March 2, 2016 | Branding
If you haven’t caught it yet, I highly recommend you view John Oliver’s recent segment on Make Donald Drumpf Again.
It’s rather long, but it uses humor to outline the whole list of reasons why Trump is a dangerous liar.
I usually stay away from politics on this blog, so why am I sharing this video? Well first there is the fact that I agree with this analysis and am spooked by Trump’s rise as the GOP front runner. But it’s also a great lesson in the power of a name in building a brand.
Make sure you watch to the end of this video. It’s around the 19 minute mark where John Oliver explains why he wants to bring back Trump’s ancestral name of Drumpf.
Oliver mostly focuses on the qualities of the sound of Trump vs. Drumpf—Trump sounds rich whereas Drumpf is the sound of a morbidly obese pigeon flying into a window. But there’s more. Oliver doesn’t even mention the definition of trump which I think is equally, if not more important.
In bridge, the trump is the card or suit that outranks the others. Always winning, essentially because of something innate to it. A bit like outdoing others without starting from a level playing field. This certainly captures Donald Trump’s position of wealth and power as not something he earned but was given to him (by his father).
Additionally, the verb trump means to fabricate or accuse in a deceiptful manner. Again, very appropriate for Donald Trump.
The name is the cornerstone of your brand identity
The name for your brand has immense power to sway the success of your endeavors. A strong name (as we see with Donald Trump) can build positive effects, sometimes even subconsciously. By contrast, having a poor names for your product or service makes everything harder for the brand.
Some names have negative connotations, or a poor quality sound. Or maybe the name just doesn’t reinforce the core brand attributes. If the name doesn’t reinforce what a products does, it can create a bit (or sometimes a lot) of confusion or distrust.
[bctt tweet=”A poorly selected name makes all of your marketing harder.”]
The more your name can reinforce positive experiences, or give clarity to the benefits of your brand, the easier it is to make a positive emotional connection with your prospects.
When you choose a name think about:
- The sound
- The definition
- Words that are connected to it, or sound similar
- The emotions that are stirred up (or not)
We know the power of first impressions. That’s probably why Donald Trump’s ancestors chose to change their name from Drumpf to Trump.
If you’ve been feeling an uphill grind as you try and brand and market your product or service with a less-than-ideal name, I urge you to take the time now to fix the issue. It will make all your branding and marketing efforts easier.
I say, with utmost caution: Take a lesson from Donald Trump.