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Read More Great Marketing Articles
Transform Your Business Name Into A Brand Name
Page 2
Slam Dunk!
...and their tag line is "Score Huge Savings Everyday!" Which of these two companies are you going to remember? Arguably the first company may have more selection and better prices... but how would you know? At least with the second company you know what they are claiming... basketball equipment for less.
To add to their new image, they incorporate "Hoop it up Friday" where all shoes are half price... scoreboards show how many items were sold that day... buzzers go off when an in-store sale is announced. Now the name begins to take on an identity, a personality, a predictable nature... a brand!
This brand can be further strengthened by adding a jingle, using the corporate colors throughout the store interiors, using the name in the product line (i.e. Slam Dunk shoelaces), etc. If done well, a customer should be able to describe a company as well as they describe a friend. Think Apple... clean, attractive, likes music, fun to work with, creative, innovative, etc. It goes way beyond just the name Apple or the logo.
So when developing a company, start with a great name and then go from there. Add personality that customers can relate to and remember. Own a "position" in their minds, rather than avoiding one. Be what you are instead of what you think you need to be to attract every potential customer. Then you'll be memorable, effective and real. And those qualities make for a great brand.
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
Slam Dunk!
...and their tag line is "Score Huge Savings Everyday!" Which of these two companies are you going to remember? Arguably the first company may have more selection and better prices... but how would you know? At least with the second company you know what they are claiming... basketball equipment for less.
To add to their new image, they incorporate "Hoop it up Friday" where all shoes are half price... scoreboards show how many items were sold that day... buzzers go off when an in-store sale is announced. Now the name begins to take on an identity, a personality, a predictable nature... a brand!
This brand can be further strengthened by adding a jingle, using the corporate colors throughout the store interiors, using the name in the product line (i.e. Slam Dunk shoelaces), etc. If done well, a customer should be able to describe a company as well as they describe a friend. Think Apple... clean, attractive, likes music, fun to work with, creative, innovative, etc. It goes way beyond just the name Apple or the logo.
So when developing a company, start with a great name and then go from there. Add personality that customers can relate to and remember. Own a "position" in their minds, rather than avoiding one. Be what you are instead of what you think you need to be to attract every potential customer. Then you'll be memorable, effective and real. And those qualities make for a great brand.
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.