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Read More Great Marketing Articles
Revitalize Your Brand For A Better (And More Profitable) New Year
Page 2
• The Identity Crisis
This is perhaps the most dreaded category of branding dilemmas. It happens when a company’s core competency evolves to the point where they are basically in an entirely new business. In this scenario nearly everything in their business has changed over the past several years - except for their name. For instance a web hosting company may gradually transition to providing offline IT consulting. But with “web” in the name, they would forever be fighting to explain their new niche. Imagine if 3M had not re-branded and stayed with their original name… Minnesota Mining and Manufacturing. It would take more than a Post-it note to make that name stick.
Keeping a brand healthy is really no different than keeping yourself healthy. It just requires a few checkups and some simple exercises. Make sure to ask yourself, your current customers and potential customers, if your name, tag line and logo really reflect where you are as a company. Does the name evoke the right feeling and make them want to know more? Or does it mislead them, confuse them and require constant explanation. The first few seconds of an introduction are the most valuable real estate in the branding world. Make sure your brand image is healthy and vibrant and you’ll not only liven up the business, you’ll revitalize the bottom line.
Return to Page 1
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.
Page 2
• The Identity Crisis
This is perhaps the most dreaded category of branding dilemmas. It happens when a company’s core competency evolves to the point where they are basically in an entirely new business. In this scenario nearly everything in their business has changed over the past several years - except for their name. For instance a web hosting company may gradually transition to providing offline IT consulting. But with “web” in the name, they would forever be fighting to explain their new niche. Imagine if 3M had not re-branded and stayed with their original name… Minnesota Mining and Manufacturing. It would take more than a Post-it note to make that name stick.
Keeping a brand healthy is really no different than keeping yourself healthy. It just requires a few checkups and some simple exercises. Make sure to ask yourself, your current customers and potential customers, if your name, tag line and logo really reflect where you are as a company. Does the name evoke the right feeling and make them want to know more? Or does it mislead them, confuse them and require constant explanation. The first few seconds of an introduction are the most valuable real estate in the branding world. Make sure your brand image is healthy and vibrant and you’ll not only liven up the business, you’ll revitalize the bottom line.
Return to Page 1
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.