Recently, I had the opportunity to work with a business owner who has been working over the past year to launch her business and define exactly how she will bring her offerings to market. I was part of a team of volunteers helping this entrepreneur who was struggling with how to present and sell her workshops that are in the area of corporate wellness. She wanted help with what benefits and messaging would resonate most with her buyers.
I tell you about this scenario as a way to demonstrate the journey many business owners go on as they build their business, develop a brand, and then market their product or service.
It’s helpful to think about this journey in four steps. And most of all, I want to show you why it’s best to complete this work in a progressive way.
The name of your business is the most central asset and core essence of your brand. It’s the kernel at the heart of it all.
A name that’s difficult to say, or is confusing in anyway will make it so much harder to succeed.
However, only a small percentage of business owners develop their name in a systematic way.
As a branding firm, it is far more common for us to have a name provided to us when we work on a branding project. Only occasionally do we start our work engagement by developing a name. In most cases, names are just brainstormed by business owners, their friends and colleagues.
Frequently these names are not memorable, try too hard to be creative, or worst of all, are just off the mark. When you come up with your own name for your own business, it can be challenging to see clearly if you’re making a good decision.
People name their babies every day, what’s different about naming a company, product or brand?
Whenever you mail out your product, you lose much of the control over the user experience. Let’s see how Harry’s elevates this experience from the mundane to a memorable brand touch point.
As many of you know, Visible Logic is located in Portland, Maine. Here in the city, we have three co-working spaces: PelotonLabs, Think Tank and Cloudport.
Note: I’m not a member any of these places, and never have been, because our multi-person firm is doing well in our small office space. I’m approaching this to shed light on how each brand is perceived as an outsider. In fact, if a prospective customer were to meet you at one of these three co-working spaces, these are the types of first impressions that might be relevant; and may carry over into your own brand’s perception.
Looking at these three brands can teach you about what goes into building a brand, far beyond your logo.
Cinnamon rolls, to-die-for chocolate chip cookies and richer brownies than any bakery in town. When Elise Richer decided it was time to open a new retail bakery in Portland, we were thrilled to help her with the branding—mostly because we wanted to know these amazing treats would be available close-by on a regular schedule.
We had worked with Elise on her previous, home-based bakery: Cream & Sugar so we were familiar with her overall approach to baking but like her, were eager to do something new and fresh with Tin Pan Bakery.