Welcome to the quick course visual hammer. I'm glad you're here because it means you're serious about what it takes to start a real new business, and that you want to know more about how to create a great new business. It also means you're in a hurry. So in this course, I'm going to quickly help you figure out how to nail your brand into the mind of your prospective customers. Let's get going. The source comes from Laura Reese's excellent visual hammer book highly recommended.

We'll focus on what one is that is a visual hammer and the good ones and the bad ones some real examples and then show you how to create one for yourself. That's a visual hammer. real power. The ultimate objective of a marketing campaign is to own a word in the mind. vanishing messages means Snapchat ride sharing is what Uber owns. It's part of the process of positioning against the competition.

So your brand is reinforced with a slogan you have is your battle cry and your visual hammer. To make your hammer start by creating your positioning in the marketplace, that's what's going to be nailed into the mind of your prospective customers. Then go on to express the essence of your strategy verbally. It's a single word or a concept that you're going to nail in the mind. And then make the hammer that visualizes your verbal idea, one that will trigger emotions. The purpose is to nail your brand into the mind with the emotional power of a visual The emotion is the glue that holds the concepts in the mind for years, even decades.

Visuals are emotional words are not. You need a visual. That's what a brand needs. It's a visual that reinforces its verbal positioning concept. The nail secures the position in the mind whereas the visual hammer is the tool that hammers the position into the consumers mind. That's a visual, reinforcing vanishing messages.

And you know, instantly, it's Snapchat. There are 10 hammers that you can use. Perhaps one of them will be ideal for your startup visual hammer. Simple is better than complex. The American Red Cross Target stores, Mercedes Benz Hewlett Packard computers and Gatorade. simple, clear rememberable if you're going to use a color be the opposite.

The Masters August Georgia championship number one winner gets the green jacket Mary Kay cosmetics use pink. The famous Tiffany blue Christine Louboutins red soles Federal Express presses combination of purple and orange. Apple chose white and red bull chose blue The product can be an ideal hammer. Everyone knows that's a Rolex. That's surprise that's lifesavers. And those are crocs.

Packaging is very different. Take a look at legs. Tropical Tropicana, pure premium orange juice, orange with a Strine vitamin water, different colored bottles and brochures. Swing top. founders name can be natural born hammers. You can use a visual hammer to visualize the invisible, traveler's umbrella and all states.

Good Hands Celebrities work well with you got Madden, Electronic Arts and National Football League. Games have won big with that celebrity. But I'm afraid you sent your head to drop Tiger Woods. Animals can work as well. The famous bird for Twitter, the long enduring Jaguar. And of course the humorous quacking duck for Aflac.

You can put heritage to work as well as Fargo did with the famous stagecoach. combinations of colors and simplicity can make powerful visual hammers. There are the 10 hammers that you can use. They're available to you one of them or some combination can create a powerful hammer for you. Start by creating your positioning that is what you will nail into the mind of the prospective customer, express it in a single word or concept, that's the nail and then make that hammer that visualizes and triggers emotions of your verbal idea. That's where it belongs as part of the process.

It's important, it's powerful. Do it well. Go to the source for more detail. And let's get going. I'd love to see what you create. I'm heading back to start one now.com.

One of the other related presentations of these courses is probably waiting for you as well. I look forward to seeing you there.