorable 
5 Must’s for your logo
BRANDING FOR STARTUPS 
1. Distinct from competitors 
2. Memorable 
3. Easily reproducible 
5 Must’s for your logo
BRANDING FOR STARTUPS 
1. Distinct from competitors 
2. Memorable 
3. Easily reproducible 
4. Works in the places, sizes, shapes YOU need 
5 Must’s for your logo
BRANDING FOR STARTUPS 
1. Distinct from competitors 
2. Memorable 
3. Easily reproducible 
4. Works in the places, sizes, shapes YOU need 
5. Looks professionally designed 
5 Must’s for your logo
BRANDING FOR STARTUPS 
1. Distinct from competitors 
2. Memorable 
3. Easily reproducible 
4. Works in the places, sizes, shapes YOU need 
5. Looks professionally designed 
It does NOT need to be a symbol 
5 Must’s for your logo
To Do: 
BRANDING FOR STARTUPS 
Does your logo match your 
adjectives?
BRANDING FOR STARTUPS 
Example
To Do: 
BRANDING FOR STARTUPS 
Professionally designed logo 
Vector files 
Additional visual library
BRANDING FOR STARTUPS 
Personal vs. 
Corporate Branding
Poll 
BRANDING FOR STARTUPS 
What type of business are you starting? 
Solopreneur, consultant 
Service-based business 
Hard product 
Technology, software or electronic product 
Retail, restaurant
BRANDING FOR STARTUPS 
The spectrum 
Personal Corporate 
Consultant 
Freelancer 
Public Speaker 
Hair Stylist Person who owns 
more than one 
business 
Real Estate Broker 
Financial Planner 
Insurance Rep 
Small Business 
Owner 
Large Corporation
BRANDING FOR STARTUPS 
The spectrum 
Personal Corporate 
JOHN SMITH, CPA
BRANDING FOR STARTUPS 
A solopreneur must feel a personal connection to their brand identity. 
Solopreneurs
To Do: 
BRANDING FOR STARTUPS 
Do you like your name, logo, 
web site? 
Does it feel right to you ?
BRANDING FOR STARTUPS 
Startup Identity = Founder(s) Identity 
Startup=Founder 
>
To Do: 
BRANDING FOR STARTUPS 
Bios for founders on web site 
Professional headshot
BRANDING FOR STARTUPS 
The Two-Sided 
Factor of Branding
BRANDING FOR STARTUPS 
It’s not all about you 
Did it even register? 
How your message is received may different than how it was presented. 
It is not all in your control. 
Branding is creating a unique 
name and image for a product 
in the consumers’ mind.
BRANDING FOR STARTUPS 
Send & Receive 
The identity you build + perceptions of others = your brand
BRANDING FOR STARTUPS 
Identity vs perception 
Fly the friendly skies
BRANDING FOR STARTUPS 
The image they are pushing
BRANDING FOR STARTUPS 
The image they are pushing
BRANDING FOR STARTUPS 
The image they are pushing
BRANDING FOR STARTUPS 
The image they are pushing
BRANDING FOR STARTUPS 
Customer Perception
BRANDING FOR STARTUPS 
Customer Perception
BRANDING FOR STARTUPS 
Customer Perception
BRANDING FOR STARTUPS 
Customer Perception
To Do: 
BRANDING FOR STARTUPS 
Ensure customer experience 
matches brand promise
BRANDING FOR STARTUPS 
Make Your Brand 
Work for You
BRANDING FOR STARTUPS 
Consistency 
Consistency. Repetition. Think beyond your logo.
BRANDING FOR STARTUPS 
Confused, Weak Brand Image 
Corporate 
Identity
BRANDING FOR STARTUPS 
Confused, Weak Brand Image 
Corporate 
Identity 
Web design
BRANDING FOR STARTUPS 
Confused, Weak Brand Image 
Corporate 
Identity 
Web design 
Marketing 
copy
BRANDING FOR STARTUPS 
Corporate 
Identity 
Web design 
Social 
Media 
Confused, Weak Brand Image 
Marketing 
copy
BRANDING FOR STARTUPS 
Corporate 
Identity 
Web design 
Social 
Media 
Sales 
Process 
Confused, Weak Brand Image 
Marketing 
copy
BRANDING FOR STARTUPS 
Corporate 
Identity 
Web design 
Social 
Media 
Sales 
Process 
Customer 
Experience 
Confused, Weak Brand Image 
Marketing 
copy
BRANDING FOR STARTUPS 
Corporate 
Identity 
Web design 
Marketing 
copy 
Social 
Media 
Sales 
Process 
Customer 
Experience 
Founder 
Confused, Weak Brand Image
BRANDING FOR STARTUPS 
Consistent Branding 
Corporate 
Identity
BRANDING FOR STARTUPS 
Consistent Branding 
Corporate 
Identity 
Web design
BRANDING FOR STARTUPS 
Consistent Branding 
Corporate 
Identity 
Web design 
Marketing 
copy
BRANDING FOR STARTUPS 
Consistent Branding 
Corporate 
Identity 
Web design 
Social 
Media 
Marketing 
copy
BRANDING FOR STARTUPS 
Consistent Branding 
Corporate 
Identity 
Web design 
Social 
Media 
Marketing 
copy 
Sales 
Process
BRANDING FOR STARTUPS 
Consistent Branding 
Corporate 
Identity 
Web design 
Social 
Media 
Marketing 
copy 
Sales 
Process 
Customer 
Experience
BRANDING FOR STARTUPS 
Corporate 
Identity 
Web design 
Social 
Media 
Marketing 
copy 
Founder 
Sales 
Process 
Customer 
Experience 
Consistent Branding
To Do: 
BRANDING FOR STARTUPS 
Look objectively at your 
brand from identity, to 
message to service.
BRANDING FOR STARTUPS 
When to Invest 
in Branding
BRANDING FOR STARTUPS 
Investors may not care about your brand. 
Branding is a problem that can be solved. 
Customers vs investors
BRANDING FOR STARTUPS 
Polish your brand before you reach the market on a large scale. 
It can be hard to overcome poor first impressions 
Customers vs investors
BRANDING FOR STARTUPS 
A well-crafted brand identity will grow with your business 
It will be an asset to your business. 
Customers vs investors
Emily Brackett 
President, Visible Logic 
www.visiblelogic.com 
Design+business blog: visiblelogic.com/blog 
Questions?
Emily Brackett 
President, Visible Logic 
www.visiblelogic.com 
Design+business blog: visiblelogic.com/blog 
Looking for feedback 
on your name, tagline, 
web site or other materials? 
Joining our online Branding Mastermind Workshop 
Monday, October 20, 2014 
3:00-4:30 pm (Eastern) 
Fee: $29 $20 
http://bit.ly/branding-mastermind
Emily Brackett 
President, Visible Logic 
www.visiblelogic.com 
Design+business blog: visiblelogic.com/blog 
Questions?

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Branding for Startups: Build your brand to attract customers and investors

  • 1. BRANDING FOR STARTUPS Build your brand to attract customers and investors. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog
  • 2. BRANDING FOR STARTUPS Build your brand to attract customers and investors. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog
  • 3. BRANDING FOR STARTUPS What is Branding?
  • 4. BRANDING FOR STARTUPS Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  • 5. BRANDING FOR STARTUPS Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding? Different Recognizable
  • 6. BRANDING FOR STARTUPS The distinct name for your product, service or organization Name becomes your logo URL Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  • 7. BRANDING FOR STARTUPS Your logo Other key visuals: photography, color, typography Tone of voice Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  • 8. BRANDING FOR STARTUPS Did it even register? How your message is received may different than how it was presented. It is not all in your control. Branding is creating a unique name and image for a product in the consumers’ mind. What is Branding?
  • 9. BRANDING FOR STARTUPS Why Invest in Branding?
  • 10. BRANDING FOR STARTUPS Charge a premium
  • 11. BRANDING FOR STARTUPS Make selling easier
  • 12. BRANDING FOR STARTUPS It can improve any business
  • 13. BRANDING FOR STARTUPS • Attract better clients / customers • Charge a premium for products / services • Close sales more easily • Reduced marketing costs (eventually) • Greater value when selling the business Why Invest in Branding
  • 14. Poll BRANDING FOR STARTUPS What stage is your startup at? Pre-buying product development No or low revenue In the marketplace
  • 15. BRANDING FOR STARTUPS Differentiation
  • 16. BRANDING FOR STARTUPS What makes you unique? Branding is creating a unique name and image for a product in the consumers’ mind. Different Recognizable
  • 17. BRANDING FOR STARTUPS Competitor No.1 Competitor No.4 Competitor No. 2 Competitor No.3 Competitive Landscape
  • 18. BRANDING FOR STARTUPS Competitor No.1 Competitor No.4 Competitor No. 2 Competitor No.3 Your Brand Competitive Landscape
  • 19. BRANDING FOR STARTUPS Differentiate Competitor No.1 Competitor No.4 Competitor No. 2 Competitor No.3 Your Brand
  • 20. To Do: BRANDING FOR STARTUPS Identify your competitors Find your differentiators
  • 21. To Do: BRANDING FOR STARTUPS Geography, Buyers, Price,
  • 22. To Do: BRANDING FOR STARTUPS Geography, Buyers, Price, Features Benefits,
  • 23. To Do: BRANDING FOR STARTUPS Geography, Buyers, Price, Features Benefits, What about the DIY’ers?
  • 25. BRANDING FOR STARTUPS Your name is critical The distinct name for your product, service or organization Name becomes your logo URL Branding is creating a unique name and image for a product in the consumers’ mind.
  • 26. BRANDING FOR STARTUPS Get it right. Your name is the hardest thing to change in a brand identity. Prevent confusion. Long term
  • 27. BRANDING FOR STARTUPS 1. Easy to say or pronounce 4 Must’s for a strong brand name
  • 28. BRANDING FOR STARTUPS 1. Easy to say or pronounce 2. Memorable and distinct 4 Must’s for a strong brand name
  • 29. BRANDING FOR STARTUPS 1. Easy to say or pronounce 2. Memorable and distinct 3. Does not cause confusion 4 Must’s for a strong brand name
  • 30. BRANDING FOR STARTUPS 1. Easy to say or pronounce 2. Memorable and distinct 3. Does not cause confusion 4. Relevant domain name is available 4 Must’s for a strong brand name
  • 31. To Do: BRANDING FOR STARTUPS Is your name right? If not, fix it.
  • 32. To Do: BRANDING FOR STARTUPS List adjectives to describe yourself and your offering
  • 33. To Do: BRANDING FOR STARTUPS Think of objects or feelings that express this.
  • 34. BRANDING FOR STARTUPS New Yoga Studio in Portland Maine High-touch style Calm environment Unique & beautiful studio on the waterfront Thoughtful, full mind & body approach A place and practice to destress (not power yoga) Example
  • 35. BRANDING FOR STARTUPS New Yoga Studio in Portland Maine High-touch style Calm environment Unique & beautiful studio on the waterfront Thoughtful, full mind & body approach A place and practice to destress (not power yoga) Still Water Yoga Example
  • 36. To Do: BRANDING FOR STARTUPS Is your name right? Not sure? Joining our online Branding Mastermind Workshop Monday, October 20, 2014 3:00-4:30 pm (Eastern) Fee: $29 $20 http://bit.ly/branding-mastermind
  • 37. BRANDING FOR STARTUPS The Importance of Design in Branding
  • 38. BRANDING FOR STARTUPS Developing a unique image Your logo Other key visuals: photography, color, typography Tone of voice Branding is creating a unique name and image for a product in the consumers’ mind.
  • 39. BRANDING FOR STARTUPS We are visual beings
  • 40. BRANDING FOR STARTUPS We are visual beings Recognition starts the process of know me, like me, trust me Visual Identity is at its Core
  • 41. BRANDING FOR STARTUPS Design vs. Branding Good design Readable fonts Good use of color High quality imagery A “template” might work Consistent brand identity Corporate fonts Corporate colors Recognizable design elements A template will not work Tone and voice goes beyond design elements Design and voice can be seen / heard in other applications (consistency)
  • 42. BRANDING FOR STARTUPS 1. Distinct from competitors 5 Must’s for your logo
  • 43. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 5 Must’s for your logo
  • 44. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 5 Must’s for your logo
  • 45. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 4. Works in the places, sizes, shapes YOU need 5 Must’s for your logo
  • 46. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 4. Works in the places, sizes, shapes YOU need 5. Looks professionally designed 5 Must’s for your logo
  • 47. BRANDING FOR STARTUPS 1. Distinct from competitors 2. Memorable 3. Easily reproducible 4. Works in the places, sizes, shapes YOU need 5. Looks professionally designed It does NOT need to be a symbol 5 Must’s for your logo
  • 48. To Do: BRANDING FOR STARTUPS Does your logo match your adjectives?
  • 50. To Do: BRANDING FOR STARTUPS Professionally designed logo Vector files Additional visual library
  • 51. BRANDING FOR STARTUPS Personal vs. Corporate Branding
  • 52. Poll BRANDING FOR STARTUPS What type of business are you starting? Solopreneur, consultant Service-based business Hard product Technology, software or electronic product Retail, restaurant
  • 53. BRANDING FOR STARTUPS The spectrum Personal Corporate Consultant Freelancer Public Speaker Hair Stylist Person who owns more than one business Real Estate Broker Financial Planner Insurance Rep Small Business Owner Large Corporation
  • 54. BRANDING FOR STARTUPS The spectrum Personal Corporate JOHN SMITH, CPA
  • 55. BRANDING FOR STARTUPS A solopreneur must feel a personal connection to their brand identity. Solopreneurs
  • 56. To Do: BRANDING FOR STARTUPS Do you like your name, logo, web site? Does it feel right to you ?
  • 57. BRANDING FOR STARTUPS Startup Identity = Founder(s) Identity Startup=Founder >
  • 58. To Do: BRANDING FOR STARTUPS Bios for founders on web site Professional headshot
  • 59. BRANDING FOR STARTUPS The Two-Sided Factor of Branding
  • 60. BRANDING FOR STARTUPS It’s not all about you Did it even register? How your message is received may different than how it was presented. It is not all in your control. Branding is creating a unique name and image for a product in the consumers’ mind.
  • 61. BRANDING FOR STARTUPS Send & Receive The identity you build + perceptions of others = your brand
  • 62. BRANDING FOR STARTUPS Identity vs perception Fly the friendly skies
  • 63. BRANDING FOR STARTUPS The image they are pushing
  • 64. BRANDING FOR STARTUPS The image they are pushing
  • 65. BRANDING FOR STARTUPS The image they are pushing
  • 66. BRANDING FOR STARTUPS The image they are pushing
  • 67. BRANDING FOR STARTUPS Customer Perception
  • 68. BRANDING FOR STARTUPS Customer Perception
  • 69. BRANDING FOR STARTUPS Customer Perception
  • 70. BRANDING FOR STARTUPS Customer Perception
  • 71. To Do: BRANDING FOR STARTUPS Ensure customer experience matches brand promise
  • 72. BRANDING FOR STARTUPS Make Your Brand Work for You
  • 73. BRANDING FOR STARTUPS Consistency Consistency. Repetition. Think beyond your logo.
  • 74. BRANDING FOR STARTUPS Confused, Weak Brand Image Corporate Identity
  • 75. BRANDING FOR STARTUPS Confused, Weak Brand Image Corporate Identity Web design
  • 76. BRANDING FOR STARTUPS Confused, Weak Brand Image Corporate Identity Web design Marketing copy
  • 77. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Confused, Weak Brand Image Marketing copy
  • 78. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Sales Process Confused, Weak Brand Image Marketing copy
  • 79. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Sales Process Customer Experience Confused, Weak Brand Image Marketing copy
  • 80. BRANDING FOR STARTUPS Corporate Identity Web design Marketing copy Social Media Sales Process Customer Experience Founder Confused, Weak Brand Image
  • 81. BRANDING FOR STARTUPS Consistent Branding Corporate Identity
  • 82. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design
  • 83. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Marketing copy
  • 84. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Social Media Marketing copy
  • 85. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Social Media Marketing copy Sales Process
  • 86. BRANDING FOR STARTUPS Consistent Branding Corporate Identity Web design Social Media Marketing copy Sales Process Customer Experience
  • 87. BRANDING FOR STARTUPS Corporate Identity Web design Social Media Marketing copy Founder Sales Process Customer Experience Consistent Branding
  • 88. To Do: BRANDING FOR STARTUPS Look objectively at your brand from identity, to message to service.
  • 89. BRANDING FOR STARTUPS When to Invest in Branding
  • 90. BRANDING FOR STARTUPS Investors may not care about your brand. Branding is a problem that can be solved. Customers vs investors
  • 91. BRANDING FOR STARTUPS Polish your brand before you reach the market on a large scale. It can be hard to overcome poor first impressions Customers vs investors
  • 92. BRANDING FOR STARTUPS A well-crafted brand identity will grow with your business It will be an asset to your business. Customers vs investors
  • 93. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog Questions?
  • 94. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog Looking for feedback on your name, tagline, web site or other materials? Joining our online Branding Mastermind Workshop Monday, October 20, 2014 3:00-4:30 pm (Eastern) Fee: $29 $20 http://bit.ly/branding-mastermind
  • 95. Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog Questions?