“Life is a journey – not a destination” is a phrase we often use. Branding your company is a journey too, but it does have a destination – the success and recognition of your product or service. The time and energy you use to plan your branding journey will serve you well in celebrating the launch of your business, and for many years to come.
The first step in this journey is of course “the name”. In the hypercompetitive world we’re in today, your company and your domain name are key elements in driving consumer traffic your way. Communicating something about your business in your name will likely help reach your target audience faster. However, whether your name is straightforward or metaphorical, it should project a strong image and evoke a sense of authenticity to the customer.
When you get your “name list” down to a few really good ones, try them out on friends or colleagues in your target audience. Pay close attention to their comments and opinions – are you getting your message across? Ask what their impressions of the business would be with each different name. Now, try not to ruin your friendship by making them choose from dozens of options, get your list down to a special three or four names. A good bottle of wine or a lunch date would be a nice exchange for the time and knowledge that they are giving you.
Once you have your name your can carry on with the rest of the steps on your branding and marketing journey. Think about what colours you’d like to use in your logo and how they will help project your image. Do you need a “positioning”, or “tag” line? A memorable tag line can speak volumes about your product or service: ‘Comfort Shoes Inc.”, walk more than a mile in our shoes. On the legal end, make sure to register and licence your company, learn how to protect your name and trademark etc.
Of course all of the above can be done most effectively with
the help of a branding and marketing company such as NextPhase Strategy. It’s
our business and we can provide the guidance you need on your journey to
success. Ultimately, you want your business name to convey the message to your
customer that they are in good hands and that your company will get the job