It recently dawned on us that many business start ups are
cornered into coming up with a name.
In our previous blog WHEN A CHILD IS BORN, BRAND IT
,
we emphasized the need to brand your product before you
launch it into the market. However, this does not warrant the speedy development
of random names and images just to come up with an identity.
A brand name is a key component of
your identity; in fact your visual and verbal identities are the only
interactions that you have with your potential clientele. Your name serves as
the flute that charms your first time clients into making that purchase.
We are all familiar with the story of Rumpelstiltskin. In this tale, Rumpelstiltskin - a magical character- helps a poor girl turn straw into
gold. He in turn asks for the poor girl’s (who is now queen) child as repayment
for the services offered. The child is to be taken away after three days if the
queen did not guess the magical creature’s name.
Some of the many start ups that we
have come across are as crazily branded as Rumpelstiltskin. At least Rumpelstiltskin’s name and brand called for
a short ugly looking character!
He might have been able to turn dried up grass
straw into gold but we cannot seem to shake off that ugly name. Our gold
spinning business names should reflect exactly that. In the story Rumpelstiltskin
was responsible for all the gold but the king only saw the queen and
not the small ugly magical creature.
If the cost of
branding is expensive, what then of the cost
of rebranding? Double: the
amount of time, energy and money spent on creating a brand. In this current market, a brand
niche is too valuable an asset to be wasted away just because of a hastily
designed ‘brand name’.
Anyone can come up
with a catchy name, but not all catchy names need to label a business.
At Brand on Brands we take pride in our naming
services. Give us a call and we
will be happy to help you create the ideal identity for your business.
