What are the secrets to creating a great brand?
I have a dilemma:
How is it other businesses are able to create fantastic brand names which simplify what they do, whilst not sounding boring, and least of all have the web address available!?
I'm trying to create a brand/business name which will achieve all of these thing.
A brand which looks professional, sounds great, works when they try to cold call, rolls off the tongue, easy to spell/search on internet, and which is available as .com and .co.uk
I fear, I am one of many thousand people that have the same dilemma, and would welcome any thoughts you may have on branding.
The company do:
Sales and marketing into the South West of the UK, they also provide Target Account Selling method training and instruction, whilst look at business growth capability.
Key Words associated with the business:
PS. This is not my forte, I am an out and out sales person, not used to coming up with creative naming?
Any thoughts on this would be appreciated.
I came up with a method, and it focuses on specific processes and tools to build the following items:
Purpose. What the $%& is your client out there to improve or do for customers and itself?
Culture. Set of actions that define identity.
Concept. A phrase that does NOT sell a product.
Followers. Who really need or crave the whole package?
Product. Emotional delivery.
Make sure all the above are aligned, and make sense to:
and that followers are willing to pay for whatever the Concept is offering.
That should get you started.
I am a graphic designer and I am going to say the obvious about branding. Your brand isn't just your name. One way to create a great brand is to also create a great logo. Even if your business' name isn't that catchy, you can always counter-balance it with a striking logo.
There are lots of companies with boring or even strange names, but the logo carries the brand.
But as for ways to create a cool name, maybe even try making up a new word, like what Kodak did. Or try spelling things backwards and see where that goes. These are just thoughts!
Hope you figure it out!
And I hope this helped, I don't want to push the logo thing too much, but it can really help when your branding your company.
Best of luck,
I would strongly advise that you hire a noted branding firm that specialzes in your business.
Some good replies that you have got here. One thing that i can easily take from most of the replies, including Dave's link to, is that everyone is saying read The Brand Gap by Marty Neumeier.
Creating a great brand with fine script and strategic publicity may attract audience and consumers but cannot sustain the market if there is weak distribution, product quality and constant Research and Development and up gradation of the product.
Brand is only an Identity for the consumers and not the product of its own since the taste of consumers keep changing and evolved.
Remember one word: DIFFERENTIATION.
You can do everything else right, but if you don't differentiate yourself from the competition and stand out as something special you'll never got off the ground. Differentiation is the heart and soul of branding, and if you don't have it, you're dead.
We like to work to establish a brand that shows rather than just tells. Certainly the name should be short, but it's what's included in the image you deliver that counts. We produce interactive apps with enhanced layout and design. The client not only has an app they can use, but they also get some "show me" examples of (in your case, sales instruction and professional training) in video included inside the app. Good luck with your name, but remember Gertrude Stein's quote, "A rose, is a rose, is a rose." Show, don't tell.
If you find the perfect name and you find that the .com or .uk is unavailable, you can also consider purchasing the domain from the owner. Most will say no at first because they too, are quite fond of the name and what it stands for, but as a salesperson I would imagine you do not look at 'no's' as "no" and where there is a will there is a way.
If your company is worth XXXXXX and the company that owns the domain is only worth XXXX then consider giving them a percentage of profits for the domain. Lowers upfront costs and can be the swaying factor.
The answer is much longer than you have room for below. The brief version to fully understand, define and dissect all of the brand assets. Take a step back and the brand will reveal itself. I do this every day. People don't know how much they really know about their brand until I ask them the right questions.
To begin, a brand is more than a name, a brand is the space you own in audience's head. In order to develop a brand and a marketing strategy that allows you to implement, enhance, and sustain a brand you to decide NOT what your sale's proposition is but rather what your emotional value proposition is. Once place to start is finding where on Maslow's Hierarchy of Needs your offering exists.
Once you've established that hardwired need you can then figure out what your high concept big idea is that differentiates from the competition, informs your audience who you are, what you do, and why they should care. At that point you're ready to pick a name that meets the requirements governed by the need you fulfill and the strategy you're going to use to implement it.
I suggest you take a look a three e-books that layout a blueprint for following this scenario. I've listed the links below. I hope they help.
What’s The Big Idea? A Guide To Creative Marketing Communication
A Big Idea Marketing Strategy
Double Take Marketing Techniques