Whether we realise it or not, brand names influence our decisions, form our opinions, shape our impressions, and in general, play major roles in our daily lives. No matter if it’s a trip to the market or a Sunday drive on the motorway, brand names – and the brand identities they represent – are all around us.
Whilst building a brand, it can be easy to wish for instant brand recognition like that of McDonald’s, Coca-Cola, BMW, David Beckham…and to think that compiling a series of snappy brand titles will make or break it. In reality, a brand's name and logo are just faces that consumers associate with what really matters – the brand identity you’ve built using your personal values, your vision, your ingenuity, and your problem-solving skills.
What's Beneath Brand Names
Please don’t misunderstand: brands' names and logos do require a significant amount of thought to create. They must represent your brand clearly and accurately; however, they’re much more than clever names and pretty pictures. Consider the following points:
- A brand name is the tip of the iceberg. Your brand communications must be so clear and so accessible that the sound of your name or the sight of your logo brings along with it a slew of [correct] perceptions about your brand. This is accomplished with marketing that conveys your core values and speaks directly to your ideal clients, in the places where you know they’re congregating.
- Your brand name is shaped by the language you use. Your brand communications strategy should be set up in a way that makes it simple for everyone associated with your brand – from management, to employees, to customers – to convey your message. Identify key words and use them regularly. Make sure that your staff and your affiliates know what to say, when to say it, and how to say it. This creates impressions that reach much farther than a brand name alone ever could.
- A brand name should be visible in all the right places. Marketing experts’ opinions vary, but it has been said that a brand must be seen anywhere from 3 to 20 times for a purchase to be made (with a minimum of 3 being needed for brand recognition and a minimum of 20 being needed for conversion). In order for this to happen with any degree of predictability, a brand name must be visible in places where people needing that brand’s product or service are hanging out. This will require some research into the habits of your target audience.
- A brand name must scratch an itch. Every consumer has an itch, or a problem needing to be solved. It’s your job to convey, clearly, how you will accomplish this.
This subject is virtually limitless. In general, it’s important to understand that the names of brands you see could never stand alone without effective communication regarding what they represent.
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