What's your name, and how do people recognise you?

What it's about

Your brand is your shop sign in a busy lane. It includes the name, the colours, the type and the way you talk. And the sign mustn't look like the shop next door. That's why you check your name before you paint it on a sign.

What you'll learn

• How to say in three sentences what you stand for
• How to find a tone that suits you and your customers
• How to collect names and check whether they're free: trademark register, Handelsregister (Swiss commercial register), domain
• Why at the start a name in a nice typeface is enough as a logo

How you go about it

1. With your AI, you write down the core of your brand and your tone.
2. Together you collect names and make a shortlist.
3. You check the names on Swissreg, in the Handelsregister and for the domain, and do a say-it-out-loud test with real people.
4. You choose colours, type and a simple logo.
5. Everything goes into docs/marke.md with a date.

Done when

• the file docs/marke.md with core, tone, name, checks and look is in your project.