Brand naming experts everywhere
Anyone can be a brand naming expert. It only takes some years of experience. An understanding of how to check the name legally. Some foresight of what gives a brand longevity and you are off.
Your brand doesn’t have a colour, tone of voice or font?
I am sure some branding expert will fix that for you straight away. The problem today is that everyone thinks the same. By all accounts a brand should have a set colour and many other pre-defined things. This is nothing new. The good old Brand Guideline books used to set some guidance on what was or not acceptable. It did what it said. It gave guidance. Today it seems commonplace to make your brand rigid and the same as everyone else’s. This results in brands blurring. None standing out and few actually achieving their vision of being recognised.
Take a look at my brand. I have a logo, the “B”. My logo can be any colour. At the moment it is black. In the future or for an event it can be any colour. The “B” symbol defines my brand. I have a name “brittan.co.uk” My name is my domain name and it is unique. No mistaking that for another.
Taking a brand from zero to hero
No one launches a new brand and expects immediate success. It takes a lot of hard work, skill, positioning, delivery and consumer appreciation to do that. All taking time. The first step is an idea, the second the name and that is where I come in. I will take the time and care to make sure your brand name and corporate identity delivers the recognition your idea and business deserves.
The brand naming game
Nothing worse than putting lots of effort into a brand only to find that someone else already owns it. I have seen this countless times. Sometimes in a trademark infringement, but it can be for other reasons too. Not only is it an expensive mistake but it can also be a catastrophic one that financially kills the business. All sounds a bit sensational but in the real world this happens. If you are in the flings of a new brand name or have one you want checking out, let me know and I will have a quick look at no cost. Remember this is not a game it is a real life professional business.
A great name plays a very important role for a brand. Remember though it isn’t a substitute for the reputation that comes with a good product or service. Brands are built upon those values firstly. A good brand name will help these stand out in a competitive market.
A brand name should resonate with consumers and be memorable. The brand naming process follows some common steps. I will simply mention them here because they are obvious.
- Set the objective
- Compile a list of names
- Remove ones that are weak
- Research (a lot)
Don’t be a branding parrot or mimic
Simply copying an existing brand or mimicking something already established will not get you very far. People are not stupid enough to be fooled by a look-a-like. This does not mean you must stay away from colours, although some world leading brands have actually registered colours. Be careful. If you are successful and get noticed these brands may take a closer look and challenge you legally.
Approach your brand naming in a professional and measured way and you may be on to something. Something that can grow into a successful product or service. Something that will stand the test of time and give your business a long and financially beneficial reward.