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The 5 Keys To Creating A Captivating Brand

Hello Brilliant Founder,

Welcome to our latest FREE resource, created exclusively for MD9 clients. If you need help click “meet Adi” to book your next call. If you would like have Adi Soozin’s latest growth hacking strategies & other content sent directly to your inbox, drop in your email below.

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It all starts with customer data. If you don’t know what will draw your customers in and make them feel safe to buy from you, check out my customer data checklist here, or schedule a call with me here,

Once you know what your customers are looking for, you’re ready to build your brand.

1. Strategically choose an archetype

The first key to creating a powerful startup brand is choosing a brand archetype that your ideal customer strongly resonates with

Why should this be the first step? In the words of Scott Jeffrey…

“Archetypes are at the core of effective marketing. They provide the most powerful way to attract the right customers. But archetypes are often misunderstood”

Scott Jeffrey

If you wanted to know how I design and re-design startups for rapid growth, I start with looking at 1. Their customer data & 2. Their brand’s identity.

If you need help figuring out which data to look at, you can view my customer data checklist here (quick heads up, this is the checklist that I use for all revenue generating business decisions, not just branding decisions).

The data driven decisions start with the archetype, which should depend partially on your founder’s core fascination advantage (take the quiz here) and partially on your target market’s psychographic segmentation. So let’s dive in to how you can choose an archetype that will fuel the growth of your startup… Sparkol has, what I believe is, the best explanation of the 12 brand archetypes; which is why I embedded their video for you, right here #feelLoved.

If you do not know what a fascination advantage is, check out this FREE workbook, or watch the short playlist below.

2. Strategically choose a short & easy company name

The video below will run you through a few simple steps to help you create a short-list of names. Don’t just pick one, create a list of at least 10. I’ll explain why after the video.

We live in a digital age where brand names are no longer a quick & easy choice. Why? Take your list of brand names over to NameChk.com type in the first one. The statistical likelihood of that name being available across all of the platforms you need to be on, is extremely low. Continue to type names from your list into the Namechk search bar until you find the one that has the most platforms available. Once you’ve found one, quickly grab ALL of the relevant URLs & usernames on those platforms.


When I was in college I had a buddy who would squat on domain names and social media usernames to make money. Yes, this is one of the many ways that others make money by becoming your startup’s next obnoxious obstacle. To prevent this, grab your domain from NameCheap.com the second you find a good one, then run around to get all of the social handles. Block off an hour to do all of this in ONE sitting, you won’t regret it.

3. Strategically choose company colors

The “magical ratio” is 60 – 30 -10.

If you’re sitting at your desk with your jaw dropped to the floor right now because you just realized that rapid startup growth is an obscenely calculated science: from the color ratios, to the ever changing social media algorithmic rules, you’re not alone. It took a decade for me to learn all of this, and now you might have a better understanding of why people are willing to pay more than $1000 an hour to learn just what they need to hit their next goal. If you want the same help so you can focus on running your business, while my team & I make sure the thousands of tiny boxes are checked to prime for your rapid growth, click here to learn more about working with MD9.

If you’d rather DIY, let’s get back to the riveting discussion of company colors. 60% of your color scheme should be a neutral color like #f3f3f3 or #ffffff (if you don’t know what those mean open this link & drop those hexadecimal codes in), 30% should be your brand’s main color (checkout this Pinterest board to find the easiest color to help you quickly build trust within your industry) and 10% should be your highlight color (the color you use on your buttons).

If you are looking for a few tools to help with your next color choosing project, these are a few of my favorites: To start, I recommend checking out the Pantone Color Intelligence Trend Reports to see the trends for this past year (yes, this is a growth hack that can slash your customer acquisition costs). Next, I suggest browsing palettes that contain the recently trending colors at one of these sites: Coolors, Material PaletteLOL PalettesUI GradientsColor Hunt Palettes & https://flatuicolors.com/. Then, play with individual colors using Coolors, Paletton & 0 to 255. If you get totally stuck & this guide on The 5 Keys to Creating a Captivating Brand, does not answer your questions, call me.

4. Strategically design your company logo

There are countless opinions on what constitutes the perfect logo design. As someone who looks for the path to the fastest win, I don’t really like to spend loads of time building brand awareness and trust for an elaborate design, when I can choose a design that follows this strange list of things that make people trust a new brand faster:

  1. As I mentioned in the last section, your “30-color” should be in the same arena as the rest of the companies in your industry. Checkout my Pinterest board on the Psychology of colors for help.
  2. Choose a symmetrical logo. For whatever reason, we humans, trust symmetrical logos faster than a-symmetrical ones. Aside from this, they’re also easier to print and easier to make embroidered & vinyl cut outs with, if you like to DIY … don’t be embarrassed. I do my own vinyls and embroidered work sometimes …. let’s be honest. After several intense hours on the computer it’s amazingly relaxing to do something with your hands for a change).

If you want a pro to design your logo for you, I like this company because they save me loads of time be designing the logo, business cards & all business related stationary for me.

PS: they have an option to include your first batch of business cards.

5. Strategically choose your fonts

If my recommended vendor did not design your business stationary, then it’s time for you to choose a font set… and yes, I also created a Pinterest board that is dedicated to fonts. Btw, using Pinterest boards like the ones mentioned throughout this guide have have made working with an ever growing remote team exponentially easier for MD9.co. Feel free to use them as a reference with your own remote team.

So, if you decided to choose your own font sets, here are the general rules I follow:

  1. I don’t use custom fonts. You need to invest time into making sure that they load across every type of browser & mail client and when they do load, they can have a negative impact on your SEO as they impact your website’s load speed.
  2. Pick one font that is great for main headers.
  3. A second, thinner font for sub-headers.
  4. A third one that is easy to read, for body text.

If you want a bit more guidance, here’s a video on “how to choose fonts” created by a graphic designer who worked with big brands like Budweiser.

Tools to help with this:

  1. Test, compare, select and design with over 2800 web fonts at Type Tester.
  2. Here is “A Pocket Guide to Master Every Day’s Typographic Adventures”
  3. If you are hell bent on making more work for yourself, you can find custom premium fonts over here.
  4. If you’ve got enough on your to-do list and want to keep this simple, here is a list with samples of the 80 best free fonts for designers.
  5. Checkout & bookmark Google Fonts & Font Squirrel, you will most likely use both quite a bit throughout your entrepreneurial career.
  6. If you get totally stuck, call me.

BONUS: If you’ve decided to design your own business cards…

The last item I’d add to your task list is the standardization of your company’s business cards. Some people like to treat them like that cheat sheet you were allowed to bring into exams in middle school. JUST BECAUSE IT ALL FITS ON THE CARD DOESN’T MEAN YOU SHOULD PRINT IT LIKE THAT 🤦‍♀️

The Logo Company has the great bundled offer I mentioned earlier, they will design your logo and business stationary all for you.

If you are committed to designing your own business cards, Envato Elements (my favorite design & plugin platform), has a few hundred templates to help you get started. If you’d like a board to go with this, checkout this Pinterest board and checkout the list of general rules I follow:

  1. The logo NEEDS to be on the cards
  2. If the target market is over the age of 50, the font isn’t smaller than 20px and the colors are light & neutral (this rule doesn’t apply when targeting a younger demographic).
  3. If you want people to connect on LinkedIn or perform some other action, drop a QR code onto the back of the business cards.

This post was written by Adi Soozin of MD9.co. If you enjoyed this post and would like to see more like this: follow MD9 on Telegram, or drop your email in below to receive our Pineapple Report (1 – 2 times each month). The Pineapple Report contains exclusive updates, founder invitations and Adi’s latest password protected growth hacking strategies.

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