There’s been a flurry of rebranding activity for new clients at Milestone this year. Naming is something that regularly crops up so we thought we’d pass on some of our insights on the subject.
A great name can make or break a brand. Chosen well, it can be your most powerful and valuable asset. But many organisations struggle with brand naming. Like naming your own children it’s a big responsibility. You want your product to stand out from the crowd but not to get teased on the playground. And if you’ve got big ambitions for your newly christened brand you’ll want to know that the name can travel a bit too. Will it roll off the tongue in other markets or will it have to go abroad under an alias?
Over the next few weeks we’ll give you ten pointers to help give your new widget the best possible start in life. Here’s the first…
1 – Judging names
Before you begin the process of creating names you need to know how to judge them. And for this there’s a few searching questions to ask yourself: Is it on strategy? Does it work for your customers? How ownable is it?
You’ll also need to be aware of how brands work:
/ Brands are helpful – Like signposts for shopping, they make our lives easier
/ Brands nourish our self esteem – They make us feel good about ourselves
/ Brands are original and authentic – They have a point of difference
/ Brands are iconic – They are the shorthand for an experience
/ Brands are memorable – Bland is not an option
/ Brands have a personality – They have a distinct tone of voice
/ Brands are emotional – They connect with our hearts and minds
/ Brands are tribal – They tap into our ancient human need for belonging
Come back soon for the next installment on Strategic Names…
In the meantime, follow these links for some comedic takes on the art of naming.
Armstrong & Miller phone naming sketch
Mitchell & Webb dry cleaning company sketch
At the beginning of 2011 I decided that I would set myself three challenges to carry out during the following 12 months, a skydive in March, the London 10k run in July and then the finale – attempting to summit Kilimanjaro.
After a whole year of training and preparation, on the 1st February this year I set off for Tanzania.
It was a grueling but beautiful 10 days on the mountain. Altitude sickness & loss of appetite was an issue from about day 2 but with the help of our leader, medic & fantastic porters I pulled it together! I’m not sure I will ever be able to explain the mixture of feelings & emotions I experienced on summit night & the sheer elation when I made it to the top.
Climbing Kilimanjaro, as I predicted was the hardest thing I have ever done in my life but has also been the most rewarding. I made some amazing friends along the way – we called ourselves ‘Team Lucky’. Everyone looked after each other & kept spirits high.
It has been strange being back home, I missed life on the mountain & the comradeship of our team but Im enjoying a rest from training and am so grateful for the small home comforts I once took for granted!
I’m delighted to say that my 3 challenges have now raised over £4000 for Brain Tumour UK – the leading, caring charity committed to fighting brain tumours. Their work focuses on providing support, funding research and raising awareness.
I would like to thank everyone who has sponsored and supported me & for anyone who would still like to donate they can at www.justgiving.com/kathrynearl
Would I do it again?……. If you had asked me the same question on summit night, I may well have said no! …. but I HIGHLY recommend everyone to do it, it really was a rewarding life changing experience & I’m already thinking about what my next challenge can be!