As you are creating your logo, brand standards, website, or next printed materials, remember:  COLOR HAS MEANING.  

Please do not choose your organization's color palette based on your favorite color.  The human brain reacts to colors in different ways.  Savvy marketers have taken that data and used it to their clients' advantage in logos, promotional materials, and in-store.

Adoption is a powerful concept.  Unlike biological parenthood where you can give up your children or disown them,  adoption is a different story.  You make a legal adoption contract to ALWAYS be their parent and and fulfill all the requirements parenthood entails.

The Bible refers to God's love for us as for that of adopted children (Ephesians 1:5).  Adoption is a big deal.  It is for keeps.

Even before we adopted our daughter, I used the word "adopt" in my branding process. 

We have all heard of the "elevator speech"  - that 30-to-60 second introductory statement with the purpose of luring the listener into a longer discussion.  That attention-getting statement is perfect for networking events or, presumably, a quick trip between floors in an elevator.

I have learned that few of us actually have an elevator speech.  And those of us who do, wish it was better.

I was checking out at Lowe's yesterday when I noticed the man at the next register.  His t-shirt included his company's name -- Advanced Security Systems. What?  Your company acronym is ASS?  Did you you think this through before you incorporated?

That got me thinking about other poor company naming choices.  The internet will provide hundred of examples - mostly crude or otherwise offensive so open with fair warning.