What’s in a Name?
Creating the perfect brand is like adding a permanent member to your marketing team. Your brand is working for you 24/7, sending your message every time a potential customer sees it. A great name can connect to your audience, drawing them in with intentional, targeted words and phrases. However, a bad name could effectively poison a business’s marketing with apathy and disinterest.
Here are some compiled tips on how to generate an effective brand for your product or service:
1. Don’t Over-do It
According to Jim Price’s article, 7 Keys To Create A Killer Brand, you should choose one of three types of names: descriptive, evocative, or whimsical. A descriptive name works by describing what your business does. One example is a former MCG client, All Occasion Catering. An evocative name is abstract, but it makes a connection through the characteristics and qualities customers associate with it. MCG worked with DermaPure’s identity, which evokes thoughts of purity, cleanliness, and healing. Whimsical names are “memorable, unique nonsense words.” Another MCG client, House of Thaller, owns the brand, Fresket. Fresket, though it is clearly not an English word, still makes an English-speaking consumer think “Fresh,” which is how House of Thaller makes its dips, spreads, and salads.
Once you’ve chosen what type of brand best suits you, start generating potential names that are simple. Brands that are easy to recognize, spell, and pronounce will connect better with your audience, which leads us to tip #2.
2. Be Consumer-Centered
When brainstorming ideas for your brand, you must be consumer-minded. Who is purchasing your product or service? How can your brand target that audience? No matter your audience’s demographics, it is important to keep your brand simple and to the point. The best brands connect with the consumer on an emotional level, so you must consider who your target audience is and what it is about your product or service that they connect with. Keep in mind that your brand might need to be translatable across countries, cultures, and even age differences. All of these requirements and considerations can be time consuming and exhausting. Hiring a creative team to assist with your branding could be the best investment you ever make in your company.
3. Consider Professional Assistance
While it is vital to have multiple perspectives when coming up with your brand, that doesn’t mean everyone should be a part of the branding process. A knowledgeable marketing team can be the key to making your brand successful. According to the article How to Name Your Business from Entrepreneur.com, most professional naming firms take 6 weeks to 6 months in the naming process. If you feel that you don’t have the time or creativity it takes to create the perfect brand for your product or service, it is worth the investment to let a team of creative professionals do it for you. They can spend the time investigating your audience and creating a brand that targets those demographics.
If you’re considering hiring a marketing team to help with your branding, contact a team with extensive marketing and branding experience: Morris Creative Group.
For more branding tips, visit these links:
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