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6 Ways to Make Your Brand Ready to Meet the World
Posted on May 6th 2014
If you look at the market trends of today it is easy to see what is getting popular and what is gaining traction in our culture. As new companies are created, founders think of names to capture what they do and how they integrate into what everyone sees in the marketplace.
Here is a list of some things that will guide you to creating a cool brand name for your company.
1. Name and logo together
Choosing a name and a logo can often be a simultaneous process. Imagery can often be as important to a consumer as a brand name, so if your branding and marketing incorporates a unique, memorable image with a well-branded company name and slogan, it is much easier to stand out in a competitive marketplace.
Large scale examples of branding a name and logo cohesively are companies such as Apple which has used only slightly different variations of their iconic logo for over 25 years and McDonald's whose golden arches logo has become synonymous with their worldwide brand.
2. Be unique in representing you
A brand name should at least contain a thread of what business you are in. It's ok to be contemporary, but the name must endure the test of time. Lean on your tagline to do the heavy generational and tonal lifting that can change more easily and frequently. Those who you spend time with greatly influence who you are. Ask your friends, kids, or even your postal carrier to throw a few names out in conversation. It always spurs a contender.
3. Sleep on it
In creating so many names you are bound to come up with a great one. Sleep on it. Even if it is a zinger, chances are you'll stay up all night thinking about it, get insecure, and come up with a better one.
4. Ask some questions
Andrew Rosener, CEO of medioptions.com suggests eight questions to use when thinking of a cool and efficient brand name:
- What is the first impression of the name?
- Is it easy to pronounce? Less than five syllables is best.
- Does it sound credible?
- Can it be registered and protected?
- Can you purchase a website URL?
- Does it relate to your industry, or have keywords?
- Use it in multiple sentences, does it fit?
- Does it sound right?
5. Three fold approach
First, pose the question: Does one need a brand name that is literal or more conceptual in nature? One's products, services and clients can help dictate which approach is best. Second, how will that brand name work in a logo format? And third, how will that brand name work with all the marketing collateral one might use for his or her product and services?
6. Collaboration, meaning, distribution, time
When forming your brand think of these four keys: collaboration, meaning, distribution, and time.
- Collaboration: Start out by getting a small team together of 2-4 people to bounce ideas off each other.
- Meaning: In that group, think of objectives and the vision you have for your business. Decide what's important for the name to convey.
- Distribution: Going off your goals and objectives, are they U.S. or global? It has an impact on how the name will be perceived.
- Time: Usually when the right name hits, it's a bit of a eureka moment. You know it. It doesn't usually happen in the hour set aside for it. Work on it, rest a few days, and then circle back.
Creating a brand takes time. You have to consider the culture that your company will create and the objectives that you want to achieve. Getting your brand name down is the first step. As you follow these tips, you will give your startup the boost it needs.
(brand name / shutterstock)