Know-How Exchange : Branding

What's the current name? Who do you want to appeal to? Has your target audience changed?

What separates you from other web designers?

Do you have a current site you can share?


Jodi

What do you mean by "easier to brand?" What are you trying to accomplish? What is the brand you want? If you are in a service business in which your own talents are the primary product, there doesn't seem to be much to brand other than yourself.

What do you expect to happen when you are "easier to brand?"

Dear savagemic200,

Your company name's got nothing to do with branding.
That's it, in a nutshell.

Changing your name won't wave a magic wand over your
business and make everything hunky dory.

Your brand is connected and deeply enmeshed in what your services permit your customers to do or accomplish as a consequence of having done and of doing business with you.

Branding is all about the indelible stamp that you leave with your client. Think of the good things of your business as a hot iron seared into the client's memory, or as a tattoo that's part of their marketing skin. That's what your brand is. You name is NOT your brand.

Gary Bloomer
Wilmington, DE, USA

Gary provided sound advice with "You name is NOT your brand".

It is also true that your name can and should reflect your positioning strategy.

For example, Vicks identified a new market segment they called "night time cold medicine". Based on the strategy to be the first to launch a product within this segment they created the product name of "NyQuil" and had great branding success.

Your name should reflect your brand positioning strategy.

hope this helps,

Steve