Whether you direct a corporation or own an independent operation, your corporate name will set the pace and tone. However, a great business name alone will not guarantee success. Additional key factors to consider include:
--Logo design and corporate identity package--
Since a majority of people are extremely visual, a strongly designed logo can work wonders in establishing your identity. Visual design is a language in and of itself. If you don't have a logo, you are selling yourself short... if you have a poorly designed or unprofessional logo, you could be turning business away.
--Corporate Name "by-line"--
Many corporate names do not describe or even indicate the kind of products or services offered. Examples are corporate brands like J & R Industries or Red Moon. In such instances, a solid by-line can offer added valuable and concise information, lending clout to the name itself.
--Product Names--
Product names are certainly just as important as the names of the businesses that market them. But how can a product name best do its job in grabbing the attention of a customer or client? Some folks figure it's all about choosing a brand that is totally unique and unconventional like Uggs or Spanx. Others believe a descriptive name will do the trick. In the end, a name that engages emotion while providing a hint of description is likely to be the most successful. Go into any store, and you'll come across tons of product names you've never heard of, which means the product itself may be great but the brand is not. Yes, while the names Snickers, Corvette and Popsicle have proven to be tried and true winners, the same cannot be said for Edsel and Titantic.
Here are some points to consider when establishing a name for a product:
--A great name should last.
Years ago, product names were created to appeal to the public long-term. Consistent advertising campaigns turned many brands into household names. Just think of those Brill Cream ad along the highways or those for Timex that proved they "just keep ticking." But then many companies made a decision to put less emphasis on marketing a product name and more emphasis on marketing sales by focusing on price. Soon, one product name was blending with the next, and something was lost. Today, there's a move toward restoring the "personality" in a brand. And that means if you choose a ho-hum name for your product, you're likely to get lost in the shuffle. Develop a brand for your product that can work in multiple cultures for decades to come by telling a "story."
--Know what you want your product to do.
Choosing a great brand does not take place by means of committee. You could gather a roomfull of so-called experts, and have them debate winning names for hours. And in the end, you could well end up with a loser. As you begin the naming process, go out and talk with potential customers to see what they look for in a name product like yours. Do a bit of surveying, and then use that information in conjuction with your own inner sense. What feels right to you? After all, the person who gave birth to an idea is the one who really "knows" the personality.
--Stand out from the competition.
As you develop a name for your product, raise the bar for the whole industry. In other words, don't attempt to fit in with all of your competitor's names. Rather, dare to set a new standard. That's certainly what Apple Computer and Nike did with their products. When you set a new standard, the public will gravitate toward your product because of the motivational experience they believe it can produce.
--Consider your brand to be an evolving metaphor.
People love stories and metaphors because the imagination is engaged when considering imagery, and because stories and metaphors reach deeply into human experience beyond words. The "Cabbage Patch" dolls stirred imagination through the name, since this brand allowed for all kinds of evolution around the birth of these little creatures in a whimsical cabbage patch. The first name for these dolls was "Little People," a name that had nowhere near the metaphorical potential as the eventual name.
--Be sure your brand engages the emotions.
Air Jordans didn't sell because folks were interested in advanced construction of the soles. Rather, every time they thought of Air Jordans, they could picture Michael leaping to make a winning shot. Products help us connect to our dreams, and good product name will
--A great product name is supported by strong reputation and integrity.
Before introducing your product, set an internal standard that will be not only the foundation for this product but all those to come. Levi Jeans have established a high standard that has lasted through decades, giving the name an added boost.
--Don't go for "hip."
A great brand isn't contrived or forced and that means names that seem "cool" or "hip" will seldom be enduring. The public wants value in a product, and they also want value in a name.
Showing posts with label Brand Building. Show all posts
Showing posts with label Brand Building. Show all posts
Monday, April 26, 2010
How would you promote an enterprise that lacks a defined title or brand
In considering these questions, it doesn't take long to realize that a business name plays a huge role in letting the world know you exist. A business name is a constant touchstone, connecting your purpose with the public you serve.
Comparing Then to Now...
Naming a business in the year 2007 requires more know-how and awareness than ever before. No longer is it as simple as putting a family name on your office door or store front. Nor can you count on a blend of your first name and service description to do the trick on a business card. Sure, the likes of Henry Ford, Marshall Field and Montgomery Ward, didn't have to invest much thought or money into a unique brand. In their time, few people had the resources or know-how to start their own businesses and if they did, professional identity was considered synonomous with the family or individual that stood behind the company. In other words, naming was a no-brainer. When driving down Main Street in any town across America in past decades, you'd see a bevy of business names like Joe's Plumbing, Gloria's Boutique, McAllister Legal Services or Smith & Sons Jewelers. Back then, little thought or consideration was given to the process of business naming, since it was enough to be descriptive while identifying ownership.
We entered a new millenium, and corporate America was undergoing some big changes. Large companies reorganized, leaving many employees, who thought they had security, suddenly without a future. As giant conglomerates rescued sinking ships from imminent bankruptcy, many companies and corporations spent thousands (and sometimes millions) developing catchy, unique titles and logos to give themselves and their offshoot divisions an edge. And some of those folks facing premature retirement, decided to grab for financial freedom by giving the business world a try. Every day over the past several years, hundreds of small companies are popping up everywhere with hopeful entrepreneurs seeking to outdo growing competition with unique ideas or the best deals. The internet is now a permanent presence as an important means of marketing. With the rapid evolution of the world of business, the process of naming a professional enterprise has become more complex than ever.
So What's Important?
So what's important to consider when naming or renaming a business today? Of course, sight and sound are at the top of the list when it comes to the key ingredients in a successful brand. If a name doesn't look good on signage... or if it's tough to say, spell or remember, there won't be a lot of staying power. Secondly, a name should provide positive or intriguing associations for the greatest percentage of the probable customer base. Just about everyone loves the imagery of a star, so Starbucks couldn't go wrong choosing that word as a primary syllable in their identity. On the other hand, a term like "slimy" or "mad" might be more challenging to integrate into a name. Suggesting a pleasant mood or actively engaging the imagination could be the means to a happy ending. For instance, the moniker of Arizona spa resort, Miraval Life in Balance soothes toward relaxation while Monster.com scares those who are unemployed into action!
Sight, sound and positive association are somewhat obvious components in the process of naming, but there's an often overlooked key ingredient that can break or make a brand silently... the subliminal frequency. Yes, every word in language carries a silent vibration that is generated by the vowels and consonants present in a word pattern or equation. Just like the frequency of a color will unconsciously affect human response, so too, the frequency of a word will influence the human energy field. You may hate the color pink and never wear it, but walk into a pink room and you'll find yourself calmed into a relaxed state... like it or not. In a similar way, you'll recognize a mood of solid responsibility when you see the name IBM... and you'll somehow sense that the Ritz-Carlton is all about luxury and appealing image just by hearing the name. Although subliminal frequencies of language are hidden from the five senses, a professional nameologist can readily determine the most advantageous name vibration for a particular enterprise.
Even the best business name is at the mercy of the person in charge. That means every potential business owner should evaluate his or her name for strength and balance before finalizing the name of the business... and before signing those corporate papers. Determing if you should use your middle name or initial in your business title will give you an edge as you embark on your new venture. And larger corporations would do well to evaluate the name dynamics present for CEO candidates. While the name Enron in itself was poorly structured with regard to its silent sound frequency, the name Ken Lay put a few extra nails in the impending coffin, since this is a moniker that encourages its name bearer toward impetuous action irresponsible thinking.
Finally, in the age of the internet, securing a solid internet presence is imperative. The name you choose, should have .com availability, so that your web address will be easy to find for your many customers and clients. Settling for a .net or .biz address could well have you lurking in the shadows, rather than being center-stage.
Key Ingredients for a Successful Business Name
1. Sight and sound
2. Positive association... and imaginative potential
3. A complementary subliminal influence... by way of the silent language frequency
4. Strength and balance in the name/names of the business owner and/or CEO
5. Availability of a .com internet address
Comparing Then to Now...
Naming a business in the year 2007 requires more know-how and awareness than ever before. No longer is it as simple as putting a family name on your office door or store front. Nor can you count on a blend of your first name and service description to do the trick on a business card. Sure, the likes of Henry Ford, Marshall Field and Montgomery Ward, didn't have to invest much thought or money into a unique brand. In their time, few people had the resources or know-how to start their own businesses and if they did, professional identity was considered synonomous with the family or individual that stood behind the company. In other words, naming was a no-brainer. When driving down Main Street in any town across America in past decades, you'd see a bevy of business names like Joe's Plumbing, Gloria's Boutique, McAllister Legal Services or Smith & Sons Jewelers. Back then, little thought or consideration was given to the process of business naming, since it was enough to be descriptive while identifying ownership.
We entered a new millenium, and corporate America was undergoing some big changes. Large companies reorganized, leaving many employees, who thought they had security, suddenly without a future. As giant conglomerates rescued sinking ships from imminent bankruptcy, many companies and corporations spent thousands (and sometimes millions) developing catchy, unique titles and logos to give themselves and their offshoot divisions an edge. And some of those folks facing premature retirement, decided to grab for financial freedom by giving the business world a try. Every day over the past several years, hundreds of small companies are popping up everywhere with hopeful entrepreneurs seeking to outdo growing competition with unique ideas or the best deals. The internet is now a permanent presence as an important means of marketing. With the rapid evolution of the world of business, the process of naming a professional enterprise has become more complex than ever.
So What's Important?
So what's important to consider when naming or renaming a business today? Of course, sight and sound are at the top of the list when it comes to the key ingredients in a successful brand. If a name doesn't look good on signage... or if it's tough to say, spell or remember, there won't be a lot of staying power. Secondly, a name should provide positive or intriguing associations for the greatest percentage of the probable customer base. Just about everyone loves the imagery of a star, so Starbucks couldn't go wrong choosing that word as a primary syllable in their identity. On the other hand, a term like "slimy" or "mad" might be more challenging to integrate into a name. Suggesting a pleasant mood or actively engaging the imagination could be the means to a happy ending. For instance, the moniker of Arizona spa resort, Miraval Life in Balance soothes toward relaxation while Monster.com scares those who are unemployed into action!
Sight, sound and positive association are somewhat obvious components in the process of naming, but there's an often overlooked key ingredient that can break or make a brand silently... the subliminal frequency. Yes, every word in language carries a silent vibration that is generated by the vowels and consonants present in a word pattern or equation. Just like the frequency of a color will unconsciously affect human response, so too, the frequency of a word will influence the human energy field. You may hate the color pink and never wear it, but walk into a pink room and you'll find yourself calmed into a relaxed state... like it or not. In a similar way, you'll recognize a mood of solid responsibility when you see the name IBM... and you'll somehow sense that the Ritz-Carlton is all about luxury and appealing image just by hearing the name. Although subliminal frequencies of language are hidden from the five senses, a professional nameologist can readily determine the most advantageous name vibration for a particular enterprise.
Even the best business name is at the mercy of the person in charge. That means every potential business owner should evaluate his or her name for strength and balance before finalizing the name of the business... and before signing those corporate papers. Determing if you should use your middle name or initial in your business title will give you an edge as you embark on your new venture. And larger corporations would do well to evaluate the name dynamics present for CEO candidates. While the name Enron in itself was poorly structured with regard to its silent sound frequency, the name Ken Lay put a few extra nails in the impending coffin, since this is a moniker that encourages its name bearer toward impetuous action irresponsible thinking.
Finally, in the age of the internet, securing a solid internet presence is imperative. The name you choose, should have .com availability, so that your web address will be easy to find for your many customers and clients. Settling for a .net or .biz address could well have you lurking in the shadows, rather than being center-stage.
Key Ingredients for a Successful Business Name
1. Sight and sound
2. Positive association... and imaginative potential
3. A complementary subliminal influence... by way of the silent language frequency
4. Strength and balance in the name/names of the business owner and/or CEO
5. Availability of a .com internet address
Sunday, February 7, 2010
Measuring Results
Is your site generating more leads, higher quality leads, or more sales? What keywords are working? You can look at your server logs and an analytics program to track traffic trends and what keywords lead to conversion.
Outside of traffic another good sign that you are on the right track is if you see more websites asking questions or talking about you. If you start picking up high quality unrequested links you might be near a Tipping Point to where your marketing starts to build on itself.
Search engines follow people, but lag actual market conditions. It may take search engines a while to find all the links poiting at your site and analyze how well your site should rank. Depending on how competitive your marketplace is it may take anywhere from a few weeks to a couple years to establish a strong market position. Rankings can be a moving target as at any point in time
* you are marketing your business
* competitors are marketing their businesses and reinvesting profits into building out their SEO strategy
* search engines may change their relevancy algorithms
Outside of traffic another good sign that you are on the right track is if you see more websites asking questions or talking about you. If you start picking up high quality unrequested links you might be near a Tipping Point to where your marketing starts to build on itself.
Search engines follow people, but lag actual market conditions. It may take search engines a while to find all the links poiting at your site and analyze how well your site should rank. Depending on how competitive your marketplace is it may take anywhere from a few weeks to a couple years to establish a strong market position. Rankings can be a moving target as at any point in time
* you are marketing your business
* competitors are marketing their businesses and reinvesting profits into building out their SEO strategy
* search engines may change their relevancy algorithms
Tuesday, August 18, 2009
Measuring Results
Is your site generating more leads, higher quality leads, or more sales? What keywords are working? You can look at your server logs and an analytics program to track traffic trends and what keywords lead to conversion.
Outside of traffic another good sign that you are on the right track is if you see more websites asking questions or talking about you. If you start picking up high quality unrequested links you might be near a Tipping Point to where your marketing starts to build on itself.
Search engines follow people, but lag actual market conditions. It may take search engines a while to find all the links poiting at your site and analyze how well your site should rank. Depending on how competitive your marketplace is it may take anywhere from a few weeks to a couple years to establish a strong market position. Rankings can be a moving target as at any point in time
* you are marketing your business
* competitors are marketing their businesses and reinvesting profits into building out their SEO strategy
* search engines may change their relevancy algorithms
Outside of traffic another good sign that you are on the right track is if you see more websites asking questions or talking about you. If you start picking up high quality unrequested links you might be near a Tipping Point to where your marketing starts to build on itself.
Search engines follow people, but lag actual market conditions. It may take search engines a while to find all the links poiting at your site and analyze how well your site should rank. Depending on how competitive your marketplace is it may take anywhere from a few weeks to a couple years to establish a strong market position. Rankings can be a moving target as at any point in time
* you are marketing your business
* competitors are marketing their businesses and reinvesting profits into building out their SEO strategy
* search engines may change their relevancy algorithms
Viral Marketing
Link building is probably the single hardest and most time consuming part of an effective SEO campaign, largely because it requires influencing other people.
Marketing phenomenon that facilitates and encourages people to pass along a marketing message.
The beautiful thing about viral marketing is that creating one popular compelling idea can lead to thousands of free quality links. If your competitor is building one link at a time and you have thousands of people spreading your ideas for you for free then you are typically going to end up ranking better.
Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles.
At the height of B2C it seemed as if every start up had a viral component to its strategy, or at least claimed to have one. However, relatively few marketing viruses achieve success on a scale similar to Hot mail, widely cited as the first example of viral marketing.
Elements of a Viral Marketing Strategy
Accept this fact. Some viral marketing strategies work better than others, and few work as well as the simple Hotmail.com strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain ALL these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resources
In SEO many people create content based around linking opportunities.
Marketing phenomenon that facilitates and encourages people to pass along a marketing message.
The beautiful thing about viral marketing is that creating one popular compelling idea can lead to thousands of free quality links. If your competitor is building one link at a time and you have thousands of people spreading your ideas for you for free then you are typically going to end up ranking better.
Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles.
At the height of B2C it seemed as if every start up had a viral component to its strategy, or at least claimed to have one. However, relatively few marketing viruses achieve success on a scale similar to Hot mail, widely cited as the first example of viral marketing.
Elements of a Viral Marketing Strategy
Accept this fact. Some viral marketing strategies work better than others, and few work as well as the simple Hotmail.com strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain ALL these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resources
In SEO many people create content based around linking opportunities.
Brand Building
Brand related search queries tend to be some of the most targeted, best converting, and most valuable keywords. As you gain mind share people will be more likely to search for your brand or keywords related to your brand. A high volume of brand related search traffic may also be seen as a sign of quality by major search engines.
If you build a strong brand when people search for more information about your brand and other websites have good things to say about your brand, these interactions help reinforcing your brand image and improving your lead quality and conversion rates.
Things like advertising and community activity are easy ways to help improve your brand exposure, but obviously branding is a lot more complicated than that
If you build a strong brand when people search for more information about your brand and other websites have good things to say about your brand, these interactions help reinforcing your brand image and improving your lead quality and conversion rates.
Things like advertising and community activity are easy ways to help improve your brand exposure, but obviously branding is a lot more complicated than that
Brand Building
Brand related search queries tend to be some of the most targeted, best converting, and most valuable keywords. As you gain mind share people will be more likely to search for your brand or keywords related to your brand. A high volume of brand related search traffic may also be seen as a sign of quality by major search engines.
If you build a strong brand when people search for more information about your brand and other websites have good things to say about your brand, these interactions help reinforcing your brand image and improving your lead quality and conversion rates.
Things like advertising and community activity are easy ways to help improve your brand exposure, but obviously branding is a lot more complicated than that
If you build a strong brand when people search for more information about your brand and other websites have good things to say about your brand, these interactions help reinforcing your brand image and improving your lead quality and conversion rates.
Things like advertising and community activity are easy ways to help improve your brand exposure, but obviously branding is a lot more complicated than that
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