What’s in a name?

What you call your business is just as important as what it does. Your name needs to stand out, appeal to the right people and indicate what you do and how you do it differently.

There are countless stories of how famous brand names came about:

• Richard Branson named his record company Virgin, because he knew nothing about the business.

• Coca Cola was named after its primary ingredients, the coca plant (caffeine) and the Kola plant (cocaine).

• Nike is the Greek goddess of Victory. The company was previously called Blue Ribbon Sports, which doesn’t have quite the same ring to it.

• Steve Jobs was on a fruitarian diet when it came to him that an Apple was something that was ‘fun, spirited and not intimidating.’

Obviously billions of dollars have been spent over the years to carefully craft and promote these brands. But for every brand that makes it, many fall by the wayside. In fact 40% of start-ups don’t see their 5th birthday.

So, how can you give yourself the best chance of developing a name and identity which will grab customers attention and stand the test of time as well as these have?

If you are highly creative and good at cross-words; if you have a thorough understanding of your market and what your competitors are doing; If you’re clear about the strengths of your product or service offering; If you know what your potential customers are looking for and how to reach and engage them, you’ll probably be able to do it yourself.

If not, you could do with some help.

We provide a tailor-made service that starts with gaining a thorough understanding of your business and your hopes for it.

We talk to your employees and customers to gain context and authenticity.

We review your competitors’ activity and compare their offer.

We gather all this together in one easy to read document and present it with a choice of relevant names that reflect your aspirations for your business as well as communicating what makes it different.

We then manage the development of your logo and identity to match the chosen name and develop the key themes and messages that ensure consistency in all future marketing communications.

To find out more, contact Nick.holker@therareskillsset.com or call him on 07747 561687