Each week frustrated business owners call me, exhausted from their latest company naming marathon. They’ve spent dozens (if not hundreds), of hours in valuable staff time churning out endless lists of ideas, suggestions, brainstorms, etc. The results? A hodgepodge of names with no rhyme or reason to them, little or no group consensus, a lack […]
After the wild ride that was ’08, many business owners are asking themselves just where to invest their time, energy and money in the new year. From dealing with hundreds of business owners each year, here are a few suggestions… 1. Listen More. For many businesses and industries, this past year was more than a […]
Who are you? Central to the business of naming and branding is the core issue of identity. And never has this issue been more relevant than in the past several months. Most of the time we give our identity, both corporately and personally, very little thought. We offer a product or service, people buy it, […]
Branding a small business or start up can have it’s share of challenges — the two biggest ones being lack of money and know-how. Here are some inside tips from a branding expert on how you can do the job yourself, at a fraction of the cost. 1. Identify your company’s “pivot point.” In a […]
One of the most common mistakes in company branding occurs when business owners tie their corporate identity to cyclical products and services instead of their key strengths and attributes. In other words, they become famous for what they do instead of how they do it. This strategy might succeed in the short term, when a […]
Create a Brand Message Many business owners spend the majority of their time, money and energy promoting their products and services instead of building their brand message. If your main emphasis is on your product offerings, then you don’t have a brand, you have a commodity. And commodities are cyclical – or worse, they can become outdated. […]
Improve Your Image and Your Bottom Line When asked, most business owners will admit that their companies have changed, adapted, and evolved over time to better serve their clients’ needs. While these natural course corrections lead to entirely new products and services, the original corporate identity often remains in place. An old, static image can […]
One of the most common refrains I hear when naming a new business is “I’ll know the right company name when I hear it.” That may or may not be true. It also may or may not be wise! Why is that? Because it makes the assumption that you know exactly what you want. When […]
Build Your Identity on Core Values for Enduring Financial Success Many business owners spend much of their time, money and energy promoting their products and services instead of building their brand image. If your main emphasis is on your product offerings, then you don’t have a brand, you have a commodity. You are most likely […]
Great brands are like big pine trees, they work year round. I sometimes refer to these as “perennial” brand names, since they don’t have to be “replanted” every new season, or every time a company changes it products and/or services. What is the basis for an “evergreen” brand name? First and foremost, it must be […]
Picture the Perfect Business Name If a picture is truly worth one thousand words, then what better way to convey your corporate brand than with a metaphor? The hyperinflation of news and information requires branding strategies that disrupt, “stick,” and convey more than the literal product or service a company offers. A great example of […]
Naming an Internet based business or start-up can be a daunting task. Do you follow the zany likes of Google and Yahoo, or the more literal route of Hotels.com and Cars.com? Do you need to have the exact matching domain name as your brick-and-mortar business? And just how important is the .com vs. the .net? […]
