Part 2 Dian Tamitiadini S.I.

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The right name distinguishes you from all other businesses, and ideally, it establishes your personality, brand character, market position, and the nature of your offering. Component:
It reflects the brand character you want your business to project. Its descriptive of your offering. It creates an association to the meaning of your brand. Its easy and pleasant to say. Its unique and memorable.

In choosing your name, the following three criteria weigh heavier than all others:
Your name should convey or support your brand image. Your name should convey or be consistent with your brand promise. Your name should have the capability to appreciate as an asset that can be harvested through premium pricing, through licensing, or even through the sale of shares in your business or the outright sale of your brand name to a future owner.

Some brands clearly put the brand promise right into the brand name. Well-known examples include:
Jiffy Lube service centers DieHard automotive batteries Terminix pest control Lean Cuisine entrees Powerade sports drink Coppertone suncare products Miracle-Gro plant food Ziploc storage bags Clear Eyes eye drops

Some brands imply the promise that customers can count on through names that are completely consistent with the benefits they deliver. Examples include: Gymboree: The celebration of childhood Victorias Secret: Romantic, stylish, and feminine lingerie Foot Locker: Athletic footwear and apparel Sunkist: Quality, fresh-tasting, better-for-you citrus products The Home Depot: One-stop shopping for home improvement and construction Legalzoom: A law firm specializing in low-cost divorce services that callsitself the nations leading online legal service

Most brands get their names at one of the following three times:
When a new business or product is being introduced for the first time When an existing business or product wants to face its future with a new name that isnt burdened with a negative connotation When an existing business or product wants to embrace growth opportunities precluded by the limiting nature of its existing name

The owners name or names Abbreviation names Geographically anchored names Descriptive names Borrowed interest names Fabricated-word names

Qualities of Remarkable Brand Names Easy to spell and pronounce Short enough to fit easily on marketing materials and to say on the phone Unique and easy to remember Reflective of your business offering or promise either directly, indirectly, or through association Consistent with your brand character expand its offerings or geographic sphere Capable of growing with your busines your over time Capable of expanding to apply to new products or geographic areas with the brands character Available to trademark Available as a domain name

What to Avoid Unique spellings or pronunciations that consumers wont remember Abbreviations that have no meaning without significant marketing investment A generic name thats hard to distinguish and almost impossible to protect A copycat name that borrows from well-known bigger brands, causing marketplace confusion and risking lawsuits A name that limits the brands opportunity to Owner names, especially if you plan to sell business in the foreseeable future A name thats long and likely to be called by abbreviations that may not be consistent

Independent brands: These are stand-alone brands that represent every offering and activity of the organizations they represent.

Parent-dominant brands: Parent-dominant brands are closely and very visibly tied to the name and credibility of the top-level brand.

Parent-endorsed brands: These are uniquely differentiated offerings that are closely affiliated with their parent brands.

Brand extensions: These brands piggyback on the recognition of an established parent brand but build awareness and interest in a new and different target market segment

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Conduct a preliminary online search for the name. Search your states database of registered business names. Screen the name with the United States Patent and Trademark Office, which maintains a massive database of pending, registered, and expired federal trademarks. Conduct a preliminary domain name search.

Your logo is the graphic design in type or symbol form that conveysyour brand name and character in your marketplace. The best logos are unique, simple, and strong representations of the companies they identify. To those seeing your signage, letterhead, packaging, ads, brochures, and any other communication that carries a visual representation of your brand, your logo is the face of your organization.

Keep your logo simple Design a logo that can be presented consistently across all communication channels Dont do it yourself unless youre a design professional or you want your logo to look like it represents a hands-on business that, in fact, created its own logo.

They feature the name of the business in a unique type presentation called a wordmark. They feature the initials of the business in a symbol called a lettermark. They feature a symbol that represents the business, called a brandmark.

They combine these three logo approaches, for instance using a letter mark or a brandmark as the local point of the logo, accompanied by the full name of the company and sometimes the company slogan or tagline as well in a unique configuration that becomes the companys brand symbol.

Spelling it out with a wordmark Using your initials in a lettermark Creating a brandmark or symbol

A representation of the business name A representation of the brands primary offering A representation of the brands promise An abstract symbol that, over time and through marketing, is instilled with meaning for the brand it represent

A description of your clientele Three to six words that you think best describe your brand and offering Samples of logos you like and dont like, along with some idea of why you feel the way you do about each one Your preliminary thoughts regarding design, color, and shape consid-eration

Whats your type?

Choose a typestyle that matches the character of your brand Customize the presentation of your name in your logo A primer on colors Logo shapes and sizes Logo design evaluation

Establish a color scheme that differs from the scheme used by your major competitors Choose a color scheme that reflects your brand character Choose colors that match your brand and the expectations customers have when selecting your offering Consider how your colors will be interpreted in other cultures or countries if your brand will be marketed outside your immediate market area. If your logo will appear on apparel or logo-emblazoned specialty items, consider how the colors will look on uniforms, golf shirts, ball caps, coffee mugs, or the dozens of other places it may end up The fewer colors you employ, the easier your logo will be to manage No matter what color scheme you adopt, be sure your logo works beautifully in plain old black and white

Presentation of your logo as a single unit Placement of your logo Color treatments Backgrounds and shadow effects

those creating materials for your company will want to take liber-ties with your logo by increasing the size of one element and decreasing the size of another, or by moving elements into different positions to alter the shape of the logo in order to fit it into a space it otherwise doesnt fit. Ban such individualized treatments by providing artwork for your logo in several allowable shape variations

Clarify how much open space must exist between your logo and sur-rounding design elements. Define whether or not you allow your logo to appear on its side or in a diagonal placement, or whether it must always run parallel to the bottom of the page, whether in a horizontal or vertical configuration. Define the smallest size in which your logo can appear

In black and white applications, stipulate whether or not you allow the logo art to appear in white on a black background (called a reverse treat-ment) or whether the logo itself should appear in black, with no reverse option. When printing your logo in black ink, clarify whether you allow it to appear on colored paper or in colored backgrounds and, if so, whether background colors are limited to a range of recommended or allowable colors. When your logo appears in colors, spell out what colors are allowed. If your logo is to appear in green, for example, take the guidelines a step further by telling exactly which shade of green

Many of the best-managed logos bar reproduction of color logos over backgrounds that compete with the logo design. When backgrounds are necessary, you may want to stipulate that the background must be dark enough to allow the logo to be reversed out of the background, causing the logo to appear in white rather than in the standard color treatment.

Its memorable Its short It conveys a brands point of difference by telling what sets it apart from others It clarifies a brands market position and key benefits, especially if the brand name doesnt quickly communicate the brands offerings and distinctions It differentiates a business from all others It reflects the brands identity, character, promise, and personality. Its believable and original.

In crafting your own tagline, consider the following:

Know your positioning statement. Based on your unique position, come up with a list of quick, memorable one-liners that convey your special distinction Put each of your tagline contenders to the test by seeing if they live up to the qualities listed in the section What makes a great tagline? For additional help analyzing your tagline ideas