Each week, frustrated entrepreneurs, call me, exhausted from their recent marathon name. They have dozens (if not hundreds) of hours of valuable time churning out endless list of ideas, suggestions, brainstorming, etc. spent
The results?
A cluster of names with no rhyme or reason to it little or no group consensus, the lack of suitable domain name, trademark issues and a potential deadline looming, or one kind or another, the group has grown moreCarefully remove the test everything, and everyone wants to just "go ahead".
Sound familiar?
At the root of this problem is the lack of established "brand filter." Filter by brand, I mean, the selection criteria that almost everyone in the company by nature, but that remains unspoken. I think it's: "Yes, that is suitable for us!" Spiritual and the glass, which with every new idea or project must, before anyone in the company, said such a move might be useful.
ImagineBoard of Directors for Rolex and one of the top seller come to you with a proposal to sell millions of cheap Rolex watches this season at Wal-Mart - what would you say? What happens if another vendor is coming to you with the idea of co-branding an interior Rolex in a new line of Lexus cars? Proposal that would make more sense? Why?
On the one hand, one could argue that the Rolex Watch Company, and that the sale of millions more watching the road ahead, even if it meanssell cheap. A careful observer would see that it is not really a Rolex watch company, is a prestigious company. The clock is the only method or the sale of prestige. If properly understood, this subtle shift has enormous consequences. Instead of expanding your brand on product lines that extend along sees attribute lines.
So in this case would be the first "filter name" for the prestigious Rolex. Every new idea, product, service, trade markExtension would need, etc., to incorporate an element of sensuality and sleek sophistication before they were ever considered. If Rolex should carry out a task then would be one of the main criteria of need, elegance, prestige and luxury vs. must be to convey the idea of transmitting "see".
Strange as it may seem, of course, the most significant appointments to use the filter to evaluate the brand names. Without them, the names tend to be literal descriptions of the routes and the assessmentpotential new names to the default random associations - the personal judgments that have nothing to do with the company or its future direction. Without the right brand, the filter criteria can be quite arbitrary, such as "There must be a word." Or: "There has to be high the alphabet." Or: "It must have a consonant lasts." This should have all the technical, linguistically constructed so that they are secondary to the main purpose of a name to reflect who you are, accordingyour most compelling attributes.
One of the best brands filters to name our company was a feeling of brilliance, transparency and clarity. In this sense, we have developed called tungsten, a metal used to illuminate the light bulb Thomas Edison. From the point of view of language, the name was a little 'problem. It is not the easiest to spell. The exact matching domain name was not available. But the main consideration was given to the fact that the name embodies the essencecreate brilliance. In other words, there's a story.
In defining the filter of the mark, that the main features that you want to send in your name? And 'the force? Easy? Reliability? State? What are the most important? Write a list of their priorities. Typically, the higher level attributes will be less high and more pragmatic criteria (ie length of the name, exact matching domain name, etc.) Here is a typical example of an Internet start-ups.
SampleBranding / Naming filters
1 transmits a sense of innovation and ingenuity
2 has a "commercial break" quality that makes consumers want to know more.
It flows easily into a new 3 story / elevator speech on society
4 It is easy to say and spell.
5 has a close vote. Com domain names
Once the set of filters to make, it is much easier to ask your group of decision makers, not the nomination of candidates to be compared with the list of criteriathat their personal prejudices. The question is simply: "How can we compare this potential names before our filter branding?" vs. "What do you think of these names?" Remain flexible with the process. If a name matches the filter, but everyone hates him, then maybe the filter is set correctly, or re-prioritization. Maybe with a simple name to say is more important than first thought. But with these filters, it creates the context in which it is best to assess your nameDecisions.
Filter Brand in ahead of a product or company names mentioned association, you can relieve a lot of missteps and consensus natural and intuitive. The process of naming names is a real meeting more productive. Instead of names that describe the products it sells, create names that are the essence of who you are, what you're doing and why you do it to pass. And that makes for big brands.
0 comments:
Post a Comment