What Is In A Brand Name

I received in my inbox this morning from one of the media communities I am quite active in:

“About FCKING Time (AFT), a magazine focusing on sex, dating, relationships and travel and aimed at women in London, has launched. The monthly title will be produced by the About.Time Magazine team.”

Seriously, this is not a reflection on my choice of reading material. There is a valuable lesson for those of us creating new brands or refreshing tired ones.

If you consider what attracts your ideal clients to your business, the impact of your brand name and the way you chose to organise and convey your value, think about “CUPID:

1. Compelling content (articles and insights that cause the reader to say “I never thought of it that way before?”)

2. Unparalleled credibility (the people speaking, the suggestions offered and the results outlined are something I would have difficulty in challenging)

3. Powerful affinity (the intellectual perspective, the stories shared, the shared values)

4. Incredible value (tangible benefits personally and professionally)

5. Demonstrable impact (repeat business, referrals, growth of your community and so on)

An effective brand name is one that is short and memorable, which when applied consistently, frequently and intelligently in the mind of your ideal clients conveys the key attributes of your organisation and the impressive value you provide. Organisations spend kazillions on endless needs analysis that does little in moving the needle.

Pick three potential names, draw up a list of key constituents (customers, shareholders, employees, business partners and so on), ask their feedback and move confidently to a final decision. The objective here is both quality AND speed.

You may well choose  a brand name with a higher degree of subtlety and taste than the aforementioned magazine, however, don’t waste a lot of valuable time and money that could  more productively be deployed on your marketing, client acquisition and client delivery processes. After all “Goldman Sachs”, “Apple” and “Versace” have served those organisations just fine, long after their founders’ deaths.  

©    James Berkeley 2014. All Rights Reserved. 

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