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Aaron Keller

Aaron Keller

Guest Writer / Managing Principal, Capsule
Aaron Keller is a founding partner and the managing principal of Capsule, a brand design agency in Minneapolis. He has lead brand development, strategy, research and naming for more than 15 years, working with brands as large as Jack Daniel's, Target and 3M, and as small as one-person startups. He has written two books on the subjects of logo and package design: Design Matters//Logos and Design Matters//Packaging.

More From Aaron Keller

Naming a Business

A Great Name Tells You More Than Just What the Company Does

It sets the foundation for the customer relationship, establishes leadership and separates the business from the competition.
Naming a Business

6 Memory Factors to Consider as You Craft Your Business Name

Keeping in mind the process of encoding and storing, here are a few methods to consider when starting up.
Naming a Business

Your Brand Depends on Your Great Business Name Being Protected

Here are six strategies to craft a name that grabs attention, but not for legal reasons.
Selling a Business

Ramping Up the Curb Appeal as You Plan to Sell Your Business

Do a thorough inventory of such things as the company's brand assets and messaging to assure the highest value upon a transition in ownership.
Social Media Marketing

Don't Just Have Social-Media Conversations, Design Them

Consider these four elements as you plan your strategy to engage with potential customers.