building a brand2

8/3/2019 Building a Brand2

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Part 2

Dian Tamitiadini S.I.Kom


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The right name distinguishes you from allother businesses, and ideally, it establishesyour personality, brand character, marketposition, 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.


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In choosing your name, the following threecriteria weigh heavier than all others: Your name should convey or support your brand

image.

Your name should convey or be consistent withyour brand promise.

Your name should have the capability toappreciate as an asset that can be harvested

through premium pricing, through licensing, oreven through the sale of shares in your businessor the outright sale of your brand name to afuture owner.


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Some brands clearly put the brand promiseright into the brand name. Well-knownexamples 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


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Some brands imply the promise that customerscan count on through names that are completelyconsistent 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 callsitselfthe nationsleading online legal service


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Most brands get their names at one of thefollowing three times: When a new business or product is being

introduced for the first time

When an existing business or product wants to faceits future with a new name that isnt burdened witha negative connotation

When an existing business or product wants to

embrace growth opportunities precluded by thelimiting nature of its existing name


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The owners name or names Abbreviation names

Geographically anchored names

Descriptive names Borrowed interest names

Fabricated-word names


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Qualities of Remarkable Brand Names What to AvoidEasy to spell and pronounce Unique spellings or pronunciations that

consumers wont remember

Short enough to fit easily on marketing Abbreviations that have no meaning

materials and to say on the phone without significant marketinginvestment

Unique and easy to remember A generic name thats hard to distinguishand almost impossible to protect

Reflective of your business offering A copycat name that borrows fromor promise either directly, indirectly, well-known bigger brands, causingor through association marketplace confusion and risking

lawsuits

Consistent with your brand character A name that limits the brands opportunity toexpand its offerings or geographic sphere

Capable of growing with your busines Owner names, especially if you plan to sellyour over time business in the foreseeable future

Capable of expanding to apply to new A name thats long and likely to be called by

products or geographic areas abbreviations that may not be consistentwith the brands character

Available to trademark

Available as a domain name


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Independent brands: These are stand-alonebrands that represent every offering andactivity of the organizations they represent.

Parent-dominant brands: Parent-dominantbrands are closely and very visibly tied to the

name and credibility of the top-level brand.


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Parent-endorsed brands: These are uniquelydifferentiated offerings that are closelyaffiliated with their parent brands.

Brand extensions: These brands piggyback onthe recognition of an established parent

brand but build awareness and interest in anew and different target market segment


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1. Conduct a preliminary online search for thename.

2. Search your states database of registeredbusiness names.

3. Screen the name with the United StatesPatent and Trademark Office, whichmaintains a massive database of pending,

registered, and expired federal trademarks.4. Conduct a preliminary domain name search.


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Your logo is the graphic design in type orsymbol form that conveysyour brand nameand character in your marketplace.

The best logos are unique, simple, and strong

representations of the companies theyidentify.

To those seeing your signage, letterhead,packaging, ads, brochures, and any other

communication that carries a visualrepresentation of your brand, your logo is theface of your organization.


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Keep your logo simple Design a logo that can be presented

consistently across all communicationchannels

Dont do it yourself unless youre a designprofessional or you want your logo to looklike it represents a hands-on business that, in

fact, created its own logo.


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They feature the name of the business in a uniquetype presentation called a wordmark.

They feature the initials of the business in a symbolcalled a lettermark.

They feature a symbol that represents the business,

called a brandmark.

They combine these three logo approaches, forinstance using a letter mark or a brandmark as thelocal point of the logo, accompanied by the full name

of the company and sometimes the company slogan ortagline as well in a unique configuration that becomesthe companys brand symbol.


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Spelling it out with a wordmark Using your initials in a lettermark

Creating a brandmark or symbol


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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 andthrough marketing, is instilled

with meaning for the brand it represent


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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 wayyou do about each one

Your preliminary thoughts regarding design,

color, and shape consid-eration


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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


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Establish a color scheme that differs from the scheme used by yourmajor competitors

Choose a color scheme that reflects your brand character

Choose colors that match your brand and the expectationscustomers have when selecting your offering

Consider how your colors will be interpreted in other cultures orcountries if your brand will be marketed outside your immediatemarket area.

If your logo will appear on apparel or logo-emblazoned specialtyitems, consider how the colors will look on uniforms, golf shirts, ballcaps, 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 worksbeautifully in plain old black and white


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Presentation of your logo as a single unit Placement of your logo

Color treatments

Backgrounds and shadow effects


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those creating materials for your companywill want to take liber-ties with your logo byincreasing the size of one element anddecreasing the size of another, or by moving

elements into different positions to alter theshape of the logo in order to fit it into aspace it otherwise doesnt fit.

Ban such individualized treatments byproviding artwork for your logo in severalallowable shape variations


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Clarify how much open space must existbetween your logo and sur-rounding designelements.

Define whether or not you allow your logo toappear on its side or in a diagonal placement,or whether it must always run parallel to thebottom of the page, whether in a horizontalor vertical configuration.

Define the smallest size in which your logocan appear


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In black and white applications, stipulate whether ornot you allow the logo art to appear in white on ablack background (called a reverse treat-ment) orwhether the logo itself should appear in black, withno reverse option.

When printing your logo in black ink, clarify whetheryou allow it to appear on colored paper or in coloredbackgrounds and, if so, whether background colorsare limited to a range of recommended or allowablecolors.

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 bytelling exactly which shade of green


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Many of the best-managed logos barreproduction of color logos over backgroundsthat compete with the logo design.

When backgrounds are necessary, you maywant to stipulate that the background mustbe dark enough to allow the logo to bereversed out of the background, causing thelogo to appear in white rather than in thestandard color treatment.


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Its memorable Its short

It conveys a brands point of difference by tellingwhat sets it apart from others

It clarifies a brands market position and keybenefits, especially if the brand name doesntquickly communicate the brands offerings anddistinctions

It differentiates a business from all others

It reflects the brands identity, character,promise, and personality.

Its believable and original.


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In crafting your own tagline, consider thefollowing: Know your positioning statement.

Based on your unique position, come up with a list

of quick, memorable one-liners that convey yourspecial distinction

Put each of your tagline contenders to the test byseeing if they live up to the qualities listed in the

section What makes a great tagline? For additionalhelp analyzing your tagline ideas

building a brand2

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