Branding Cures Several Marketing Headaches
Are you trying to attract business with a no-name, no-differences-from-competitors company identity? Branding your company, when done well, not only helps you stand out in a field of similar choices, it also helps you avoid price-shoppers and deliver results to customers that inspire loyalty. Here’s why.
Headache #1: Competitors all seem the same
Put yourself in the mindset of a customer and go shopping for a company that provides what you sell. Do all the options seem …
For Business Names And Tag Lines, Popularity Shouldn’t Rule
Don’t turn your search for the perfect name or tag line into a popularity contest! Two instances of this have crossed my path recently.
First, someone I know asked people to vote on the best title for a forthcoming book. That’s unwise, because what people say they like in a book title:
* Doesn’t necessarily distinguish the book from others
* Isn’t necessarily clear, spellable and free of negative connotations
* Doesn’t mean those who are the best audience for the boo…
Naming Your Local Business
Pothole Pictures: Normally this name wouldn’t create a positive image for a movie theater. But in Shelburne Falls, Massachusetts, where glacial potholes in the Deerfield River running through the village are a cherished part of the landscape, the name works well.
When naming a business whose geographical reach and clientele are mainly local, you can use nicknames, regional or city lore, local in-jokes and historical references that might be lost on outsiders. Subliminally…