Have you ever wondered how multi-national companies like McDonalds,
Coca-cola, Microsoft, Apple, Intel, Motorola, Sony and UPS
came up with their names? Just think, if these companies have
some lame or forgettable brand name, would they be as big
as they are now? Every company starts out by thinking of a
name. A law firm, for example, commonly uses the names of
its associates, like Smith, Johnson and Brown Law Firm. The
name of a woman's specialty shop should be something sensual
and exciting, like Victoria's Secret or Bare Essentials. A
clothing line should boast the popular designer's name. Corporate
branding does not just involve the company name. It also includes
the corporate logo design and the overall company image. More
importantly, it conveys your corporate identity. When you think of computers, Microsoft comes to mind. Instead
of photocopier, you think of Xerox. Toothpaste equals Colgate.
Coming up with the perfect brand name that will stick to the
consumer's mind is as important as coming up with the finances
to start a company - be it big or small.
First Impressions Last
When you distribute a business card, see what dominates
that small piece of paper. Brand names and logos. Bland
brand names never work. When you think of a name, follow
these rules:
Be original.
Do not be overly creative - business cards must be
functional. Sure a uniquely sized/shaped card might
generate interest but it's very hard for a secretary
to file in a business card rack.
From your options, choose one that has a global appeal.
Branding
In today's global marketplace, a brand is considered as
a valuable corporate asset and a marketing tool for success.
Thus, you should always give careful consideration to different
cultures if you plan to conquer a worldwide market.
The Simpler the Better
When creating the company logo, it is much more advisable
to be creative and distinctive. The more conservative designs
apply to a target market of the same kind. If you apply
the same concept to a company whose customers are supposed
to be young and hip, they will fall asleep as soon as they
hear your brand name and see your logo. With a younger clientele,
it is best to be energetic and creative when thinking of
corporate naming and branding.
Brand Name Equals Image
With the Internet being considered as the most powerful
marketing tool, it is very important that your customers
remember something distinctive about your company. Give
out a clear picture of the message that you want to impart
and the image that you want to project. Strong graphic design
is the ace up your sleeve to leave a lasting impact of your
company.
Be Consistent
Corporate branding takes time. It includes your company
name, your logo, your customer service, the staff, the building
location, the state of the offices, even your maintenance
staff and the company vehicles. As years pass, your company
develops a certain reputation. It is a good thing if, upon
hearing the name of your company, people would immediately
associate it with the service or product that you represent.
Make sure that you stick to the corporate image that you
want to project.
Create a Powerful, Branded Web Site
Marketing though the Internet is yet another aspect of corporate
branding. You should develop a distinctive, informative
and complete web site. This is so that customers would have
a clear understanding of your company profile.
Research, Manage, Dominate!
Try visiting websites which offer corporate branding and
advertising services. Better yet, look for the people behind
the big companies and ask or research on how these establishments
have gotten to where they are now. check on their corporate
structure and how they began. Make sure that the people
who make up the corporate ladder have enough enthusiasm
and confidence about the company which should rub off on
the rest of the staff. It would never hurt your company
if you have a good personnel attitude and an intense pride
of work.
