Is your business name closely related to what you sell?
Explain the importance of a good business name and what are the key components to having a great business name.
STEP 2: HOW TO BRAND A NEW BUSINESS WITH THE HELP OF A BRANDING EXPERT
Branding is one of the major area startups or new businesses ignore or perceive to be for big
businesses. This is particularly because they assume their business to be “too small” to
embark on such business changing strategy. However, what they fail to realize is that there is a
difference between branding and advertising. They translate large budget advertising
campaigns to mean branding; hence unaffordable. The fact that a brand advertises does not
make it successful, on the contrary, successful brands do a lot of advertising.
Branding as a business fundamental involves the use of images, names and tag phrases to
create an identity for your business. In order to develop a strong brand message, it is advisable
to consult with a branding expert. Here are reasons why:
1) An expert will enlighten you by giving you tips and ideas that will help build your brand.
2) Carrying out a critical assessment on your new business brand via the help of friends,
family and well-wishers may be disillusioning because you may be told only what you
want to hear. However, an expert will serve as a sounding board; giving honest and
critical opinions as to what your brand pitch is presently and what it could be?
3) In having to send a consistent message (which will serve as your business personality)
across all your business activities, an expert will help you lay a proper foundation for
you to stand out as a business brand in an already populated market.
Having mentioned that, you can also become your own brand expert if you understand
branding fundamentals such as Pitch, voice, logo and expertise. Let’s discuss each of them and
how they apply to your business.
1. Logo: This is the visual representation of your brand. It’s often the easiest aspect of your
brand people relate with most memorably. When coming up with a logo, ensure it
strengthens your business brand; giving a direct impression of your business to potential
2. Voice: This refers to the consistent pitch that your brand sends out to the business
community. Your voice informs people about what your business stands for. Whether you
have a presence online or offline or both, your voice should communicate your brand
personality such that its language and tone are consistent.
3. Pitch: Your business pitch entails unique statements that are concise, easy to
comprehend and engage your audience in few words. These words should invite
customers and create an impression when your brand name is mentioned. Make use of
tag lines or phrases that simplifies what you do. A great tag phrase imprints a business
brand in the hearts of her customers because it engages their subconscious actively and
this will make them give your business the right attention.
4. Expertise: if you have successfully sorted out the points highlighted above, you are well
on your way to becoming your own expert. The principle is to stay focused. Despite this,
do not think you can do it all; hire a consultant ultimately.
In addition, it imperative that you should choose a business name closely related to what you
sell. Although this is not a compulsory rule as there are brands whose name aren’t connected
with what they sell but have been able to create a message consistently such that people easily
connect their products or services with their brand name. Whichever way, it is important to
have a creative brand name. In selecting a good name for your business, deliberate these:
1. Choose an attractive name that your customers will be able to remember and easily
identify such with your product or service.
2. Choose a name that isn’t too lengthy. Make it concise and simple.
3. Be creative with the name.
4. Consult with an expert.
In conclusion, the combination of a good business name and the right tag phrases helps create
a perception about your business in the minds of your customers and has the potential of
making you the “go – to” person as long as you are professional in your business operation.
Explain why they need a branding expert. Explain that they can do without a branding expert as long as they understand the fundamentals of branding. Explain what those may be.