When creating the brand for your next venture, consider applying the "twitter test". That is, what are you going to print on your t-shirts, and will it be cool? You might have the coolest logo in the world, but a standard logo t-shirt is just plain boring - and I've got a garbage bag full of them to prove it.
Twitter, for those of you who don't know, is a SMS & web community based on the question, What are you doing? Since SMS has a built-in limit of 160 characters, it's become an amazing, short attention span-type tool that has been used for everything from live-blogging events to letting your network of friends and family know where you're at. Some are sending upwards of 20+ twitters a day!
Twitter has a simple logo, but brilliant branding. "wearing my twitter shirt" strikes immediate resonance with twitter fans, and evokes questions for those who aren't familiar with it. Their business cards have "handing out business card" on the back of them. It's clever, witty, and something that people will buy, wear, use, and talk about.
If your brand works nicely on a t-shirt, chances are that it will integrate smoothly into your advertising also. Using your brand as a verb, you can work it into a variety of headlines - for instance, consider Yahoo!'s latest branding headlines "Do you Yahoo?". Now imagine what twitter could do if it ever needed to go to print advertising one day!
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