We met a business last week that had just launched 6 months earlier, what became apparent during the meeting was the total failure of process and thought by the original designer/agency in one of the most basic fundamental elements of branding. The name was clearly a barrier for success, let alone the confused visual treatment. It is often hard to assess the value of one name over another and when personal opinions are considered it can be a very stressful decision.

Below are some ways you can think about your company and make the most of what is available to you. Of course you can pick a range of names and if you have time, money or an idea that will create such traction of it’s own it becomes less critical. However in the crowded environment we live it is esential to select your name and identify the visual elements of your brand mark carefully. (I will post soon about some other critical choices including typography and colour).

The right name has the potential to become a self-propelling publicity campaign, motivating word of mouth, reputation, recommendations and press coverage.

Here is some advice on the types of name you can select:

Founder – Many companies are names after founders: Ben & Jerry’s, Martha Stewart, Ralph Lauren, Mrs Fields. It might be easier to protect. It satisfies and ego. The downside is that it is inextricably tied to a real human being.

Descriptive – These names convey the nature of the business, such as Toys “R” Us. Find Great People, or E’TRADE. The benefit of a descriptive name is that it clearly communicates the intent of the company. The potential disadvantage is that as a company grows and diversifies, the name may become limiting. Some descriptive names are difficult to protect since they are so generic.

Fabricated – A made-up name like Kodak, Xerox, or TiVo, is distinctive and might be easier to copyright. However a company must invest a significant amount of capital into educating its market as to the nature of the business, service or product. Häagen-Dazs is a fabricated foreign name that has been extremely effective.

Metaphor – Things, places, people, animals, processes, mythological names or foreign words are used in this type of name to allude to a quality of a company. Names like Nike and Patagonia are interesting to visualise and often can tell a good story.

Acronym – These names are difficult to remember and difficult to copyright. IBM and GE became well known only after the companies established themselves with the full spelling of their names. There are so many acronyms that new ones are increasingly more difficult to learn and require a substantial investment in advertising. Other examples: USAA, AARP, DKNY, and CNN.

Magic spell – Some names alter a word’s spelling in order to create a distinctive, protectable name, like Cingular and Netflix.

Combinations of the above – Some of the best names combine name types. Some good examples are Cingular Wireless, Citibank, and Hope’s Cookies. Customers and investors like names that they can understand.

Qualities of an effective name (more…)

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Last year we worked on the UK launch of a new profiling tool called the Hartman Index. After initial research showed little extra benefit of the founder’s name in the UK market, we recognised that this challenger brand needed as much penetration as possible. It therefore required a re-think of the name and a new brand strategy for the UK launch.

We created a new, more functional focused name to aid the initial awareness campaign which bred success. We re-branded the service to ‘The Judgement Index’ as the primary indicator and measure is on an individual’s judgement and values.

This has proven to be so well received that the American company behind the unique set of algorithms and interpretation manuals requested that we apply the same brand image, language and style across the world.
We are delighted to say that this has now been rolled out across the US with the small Americanism to remove the ‘e’ from the spelling of Judgement!
We have produced training packs, folders, online videos and many kinds of marketing support materials. Take a look at the UK site here http://www.judgementindex.co.uk and the American one here: http://www.judgmentindex.com

The Judgement Index Branding

If you need help launching a new service, product or brand get in touch and we’ll see if we can help.

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… and it’s not for a bath company either, it’s for me!

I just had news yesterday that my after completing my Chartered Management Institute course earlier this year, that I have passed. I am therefore, now a qualified and chartered manager, therefore you have to do as I say.

So… mine’s a black tea, no sugar please I’m bitter!

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Well, it’s been a while since I posted so I’m going to hit you with a double post today. Right here. Right now!

As many of you know, I am probably the wackiest blog poster that you know, and some of you just don’t get where I’m coming from, so what follows will no doubt surprise you all!

I take my work seriously and I also take the next wave of new competitors (who are currently still in school) very seriously also! I believe competition is what keeps people on their toes, trying harder and coming up with better ideas and designs. I have a lot of time for young people, especially those who in today’s easily influenced climate make choices to be hard working and upstanding. It is because of this that I chose to implement a formal work experience program into the company about 3 years ago.

In the time we have been doing this, we have become very well recognised and respected, and highly sought after amongst the local educational establishment, both mainstream and higher education! It always makes me happy to have helped people in making such important decisions as which holiday destinations to avoid, what foods require the extractor fan on when cooking, and what career path to start on through life and how best to achieve it. I take great pleasure when looking through my lever-arch of thank you letters and what-not, in knowing that we have if nothing else, provided a young person with an experience with which they can make an informed decision based on knowledge, rather than the fear of failing, as is too often laid down in education!

Recently I was contacted about my work experience antics by a local school and business and enterprise specialist college, to ask if I would join in a video conference on web design, with a class of their students. Obviously I jumped at the chance to do it. And a week later, over the course of an hour, I was verbally sniped from many directions with some pretty intelligent and sometimes tricky questions! They ranged from directly relevant to their project work, to far broader subjects encompassing design rules! It was great to do, and nice to know that we have helped in a very literal and immediate way!

Bet you didn’t expect that did you!

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