Sorry for the recent lack of blogging, we’ve been busy working on four simultaneous branding projects. Happy days!
Without wishing to blow our own trumpet, we’ve got a good track record when it comes to branding. Whether it’s for an international investment bank run by high-profile industry players or a specialist ski equipment retailer (our two latest projects), we know how to work with clients to develop solutions that are relevant, memorable and highly effective.
We love the challenges that branding throws at us, and there are few bigger challenges than naming a brand… which is what a project management consultancy, well-known in the construction industry, has asked us to do. The existing brand name carries little equity, business is generally done on a personal level so it’s the relationships forged by the senior partners that have so far determined the success of the firm. But with potential for significant growth around the corner, the time has come to bring the brand in line with the firm’s values and ambitions.
Naming anything is a tricky business. Where do you start? We’ve known people agonise over what to call their pet goldfish, never mind their children or their companies. A name can make or break a brand – it speaks volumes about a company’s position, heritage and brand experience – and if the wrong name is chosen it can be hugely detrimental to the business.
As we’re currently knee-deep in the process, we’ve put together a list of our top naming tips:
Conduct a thorough strategic and competitive analysis of other names in the market – this knowledge will allow you to develop the position and branding of the company.
Differentiation is essential – if everyone in your market place uses a descriptive name, choose a different naming approach for instant stand-out.
Invented names can be problematic – with no clearly discernible meaning they’re often harder to remember than familiar words. But they can be emotionally engaging because of their rhythm when spoken (‘Google’ anyone?) – literally good for word-of-mouth.
Evocative names for brands are multi-dimensional, so are more engaging.
And finally, strong imagery evokes strong memory clues, always helpful for brand recall.
We’ll keep you posted on the project and look forward to sharing the eventual result. Now, I wonder if ‘The Really Quite Good Project Management Company’ is taken…?
