By Tony Maynard (reproduced with permission from https://www.cmc-partners.co.uk/blog/2016/04/15/a-small-business-guide-to-the-dos-and-donts-of-branding/)
The noisy marketplace
For us as consumers, the brand name is like a calling card; a badge of instant recognition. It says a lot about who you are, what you do, and why your business is so special.
Some examples
I just had a look around my local marketplace in Wallingford. Some good ones: Pizza Express, WHSmith (WHS) stand out as well-known brands backed by history and heavy marketing. The names seem familiar and relevant; and what they do is self-evident.
More of a challenge was posed by seeing ‘Lloyds Bank’ on one side of the marketplace and ‘Lloyds Pharmacy’. The deep-green colouring looks identical but the ‘Pharmacy’ element is in lime green. The fact that the two outlets are clearly described in the brand names avoids a possible problem.
And then…you see the ones that will never work. Such as: ‘TWA Ltd’. No one recognises it – and no one ultimately cares.
Start from within
Some of the best names started very simply. Saxa Salt was named because the base product is rock salt, and ‘Saxa’ is Latin for ‘rock. And Paxo Stuffings also drew from Latin (‘Paxo’ is Latin for ‘I stuff’).
So the brand must support the product and the product must support the brand.
Then ask if customers will understand it and staff will be proud of it
The brand name needs to be understood. It’s important to ask for opinions. That in itself says a lot, simply by proving that you value what others think.
The basic principles are simple and the financial investment can be minimal, if you ask the right questions and retain a good advisor/designer. Here are some starters:
Is Your Name Memorable? (Who are you?)
Pronunciation, spelling and length are key ingredients when reviewing your brand. If your target audience can’t easily pronounce your name, it could be disastrous.
Nowadays, one must also consider how the name will play across social media.
If the name is too long, customers will struggle to remember it and will naturally shorten it. If you must have a longer name, be sure to plan the way you want it shortened.
A good example is Rolls Royce, which is shortened to ‘RR’ on the radiator grille or aircraft engine casing. A marque that is instantly synonymous with quality engineering, luxury and safety.
To be memorable, your brand must come across easily to your customers.
Instant visual impact
Many businesses miss out by omitting simple visual checks. A good start is to ask how your brand would look on the side of a van. If someone travelling on the highway does not pick it up, it will probably be ignored. Take estate agents – some of them ‘get’ this point. Others look as if they are still entrenched in the 1960s.
Colour is also important. It creates strong emotional associations. For instance, red induces high energy while green insinuates calmness and growth.
During the naming process ask yourself, what does this name look like? Is the image positive? Does it encapsulate what the business does?
Check details
When finalising your branding, ask yourself some detailed questions centred on carrying the brand recognition into everything you do:
Business cards; office stationery; office frontage; website and media generally.
Put someone in charge to ensure that on a given date, the new image plays across the whole business.
Clearly Identify (What do you do?)
Even with a properly executed brand development strategy, your brand won’t become a household sensation overnight. Your brand name must demonstrate what your business does. It will make your business easier to find and recall over time.
Name clashes
Make sure your preferred brand name doesn’t already exist. Avoid confusion.
And if you plan to go international, the brand name must be checked in different jurisdictions to minimise the risk of a name clash with an established brand, which could prove expensive.
When habitat launched in the USA, it failed to do this check and because of the massive cost of buying out the US registration holders, it was launched as Conrans instead. A significant loss of impact.
Above all, be different.
Domain Name
Nowadays the domain name is critical to the success of your brand. Your online home plays host to a major part of your brand development strategy and you must find a domain name that works.
While brainstorming ideas, be sure you fully check the availability of the corresponding domain name. This is easily done online.
Acronyms
When trying to shorten a lengthy name, some companies try to be clever by using acronyms.
While an acronym might make sense to those closest to the brand, the estranged public is left with no idea what the brand is all about. Choose a name that eliminates guessing.
What’s in a name? (Why are you different?)
Your brand name should give a snapshot answer to three questions:
Who are you? What do you do? Why are you different?
The name cannot do this on its own; the product must support the name if the name is to support the product. And, as with everything else, attention to detail is critical in leaving customers with the right answer to why you are different.
Small businesses should not be afraid of creating a better brand. A strong brand can really help where marketing expenditure is otherwise limited by generating powerful customer awareness. And it is a lot less costly than people imagine.
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