3) Is it believable? Can you keep promise you're making? For example, if your benefit message centers on “superior service,” do you understand what your customers’ expectations are? Are you committed to making good on this promise over time? . 4)Is it unique? Often there are many providers of a product or service. How do you set yourself apart from rest of pack?

5)Is it concrete and easy to understand? If you ask your audience to think too hard, they probably won't! Simple, straight-forward messages work best.

6)Is it in your own words? If you’re going to be saying this as an introduction to your business, you need to be comfortable with words and phrasing. Practice saying messages out loud to test them.

7)Is it attention-grabbing? You can’t bore someone into buying! Use words that demonstrate your passion, your understanding of client needs. Use words that engage interest.

Test your message with prospects. Watch for their reactions. Ask what they like and don’t like. You might get stuck. If that happens, a marketing and communications consultant can craft alternative benefit statements, provide an objective viewpoint, even handle up-front research.

But a well-designed logo, defined company colors and a tag line that delivers your benefit message are ONLY beginning. Now you need to roll out that identity in all your marketing communications.

Here’s a quick checklist of places where your logo, company colors and tag line may be used. Hope it helps keep your identity crisp, clear and consistent.

1)BUSINESS STATIONERY – letterhead, envelopes, labels, etc. 2)BUSINESS CARDS – use one design consistently 3)SIGNS – on, around and in buildings 4)VEHICLES – trucks, delivery vans, service vehicles 5)PRODUCTS 6)ADVERTISING – all types 7)LITERATURE 8)MAILERS 9)WEB SITE 10)DIRECTORY LISTINGS 11)TRADE SHOW DISPLAYS 12)FORMS 13)BADGES 14)UNIFORMS 15)PROMOTIONAL ITEMS – clothing, coffee mugs, you name it 16)POINT-OF-PURCHASE DISPLAYS/MATERIALS