Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal
Advertising Information | Blogging & RSS | Branding Information | Copywriting
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting | |
| |
| Branding Information | |
|
|
|
The Aim of the Name
Large corporations spend lavish amounts seeking names for their products that grab a consumer, or convey positive feelings. Book authors do the same. As do magazine writers. So, say you are planning something that needs a name: your new company, a speech, an article, your website, your email address. STOP! Stop, and think. Don't go with the first thing that hits you. Think about the aim of this endeavor. What are you trying to convey to those who will see or hear it? Joe Black, for example, has been selling life insurance for years, is now planning to incorporate, and needs a name for his new company. He likes the ring of Consolidated Advisors & Financial Associates Inc.---CAFAI for short. Whoa, Joe! What's the aim of the name? Is it to impress people with a long, unwieldy, impersonal, remote-sounding phrase? Or is it to convey the same reliable, personal service that Joe Black is already known for? The answer is obvious, Joe. Incorporate under your own name. Joe Black, Inc. has the benefits of continuity, credibility, recognition, reliability, and stability---none of which attach to CAFAI. A speech is different. Speeches, and articles, need names that grab people. Unless you're a famous person, or talking about a famous person, enterprise, or event, you need some other way to attract their attention. And all you've got to work with is the title. So look over what you've written, and write down all the different titles you can think of for your work. As you look at each of them over, ask yourself if you'd go to a talk with that title. If not, cross it out. Now try to shorten the ones that are left. The fewer words the better. Do any of them have a bit of mystery, or wit, or maybe an interesting play on words? Need some stimulus? Go to the library. Fiction. Mysteries. Look over the titles. Which ones stir you to pull them out, and scan a few pages? Why? Can you see anything in their titles that you might use in your speech or article title? A speech or article is a transitory thing, so needn't take too much of your time. But you'll be stuck with the name of your company for quite a while, so devote much more time to getting it right. Your website, and email address are in between. Not as temporary as a speech or article, but probably not as long- lived as your corporation. The aim of these names is to reinforce your company's image, and remind people of your business identity. So Joe Black's web site could be named joeblack.com, or, if he wanted something wittier, BlackInk.com, and his email address could be joe@blackink.com. Joe, like most of us, has other interests than his business. He's a birdwatcher, and is planning an online newsletter and website for others with this hobby who already know him. A good name for his ezine could be Black Birds, and for his website www.blackbirds.com, then his e-address for it could be joe@blackbirds.com. Sometimes you can't make such an apt connection. For example, when my ezine, which focuses on the marketing of financial services, was created it needed a name. I liked the acronym "TIP". But what could name I expand it into? Here's a few that came to mind: * The Insurance Practitioner * The Intelligent Planner * The Insightful Provider * The Interested Ponderer * The Insurance Professional * The Incorporated Practice, etc. To say nothing of all the variations that can be rung by switching the adjectives around. See what I finally decided on at: http://www.eTIP.ca/ -----------------------------------------------------------. Copyright 2005, Donald F. Pooley, Inc. Don Pooley has shared his marketing know-how with audiences in major Canadian cities, London, Australia, Chicago, New York, San Francisco, Hong Kong, and Singapore, and now in his free ezine, TIP. Subscribe at http://www.eTIP.ca/, or get free article downloads, and redistribution rights info at http://www.eTIP.ca/Downloads/Publish.html
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Strategy and Tips for a Successful Logo Design Visual processing is the most important way for gathering information for all human beings. A good design or graphics work is remembered for ages and that is what drives the multinational companies to spend millions of dollars on developing their logo and other branding material. 7 Branding Secrets: Ready or Not? Every company has a brand (how people think of them) whether they created it through design or accident. By creating your brand through design, you shape the way you wish your company to be viewed by customers and potential customers. Logo Files: Versions Of Your Logo That You Should Own Your logo is the most important graphic element in which you will invest for your business. You should own the logo in many file formats. The Trust Issue In Marketing One of the prime motivating factors in the purchase decision making process is "trust". A consumer will at some point for however long or short of a time, ask the question, "Can I trust this company/person/product?"In today's ever-changing world of marketing, electronic media, email, and advertising innovations and intrusions, companies, and businesses are marketing to an ever increasingly suspicious consumer, who is conflicted between their desire not to be "sold" to and their desire to consume. Naming Names... How to Name your Business Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with"Slice A Day :: your slice on marketing". Power Your Word for Profit Discovering and owning a powerful word that reflects you and your business is the true key of successful branding.Some organisations invest fortunes in this endeavour but there's nothing stopping any of us from doing the same at a fraction of the cost. The Role of a Visual Vocabulary in Brand Identity Design Visual elements are a major part of your business's brand identity design. The keystone of that design is the logo, but in many cases, the logo isn't enough to convey all of your brand attributes. Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots Try to avoid backing up whenever possible. Occasionally some one in a small car will park directly behind you at a gas station or stop sign. What is Private Franchising? It is Nothing Someone Made It Up The Federal Trade Commission has an obligation to the general public, their stated consumer education mission and to the over regulated franchising industry and the small business operators running Biz Ops to separate the two business models by way of legal definition. Any failure to completely separate them will trigger additional problems down the road and cause the current on-going process of rule review to continue, without any formalization for decades. Branding Fiasco -- Better Be Who You Say You Are! Our experience as customers offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean. Brand Equity Brand equity can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. Blonds Have More Fun! In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the life of the greatest fighter pilot to ever fly, Germany's Erich Hartmann. During WWII, Hartmann recorded 352 confirmed in-flight victories. The Top 10 Strategies for the Positioning of Success Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles. Your Business Logo and Color Scheme My business logo and color scheme started one lovely spring day in my office, after two years of working with words and images. I purchased some rubber stamps and played with them. Whats In A Name? When It Comes To Your Business, Plenty! Q: How important is the name of a business? Should the name of a business reflect what the business does or is it better to come up with something catchy and easy to remember? -- Randy P.A: What's in a name? When it comes to your business, Randy, a lot more than you might think. Too Dull? Too Sharp? You work hard getting the right cover message and words for your brochure. Now, you want to give it a look, an image. Why You? -- Professional Identity Branding You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill.As Robert Krumroy, Identity Branding, Inc. Setting the Right Price One of the ways people get to know you is by the identity you project. Your company name, the way you present yourself, your business card and brochure, where you work, and other ways you conduct your business create an image that gives your customers information about you. Introduction to A Branded World: Adventures in Public Relations and the Creation Of Superbrands You'd have to labor to shield yourself from the power of Branding; it's hard to avoid it in today's business and social climate. Even in the backwoods of very, very small-town America, you couldn't emancipate yourself from the in-your- face concepts of Branding messages from all over the world. Branding: Bring Back the Jingle! Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day.
|
|
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting |
| Copywrite © 2006 www.AdAdvantageSuccess.com All Rights Reserved. |
