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• Introduction
• Idea Generation
• Market Research
• Marketing & Branding
• Financial Literacy
• Financial Literacy II
• The Pitch & Storytelling
• Business Planning
• Legal Considerations

What is brand identity and why is it important?

• Differentiation, connection and experience.
• Design and messaging a company uses to communicate with its audience.
• Visual elements, messaging, personality.

Outlining the business idea.

• Brief description
• Mission statement
• Vision statement
• Core values

Know your target audience.

• Determine characteristics: Who will benefit from your product/service?
• Create a customer persona: Gather demographics of the ideal customer. Analyze competitors’ pricing strategy. Next steps include developing your visual branding, marketing channels, product features, setting your social media tone and website design.

Understand some brand design basics.

• Brand Personality
• Logo
• Colors
• Typography
• Voice and Tone
• Imagery
• Consistency

The 4 Ps of marketing:

• Product: What are you selling? (Define the product/service).
• Price: How much will it cost? (Consider affordability and perceived value).
• Place: Where will customers find it? (Online, local stores, etc.).
• Promotion: How will you spread the word? (Social media, word-of-mouth, posters).

Develop the marketing plan:

• List 4 P’s
• Pick marketing channels
• Pitch

What is marketing?
Marketing is the process of promoting and selling products or services, including market research, advertising, and customer engagement. It focuses on how you reach and attract your audience through different strategies and platforms. Introduction questions to consider:

• What type of audience does your business cater to?
• What social media platforms does your audience use the most? Example: email marketing, social media (Twitter, LinkedIn, Instagram, Tiktok, facebook)

Types of marketing, based on business model:

Brick-and-mortar business: Local businesses with physical locations often rely on in-person events for milestones or product launches, special deals for local customers and community partnerships and word-of-mouth marketing.

Online business: Digital-first businesses typically capitalize on holiday sales, birthdays, and seasonal promotions, email marketing, posting on social media, and paid social media ads and in  some cases: influencer partnerships and viral campaigns

Choosing the right marketing channels:

• Best platforms for this audience: Instagram, TikTok, and Facebook.
• Why? These platforms allow for engaging visual content like before-and-after transformations, customer testimonials, and educational skincare videos.

Creating a marketing plan (including email marketing):

Social media strategy:

• Post short, engaging videos (TikTok/Reels) showcasing treatments 3X a week.
• Share testimonials and skincare tips on Instagram Stories Every Day.
• Utilize Facebook groups and ads to target local customers Occasionally.

Email marketing strategy:

• Monthly newsletters featuring new treatments, special promotions, and customer success stories.
• Automated birthday discounts to encourage repeat visits.
• Exclusive “VIP” membership perks for subscribers.

How you can use this case study for your business:

Now that you have seen an example, it’s time to apply these strategies to your own business. Take a moment to consider how you can use the marketing channels we’ve discussed and draw up a short marketing plan tailored to your goals. Keep in mind, it may take time to see results—consistency is key. Start with a few of these strategies, test them out, and refine them as you go.

Branding is how your business is perceived by the public. Your brand is what sets you apart, builds trust, and fosters recognition. It’s not just about what your business sells, but how you make your audience feel and how they connect with your values. It includes:

• Your name
• Logo
• Messaging
• Overall identity.

 Establishing your brand online

Your website: A professional website is crucial—it serves as the digital hub for your brand. Think of it as your storefront, but in the digital world. It’s where people can learn about you, see what you offer, and take action. There are several platforms that make website creation easy and affordable, including:

• Squarespace
• Wix
• Shopify
• WordPress

Key elements of a website include:

• About: This is where you tell your brand story, introduce your values, and connect emotionally with visitors.
• Contact information: A clear way for people to reach you, whether it’s through an email, phone number, or a booking form.
• Location: If you have a physical location, make it easy to find your address and business hours.

Email signup: Building an email list is key to growing your business. Make it easy for visitors to subscribe to your newsletter or updates.

Social media: You don’t need to be everywhere on social media—just focus on the platforms your target audience uses most. Whether that’s Instagram, X (formerly Twitter), TikTok, or Facebook, choose platforms that align with your audience’s habits. If you’re just starting out:

• Instagram: Great for visual businesses, showcasing your products, services, and behind-the-scenes content.
• X (formerly Twitter): Useful for sharing updates, engaging in conversations, and building thought leadership.
• TikTok: Perfect for short-form video content that can go viral and engage a younger demographic.
• Facebook: Still a solid platform for local businesses and targeted ads.

Designing your brand identity

Logo and visuals: Your logo is one of the first things people will notice about your business, so it should reflect your brand’s personality. The colors and design of your logo help create recognition and consistency across all your channels. If you’re starting from scratch:

Logo creation tools (requires purchase):

• Looka
• Shopify Hatchful LogoMaker

FREE logo creation tools include ChatGPT/ Other AI Image Tools.

DIY logo design, both free or paid versions:

• Canva
• Marq
• Adobe Express

Color scheme and fonts: Choosing your brand’s colors and fonts is essential for creating a cohesive identity. Stick to a limited color palette (3-4 colors) that reflect the mood and message of your brand. The same goes for fonts—pick 1 or 2 fonts that you’ll use consistently across your website, social media, and marketing materials. Remember to use fonts and colors that are accessible to people with visual accommodation needs. High contrast, font size, and use of images to pair with words can help with accessibility.

Social media graphics and consistency: Every post, graphic, or story you share should align with your brand’s visual identity. This helps create a consistent experience for your audience. If you’re making graphics for social media:

• Use your chosen fonts and colors.
• Keep your branding consistent with every post so people instantly recognize your content when they scroll through their feed.

Social media management as part of your branding: Your social media presence is an extension of your brand. Everything you post—whether it’s an image, video, or text—needs to align with your branding strategy. Consistency is key in building a trustworthy and recognizable brand.

By regularly posting content that reflects your brand’s personality, you will help your audience feel more connected to your business and ultimately drive more traffic to your website.