If you own a business with a name that goes with all the other Tom, Dick or Harry Enterprises, it may be time to rethink your branding strategy. On ranchers’ cattle, a hot iron makes a permanent mark by burning the hair and skin. If the branding iron isn’t hot enough, it will only make a temporary mark that will eventually fade.
Let’s face it, when many of us small business owners started our businesses, we didn’t really consider the power of a great brand. With all the other “stuff” that happens as businesses get off the ground, we often don’t take the time or invest the resources to create a compelling brand that sticks.
Some of us go for the simpler brands like Bill’s Tour Guides or K&S Hair Salon. Some opt for mysterious names, such as Industrial Solutions or Southern Sales, that tell potential customers very little about the business or products.
If you’re starting a business or want to heat up your brand, then think red hot. You need a name that sticks in the minds of your potential customers. Your brand should define who you are and what your company does and do it in a way that is memorable. The brand also needs to evoke the right feelings and emotions about your business.
There are many different strategies for developing the perfect brand name for your company or product line. Here are some examples.
Address customer concerns – let them know in advance that you won’t let them down
- One hour of heating and air conditioning
- fast printing
- FedEx
Build trust or stability – make your customer trust you and your product
- Duracell batteries
- under armor
BeVisual – put an image in the mind of your client
- Blue dot technologies
- BBQ of two fat dads
be creative – this usually requires a larger marketing budget, but can be powerful
- iPod
- turn on
- starbucks
Steps to build a brand that burns
- Brainstorm: discard all the words that describe you. Throw out all the words that describe your product or business. Next, discard any words that describe the emotions, thoughts, or feelings you want your customer to have. Write them down or enter them into your computer for later reference
- Thesaurus: Get the thesaurus and look up catchy synonyms for any of the words generated during brainstorming.
- Test Word Combinations: Combine some of the words above as direct sum combinations, like in Blue Fin Salon. Also combine some of the words as fused word combinations, like in Invisalign
- Get information from friends, family, potential clients, business owners or advisors. Something that sounds great to you may sound very bad to others.
- Domain Verification – This is one of the most important parts of the process. You should secure a domain name (http://www.mybrand.com) that uses most of your brand name, if not the entire brand name. Potential names should be checked as you think of them, so you know what is available. If your brand is not available, keep thinking. You can find a great web tool for looking up domain names on the go at ddwhois.com. Also, visit makewords.com to find word and domain name combinations with one tool.
- Trademark Search – You should conduct a trademark search to see if anyone else has a trademark registered under your brand name. Visit the US Patent and Trademark Office search site at http://tess2.uspto.gov/ If you wish to register your name, consult a qualified trademark attorney
- Search the Internet: Even if your name isn’t registered, someone may already be using it. Do a Google search for the name in “quotes”. This will display any exact word combinations of other people who may be using the name. If someone is already using the name in a similar industry, it’s probably best to stay away. If in doubt, consult an attorney
Think hot when developing your brand name. If the mark really burns, it won’t fade.