Capture the Essence of Your Brand

Branding with an Open Heart Series – Lesson 23: Representation

Representation A

External Branding – The Business Name

Already have a name for your business? Great!!

But, for those of you who are stuck, in the midst of to re-branding, or need a cool name for a product, I have a few suggestions to help you ease the pain of this long and grueling process. I know that you want to get it just right…for your audience. After all, you do plan on staying in the game, right? Of course you do.

Let’s get to work…

Note the following techniques used by the major game players to brand their company:

Try shifting the meaning of an existing word. Think of one word that has nothing to do with your business.

  • Apple
  • Target
  • Google

What about a word (or two) that has everything to do with your business.

  • Staples
  • Shell (oil company…actually you should read the history)
  • American Express

Borrow from a different language.

  • Nike
  • Sony
  • Lego

Your name: It can be first and last, just the first or just the last (if it is unique), or first, middle and last; maybe just the initials (if they flow) or initial(s) and a name; combination of two names; parts of two names

  • Marriot
  • JPMorgan
  • Disney
  • Wal-Mart

The name of something, like a river, valley, club; part of the name of something

  • Nokia
  • Adobe

Initials; acronyms; abbreviation; first letter of each word in a long business name

  • AT&T
  • HBO
  • LG
  • GE

Blending existing words or names, combined and shortened; creating new words

  • Pinterest
  • FedEx
  • Coca-Cola
  • Duracell

Combination of two existing words; it can make sense…or not:

  • Facebook
  • Starbucks
  • Microsoft
  • BlackBerry

Numbers; names and numbers; letters and numbers; concepts; colors; animals

  • 112 (Male Singing Group)
  • Fresh (bath and body line)
  • A1 (steak sauce)
  • 7-Eleven
  • Red Bull

Whatever you decide, just remember…it has to feel right in your heart and soul.

Internal Branding – The Business Mantra

Branding is so often confused with a logo, a mission statement or a tagline. It is none of the above. Branding is a promise – a promise you keep for the lifetime of your business. As an entrepreneur it is an extension of you as a person.

Branding becomes your personal promise. It’s the promise your client wants from your business and most importantly the promise that you consciously choose to keep. This is the promise you make and keep in every marketing activity, every personal/business action and every customer interaction.

A branding statement is usually, a mantra of about 2 to 5 words. Not the slogan and not the tag line. It is not to be used for advertising copy or external use. This is internal branding…your why.

For example:
When I teach the 5 degrees of marketing, throughout my entire branding process I use the words be, love, capture and essence.

One of my business slogans, Be who you are…Love what you do…The Brand will follow, indicates how I will help my target audience brand themselves and their marketing strategies.

But, my mantra Capture the Essence is the promise that I choose to keep throughout the life of my business: to teach entrepreneurs marketing techniques starting with their core essence. In other words, just be.

Here are some examples of famous brands and their mantras:
Nike: Authentic Athletic Performance
Hallmark: Caring Shared
Disney: Fun Family Entertainment
Disney World: Magical Fun
Starbucks: Rewarding Everyday Moments

Your mantra not only tells your audience what you do, but what your company is all about. The brand mantra goes deeper than the service or the product. It is the combination of: the service, the product, the customers, the clients, the employees and what you and your company stand for. It is the essence of who you are.

Branding 911 – Emergency Brainstorming

Did you brainstorm a name that was so fantastic…and then you found out the domain was already taken? And, you thought you were the only genius out there.

Well, I got you covered.

Try This tool can help you brainstorm some really unique names. Just scroll down the page, type in a word that has to do with your business in the white box on the left bar, then scroll back up and click create wordoids. This tool spits out a bunch of really cool and crazy name combinations.

Give it a try and let me know what you come up with.

“Good design is good business.” ~ Thomas J. Watson




Do you have a Branding Mantra or a promise that you choose to keep for the life of your business. Let us now in the comment section below.

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