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:
For a domain name to be memorable it must be unique and distinctive. Strong memorability usually makes it easier to build emotional appeal among consumers. When Internet users remember your domain brand name, they are more likely to think of you when they are ready to use your service.This top-of-mind recall is important as you want your domain brand name to be first in the minds of consumers and convert your mind share into “user” share.
An effective domain brand name should be a relevant and accurate representation of the website. Does your domain name project the best brand identity? To be relevant your domain name should identify and reflect the desired image for your company or enhance key words that relate to your offerings.
In our current mobile global marketplace, a business or product searching for success must have a .com Internet address. Your customer’s mobility has made the .com domain brand names critical to your success. Internet capable “smart phones” offer users only one domain extension key, the “.com” key. The .com key makes your new Internet website easily accessable for your customer as long as it has a .com Internet address.
Once the name has been determined, a logo must be created to visually reflect the attributes and benefits of the newly developed brand. Strategic brand development must align the brand image with the new positioning and brand name, conveying those key qualities that constitute the brand. When designing a new logo, we must be mindful of the following:
A large part of brand identity development is the creation of a tagline to accompany the new look and feel of the brand. Challenger Brands generally need taglines as these brands often cannot stand on their own and require a tagline to briefly and meaningfully communicate who they are and what they stand for. Every time a consumer sees the brand, they see the tagline support language that “does the talking” for the company. And remember, the tagline must be true, emotional, stand for something, be declarative and proprietary. A tagline must be original, bold and use powerful words that rise above their simple definition.
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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