Transform Your Business Name Into a Brand Name

It's easy to think that because the name, logo and tag line, you have a brand. However, corporate identity is just the first step in building the image of marke.Ime, logo and tag line are two-dimensional elements in three-dimensional world. And to become "true", it becomes a living, breathing, brand name, companies must have a three-dimensional attributes. In other words, they must have the same qualities that people do not - specific, consistent traits and characteristics that customers can easily recognize, remember and relate to the

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This is where most companies fall short. In an attempt to be all things to all people, they have no identity. They are trying to compete on all levels ... price, quality, service, selection and so on. It sounds like a good strategy, but it does almost every time.

Why?

Because our minds are like little mail room. When we get the incoming messages, we sort them submit them in their proper places. Wal-Mart enters a low cost mail slot when we need to save money. Rolex goes into the slot for quality when we win Lotto and want to enjoy the best. Nordstrom is going in the service category you want to really be pampered.Više specific traits or characteristics, it is easier to remember.

So, when companies try to appeal to all, this is equivalent to meet someone named "George ".

George who? George Washington? George Foreman? George Jetson? Curious George?

If you lack a certain, identify options, you will be sorted, discarded and thrown into a mental mailroom trash basket, never to be recalled.

Here are hypothetical, but typical, the primjer.Hrpa eager entrepreneurs want to form a sporting goods company. They want to succeed at all levels, and win over any potential buyer. So what is a synonym for being on top, king of the hill, the company at the top ... What else but ...

Summit Sporting Goods

Summit Sporting Goods

...

"summit ... We are more than just a sporting goods"

What does this say about society? Not much!

Let's still a bunch of enterprising types together and decided to put all their balls in basketball equipment. They name their company ...

Slam Dunk!

... and the tag line is "the result of tremendous savings every day!" Which of these two companies you remember? Arguably the first company may have more choice and better prices ... But how would you know? At least with the second company know what they say ... Basketball Equipment for less.

To add to their new pictures, including "Hoop on Friday," where all the shoes are half price ... scoreboards show how many items were sold that day ... buzzer to go into the store when the sale is announced. Now the name begins to take on the identity, personality, predictable nature of ... brand!

This brand can be further strengthened by adding a jingle, using corporate colors throughout the store interiors, using the name of the product line (eg dunk laces), etc. If done well, the buyer should be able to describe the company as and they describe a friend. Think Apple ... pure, beautiful, loves music, fun to work with creative, innovative, etc. This goes way beyond just Apple's name or logo.

Therefore, when developing company, start with a great name, and then go from there. Add personality that people can relate to and remember. Own "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 will be memorable, effective and real. And those qualities make for a great brand.