11:48 PM
Tigers Wars
Company Brand Names Vs. Company
For start-up companies and entrepreneurs wishing to start their new businesses, which often arises the question: "Should I have a company name or do I need branding?" The difference between a company name and brand of a company is the difference between sharing a simple hello vs sharing a great conversation. A good company name can generate immediate interest and intrigue, but not tell the whole story (and it should not!). For the message of the brand complete company name must be supported by other important elements. These should include a phrase descriptor, a roof-line support / positioning statement, logo, well designed with complementary colors, a website design and intuitive navigation to match pieces of collateral (brochures, business cards, etc.) as well as integrated social media sites (eg Facebook, Twitter, YouTube, etc.). You also need to consider the tone of your business communications (eg, friendly vs. vs. formal entertaining
education) and the "voice of the brand." If the business is naming two-dimensional in nature, then the brand has three dimensions, which affects more sense and provide greater depth to the identity of the company.
Beyond the introduction
According SBA.gov, from more than 600,000 new businesses are increasing every year. With such a competitive environment, it is not enough to have a company name catchy or creative. By brand a company that provides your company a complete story, not just a title page. It invites potential customers to go beyond the outer envelope and see "inside the book." So they want to know more, see and learn more about what you do. Branding a company creates a high level of commitment by providing a compelling message that begins with the name and end up with resolute action - the desire to participate, register, request a quote or purchase a product. Company names include the cornerstone of the brand, but they are not the whole building. That's why so many Internet start-ups below, creating brand names wacky with little or no continuity for them. They sign with a shout, and then have nothing to say.
Beyond the introduction
According SBA.gov, from more than 600,000 new businesses are increasing every year. With such a competitive environment, it is not enough to have a company name catchy or creative. By brand a company that provides your company a complete story, not just a title page. It invites potential customers to go beyond the outer envelope and see "inside the book." So they want to know more, see and learn more about what you do. Branding a company creates a high level of commitment by providing a compelling message that begins with the name and end up with resolute action - the desire to participate, register, request a quote or purchase a product. Company names include the cornerstone of the brand, but they are not the whole building. That's why so many Internet start-ups below, creating brand names wacky with little or no continuity for them. They sign with a shout, and then have nothing to say.
Company brand, as professional service requires a degree of reflection and experience to achieve the desired results - attracting the right audience with the right message to reach the correct answer.
If in doubt, test
So, before jumping in the name of a smart, try to practice as part of speech lift. You can follow it with a tag line or slogan intuitive and engaging? The name give you a complete vocabulary of marketing, that support the brand message and brand positioning? It 'easy to follow a deeper discussion of the benefits your company offers? Or is it stops cold, leaving the listener confused, "huh?" that requires long explanations and clarifications. If you thought of your corporate identity, then by all means seek a high during the company name, the book "entitled" business. Just be sure to follow it with a great story, a real page-turner, that fans can not be postponed. And 'when you go to the name of the company logo. If you do, and do it right, you may just find yourself the next best-seller!
Philip Davis is president and owner of Tungsten Branding, a strategic branding consultant, specializing in the development of the company name, branding and positioning.
If in doubt, test
So, before jumping in the name of a smart, try to practice as part of speech lift. You can follow it with a tag line or slogan intuitive and engaging? The name give you a complete vocabulary of marketing, that support the brand message and brand positioning? It 'easy to follow a deeper discussion of the benefits your company offers? Or is it stops cold, leaving the listener confused, "huh?" that requires long explanations and clarifications. If you thought of your corporate identity, then by all means seek a high during the company name, the book "entitled" business. Just be sure to follow it with a great story, a real page-turner, that fans can not be postponed. And 'when you go to the name of the company logo. If you do, and do it right, you may just find yourself the next best-seller!
Philip Davis is president and owner of Tungsten Branding, a strategic branding consultant, specializing in the development of the company name, branding and positioning.
Posted in: Branding
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