92 West was recently asked to take on the task of re-branding a local business here in the Omaha Metro area. As we progressed down the path we collated a number of questions and information relating to the process of changing / creating a business name, it’s tagline and aligning these items with their new brand strategy. We started the process off with identifying / informing the client as to what branding truly was and then asked a series of questions to gain an understanding of their current business and the future plans for the new brand. One of the hardest questions of course… is re-branding truly needed? As a marketer it is always fun to create something new and exciting, but sometimes a brand shift is all that’s needed; rather than a complete overhaul.
If you’re in the market to create a new business or perhaps reignite an existing company’s brand I think this is a good read. Certainly, if you have questions, give us a shout. We’d be happy to talk!
What is Branding?
Branding is a regimented process used to construct awareness and extend customer loyalty. Branding is about seizing every opportunity to share why people should choose one brand over another.
TYPES OF BRANDING
Co-Branding: Partnering with an another brand to accomplish reach
Digital Branding: web, social media sites, seo, driving business on the web
Personal Marketing: the method an individual builds their credibility and reputation
Trigger Branding: aligning your brand with a charitable cause; or corporate social obligation
Country Marketing: initiatives to bring in travelers and also businesses
PROCESS OF BRANDING
POSITIONING
Assisting every effective brand name is a positioning technique that drives planning, marketing, and sales. Positioning evolves to create openings in a market that is consistently changing, a market in which customers are saturated with items and messages. Positioning makes use of modifications in demographics, technology, advertising patterns, customer trends, and gaps in the market to then discover new methods of generating interest by the public.
BIG IDEA!
A big idea functions as an organizational totem pole around which strategy, habits, actions, as well as interactions are arranged. These simply worded declarations are used internally as a signal of a distinctive culture and also externally as a competitive benefit that guides consumers choices.
Big ideas are a springboard for responsible creative works (reasoning, creating, naming) as well as a base test used for determining success.
The simplicity of the language is deceptive considering that the process of getting there is challenging. It calls for considerable dialogue, determination, and also the courage to say less. An experienced facilitator, experienced in building agreement, typically should ask the right questions to achieve closure. The outcome of this work is a realization of a compelling brand strategy and a differentiated brand identity.
LESS IS MORE:
Apple: Think different
Target: Expect more. Pay less.
eBay: The world’s online marketplace
Unilever: Adding vitality to life
Volvo: Safety
FedEx: The world on time
NAMES
The appropriate name is classic, vigorous, easy to say and remember; it stands for something, and facilitates brand name expansions. A well-chosen name is an important brand asset, as well as a 24/7 workhorse.
A name is transmitted everyday, in conversations, e-mails, voicemails, websites, on products, business cards, and also in presentations.
TOP QUALITIES OF AN EFFECTIVE NAME
Meaningful
It communicates something about the essence of the brand name. It supports the image that the business wishes to show.
Unique
It is special, and also very easy to remember, articulate, and easy to spell. It is distinguished from the competition.
Future-Oriented
It positions the business for growth, change and success. It has sustainability and also preserves possibilities. “It has long legs.”
Modular
It makes it possible for a firm to construct brand extensions with ease.
Protectable
It can be owned, trademarked and a domain name is available
Positive
It has good connotations in the regions it serves. It has no adverse undertones.
TYPES OF NAMES
Founder
Lots of firms are called after creators: Ben & Jerry’s, Martha Stewart, Ralph Lauren, Mrs. Meyers. It could be easier to protect. It satisfies an ego. The disadvantage is that it is totally connected to a real human.
Detailed
These names convey the nature of the business, such as Toys “R” Us, Discover Great People, or E * TRADE. The benefit of a descriptive name is that it clearly connects the intent of the firm. The prospective downside is that as a firm expands as well as expands, the name might end up being restricting. Some detailed names are challenging to safeguard since they are so generic.
Produced
A fabricated name, like Kodak, Xerox, or TiVo, is distinctive and may be much easier to copyright. However, a company needs to spend a significant quantity of resources into enlightening its market as to the nature of the business, solution, or item. Häagen-Dazs is a fabricated foreign name that has actually been incredibly effective in the consumer market.
Metaphor
Things, locations, people, animals, procedures, mythological names, or international words are made use of in this type of name to allude to a top quality firm. Names like Nike and Patagonia are interesting to picture and could frequently tell a good tale.
Acronym
These names are difficult to keep in mind as well as challenging to copyright. IBM and GE became well known only after the firms established themselves with the full punctuation of their names. There are so many phrases that brand-new ones are increasingly more difficult to learn and need a substantial financial investment in advertising. Various other instances: USAA, AARP, DKNY, and CNN.
Magic Spell
Some names change a word’s spelling in order to produce a distinctive, protectable name, like Cingular and also Netflix.
TAGLINES
Taglines affect consumers’ buying actions by evoking a psychological emotion. A tagline is a short phrase that catches a firm’s brand name essence, personality, as well as positioning. A tagline will also differentiate the company from it’s rivals.
A tagline’s constant exposure in the media and in popular culture strengthens it’s message. Generally, they are used in advertising and marketing and are also applied on marketing collateral as a focal point of the positioning strategy.
Taglines have a much shorter life span compared to company logos. Like ad campaigns, they are vulnerable to the market as well as “way of lifestyle” changes. Deceptively simple, taglines are not arbitrary. They grow out of an intense strategic and creative process.
BRAND IDENTITY IDEALS: DIFFERENTIATION
Why should customers decide on one brand over another? Brands clamor for our attention. Those who stand out, or demonstrate why they are better, make it easy for customers to recognize and choose accordingly.
9 QUESTIONS TO ASK WHEN RE-BRANDING IS A CONSIDERATION:
1. Concept Statement.
In three or four sentences, describe what problem your company or product solves, what is distinctive about your brand, and why your service or product matters.
2. Brief overview of your naming challenge.
Where did the original name come from, and why is it no longer appropriate? Have there been any internal attempts to develop a new name?
3. Company or product background.
Some history and biography, please: When was the company founded or the product invented? Who is on your management team? What is special about your technology, your design, or your service?
4. Your market.
Describe your customers or audience here, as specifically as possible:
Business / Consumer, Income, Interests, Why they Need Your Service(s), Sex, Race, Purchase History, etc.
5. Brand personality.
Be as objective as you can and list as many adjectives as possible that describe how your brand “feels” or “acts.” Is it playful, aggressive, serious, diligent, zany, compassionate, straightforward, or iconoclastic? If two personality traits appear contradictory—risk-taking and dogged?—ask yourself whether your customers will be confused by the contradiction. If necessary, add a phrase explaining why both are valid.
6. Naming objectives. (what the name should or must communicate)
Objectives are best expressed as a list of words, short phrases, or sentences. An imaginary list of naming objectives might include up to a dozen bullet points—but keep in mind that no single name is capable of communicating 12 objectives.
7. Naming Criteria.
Do you prefer real words or coined ones? Are you interested in languages other than English? Are certain letters, words, or word parts off limits? Do you want to evoke specific sound symbolism—the crisp sound of K’s and T’s, the nurturing sound of M? Will the name need to pass muster in non-English-speaking countries?
8. Domain and trademark.
Are you willing to buy a domain from a third party (someone other than a domain vendor such as GoDaddy)? Are you willing to modify a name (say, by adding “Inc.” or “Services”) to create an available URL? In which international trademark class(es) will your product or service be registered?
9. IS RE-BRANDING NEEDED?
There are many reasons to re-brand, but minor updates to the company may be the shift required for the direction / marketing needed.
