Brand Development.

A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. Strategic brand development requires a distinctive name. A company name should be considered a promise—a testament to what a customer can expect from the product or service behind the name.

Challenger Brands must commit substantial time and energy to brand identity development. Thorough research to determine holes in consumer deliverables amongst competitors, along with a deep and honest understanding of the brand’s genuine essence, is just the beginning of effective strategic brand development.

Brand identity development starts with a brand’s name. An effective brand name establishes a connection of trust and loyalty with the user. The sound of the spoken name, regardless of meaning, is a significant consideration when naming a brand. An easy-to-understand pronunciation translates across languages and is more likely to be remembered.

In today’s digitally dominant age of brand identity development, a brand name should also be the domain name, requiring brands to consider:

A brand built on a foundation of a relevant, memorable and menaningful moniker, designed to reflect all of the qualities of the brand as well as the brand’s consumer promise paired with a bold tagline, has a gigantic head start in its brand identity development.

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I can’t imagine where we would be today without Gumas. They listened to our needs and single-handedly transformed our company from a so-so performer into a superstar performer using their Challenger Brand strategies. They acted like the success of our company was their success and always went beyond all of our expectations.–Peter Becker, President, Critical Logic

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