Most people are of the opinion that abrand is a tool of communication of what they are or what they do. They think of using catchy logo names for their brand, business or service. The name may or may not convey the mission or identity of their businesses.
A good brand expresses the identity of itself. A great brand does more it is a tool by which an identity is communicated to the audience, like conveying a promise. For example TATA, we feel the group as a communicating quality and service.
It is important to be clear and simple as possible. This is not a nature trait of entrepreneurs. An example is Ritz Carlton: it is clear and simple it does not have the words luxury, hospitality and hotel in it. Yet it communicates the idea clearly.
The not be cluttered with brand promise and references of how you are different. You are and what you do is the core of your brand promise. Most good company’s rely on brand quality or value rather than brand recognition.
Avoid common words that are used by other companies such as: strategy, core values, mission, vision, operational excellence, efficiency, value-added, character, integrity, positioning, sustainability, corporate citizen, cause.
Use the references of your constituents: customer, partner, investor, or employee. They have a lot of common sense and good knowledge which they can share.
After you have done this you can easily connect the dots and have a very persuasive brand name.
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