Business Branding for the Little Guys

From the Blogsquad's radio show with Liz Goodgold. http://duhmarketing.com

In testimonials, make sure there's a context: name, age possibly, location, "small business owner."

Make a polarizing step: some will love you, and others will hate you.

Brand your name. Also, more people will remember a book's title than a person's name.

Naming architecture:
Make sure each product or service relates to the other. A is for Alibi, B is for Burger. Chicken Soup, etc.
Second book should build upon first book

Speaker says women are okay with the whimsical, while men are more straight to the point, keep both points in mind.
S's are more feminine. Hard sounds (like Die Hard) more male. So combine both for everyone.

Tag lines are part of brand, should stay forever. Opposites are nice (Expect more, pay less). In the present tense. Moving you from expert to author. Moving (ings). Juxtapositions. Think outside the bun.