By Blake Manson
Branding is an art that many people fail at. And short term branding, although effective, is not a sustainable form of founding a long term business. I think about this a lot with newer internet start-ups.
Examples: Companies with Crafty names without meaning. Like Hulu. Poor name.
"There is a moment during every presentation I give when I offer something enormously valuable." Says Ken Carbone, a branding specialist, "I tell clients to write down what is essentially the formula for successful branding employed by the best brands in the world. With their undivided attention and pens in hand, I summarize this formula for them in three words: Unify. Simplify. Amplify."
Ken goes on to say, "This is how the world’s best brands tell their stories effortlessly. Apple. Virgin. Lego. Dyson. Prada. They all apply this formula. But the good news is that this can work for any brand, old and new, large or small-- when designing a new brand identity or refocusing an existing one."
"What makes a good business name?", Monica Campbell from Gobizsuccess answers the question, "Depends on what type of business you are in. Many strategists agree that a business name should either be direct so your customers know exactly what you sell, or be unique so customers remember you. Your business name will depend on the type of culture you want to create and the marketing plan you have behind it."
As I agree with both Ken and Monica, I will have to say that Ken has a better answer towards sustainability. A company name needs to be simple, yet elegant enough to unify your business goals and objectives. Picking a business name is just like picking a logo. You want a character that sticks and will not loose meaning when looking at it as a whole.
Exercise: I am looking for a business name for a new innovation firm. It plans to sell consumer renewable energy products. Affordability is one of the main aspects of the company. Technology is a huge influence. And combining the newest innovative technologies with ease of use, design and user appreciation is how the company will be sustainable.
I registered a company in the past named "Manson Engineering Technologies", and kept calling it "METech" for short. I like the way that rolls off the tongue. After a quick search in the Texas Comptrollers Office website, I found the name is available. After a quick search on GoDaddy.com, I find that METech.com is not available, nor is ME-Tech.com. I must look into a more creative domain name.
As I search for more insightful information on this name, I find that the logo or the insignia is just as important as the name itself. I must idealize this logo to become a massive product advertisement that can be amplified to the millions. Without being too artistic, I need to be able to see my costumer inside my logo and find that it can be around for many years to come.
I have set a meeting with a graphic designer friend to help me out. I will explain to her my intentions with the company and see if she likes the name. If so, I can make the move with her to help me with a logo that is unified, simplified, and can be amplified like Ken Carbone recommends.
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"Once an idea is planted into your head, it is like a virus. It takes over your thoughts, your future intentions and controls your decisions almost inherently."
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