Connect with us

Business Marketing

Branding: choosing your name, color, and logo

Getting a business off of the ground can be a tremendous challenge, but branding is much more complicated than slapping up a sign with your name on it.

Published

on

branding
branding

Above: one example of a raw, unlaunched brand from a student at the Vancouver Film School.

Branding: Who are you?

When you close your eyes, what do you envision your company to express? Is it power and assertiveness, traditional and business oriented, or is it hip and modern, new age, or futuristic? By really seeing this, it will at least start a good conversation with a designer that you can build on. Come up with adjectives, read the thesaurus, and study some adverbs. They will all come in handy for both branding, deciding on a name, and defining your companies mission and vision statements.

Deciding on a name:

Something easy like your name? Depending on the name, it really might not be a great option. I can think of plenty of names where it really wouldn’t do a company any justice! And really, unless you already have a name that is recognized, being independent can be enough of a challenge as it is!

Something simple and straight forward? For example, in my line of work, you’ll see Dream Home Realty, My Home Realty, USA Realty, etc., all of which are acceptable, but again, how are you truly going to build an amazing brand with such an obvious name?

Something completely unassuming that says nothing about real estate? Careful here. While there are some AMAZING companies that have been created in all industries using this format, you have to NAIL this branding thing!

Some that come to mind: Apple (computers), Windows (computers), Zillow (real estate), Trulia (real estate), Amazon (e-retailer), Zappos (e-retailer), all of these companies had the true vision of a brand as well as leadership to overcome any weird name hurdle. I can easily remember people asking what a “zillow” was! You will not only be fighting to just simply get people to remember your industry but then after they are still trying to decipher your name, you then have a few seconds left before the stare goes completely blank, as to the type of company you have and why they should work with you!

Something niche? Again, eek! Don’t pin yourself to a niche unless you know that said niche is going to provide you with enough income and sales to justify only working that niche! Condo Only Realty, Any Neighborhood/City in America Realty or Foreclosure R Us Realty.

Picking colors:

What are you trying to evoke? Study up on color and how it influences the mood. Red ignites passion and portrays power. Blue is calming, yellow cheerful and green fresh and invigorating.

Figure out what you want people to “feel” when they see your signs, your cards and your marketing collateral. Surely, this will tie into both your name and logo design.

The hardest thing to start with any name, color or logo is going to be how to stand out. Will someone remember your sign because the house was for sale for so long or because there was something about a sign that really stood out, made them take note and actually wrote down your number to remember to call you because you connected to them?

What brands do you relate to in any industry? Look outside of the one you are in. There are thousands of companies that have built brands that people loved, and ask yourself why they are beloved. Study them and analyze even more how you are going to create the company of all companies.

Don’t try to please everyone, though. You will end up diluting your brand, alienating your sought after audience, and looking confused.

Amanda Lopez is a real estate broker and founder of Style House Realty in Baltimore, Md. She has worked in the real estate industry for over 6 years and prior to that studied advertising, branding and web design. Refusing to believe the real estate industry had to be bland and boring in design and appeal to everyone, she set out to bring some style and technology into the mix. Amanda can most likely be found with coffee that got cold, great shoes, her mind in the sky and her evernote app open.

Continue Reading
Advertisement
3 Comments

3 Comments

  1. Roger Noujeim

    August 7, 2012 at 9:17 pm

    The branding subject definitely hits home with me. Great article. If I may build on your piece, and hopefully you agree, one thing that one may also consider in developing a brand name is to also look at the brand’s value proposition and/or concept and aim to reflect those in the name. Think ‘Tide’ or ‘Huggies’. Can you figure what each of these names reflects? I bet you can. How about Pert Plus or Head & Shoulders?
     
    The key though is to acknowledge and realize that coming up with such a great name is not easy. It requires a lot of work and sometimes lots of money too, to develop and vet. But it is well worth it.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Snapchat’s study reveals our growing reliance on video

(BUSINESS MARKETING) Snapchat released a report that shows some useful insights for future video content creation.

Published

on

Snapchat's video

Snapchat is taking a break from restoring people’s streaks to publish a report on mobile video access; according to Social Media Today, the report holds potentially vital information about how customers use their mobile devices to view content.

And–surprise, surprise–it turns out we’re using our phones to consume a lot more media than we did six years ago.

The obvious takeaways from this study are listed all over the place, and not even necessarily courtesy of Snapchat. People are using their phones substantially more often than they have in the past five years, and with everyone staying home, it’s reasonable to expect more engagement and more overall screen time.

However, there are a couple of insights that stand out from Snapchat’s study.

Firstly, the “Stories” feature that you see just about everywhere now is considered one of the most popular–and, thus, most lucrative–forms of video content. 82 percent of Snapchat users in the study said that they watched at least one Snapchat Story every day, with the majority of stories being under ten minutes.

This is a stark contrast to the 52 percent of those polled who said they watched a TV show each day and the 49 percent who said they consumed some “premium” style of short-form video (e.g., YouTube). You’ll notice that this flies in the face of some schools of thought regarding content creation on larger platforms like YouTube or Instagram.

Equally as important is Snapchat’s “personal” factor, which is the intimate, one-on-one-ish atmosphere cultivated by Snapchat features. Per Snapchat’s report, this is the prime component in helping an engaging video achieve the other two pillars of success: making it relatable and worthy of sharing.

Those three pillars–being personal, relatable, and share-worthy–are the components of any successful “short-form” video, Snapchat says.

Snapchat also reported that of the users polled, the majority claimed Snapchat made them feel more connected to their fellow users than comparable social media sites (e.g., Instagram or Facebook). Perhaps unsurprisingly, the next-closest social media platform vis-a-vis interpersonal connection was TikTok–something for which you can probably see the nexus to Snapchat.

We know phone use is increasing, and we know that distanced forms of social expression were popular even before a pandemic floored the world; however, this report demonstrates a paradigm shift in content creation that you’d have to be nuts not to check out for yourself.

Continue Reading

Business Marketing

Technology is helping small businesses adapt and stay afloat

(BUSINESS MARKETING) Small businesses need to utilize digital platforms to adapt their businesses during COVID-19, or else they may be left behind.

Published

on

small businesses new tech

While many may not have imagined our present day back in March, and to what extreme we would be doing things “remotely” and via “hands-free contact”, we have to give some credit to small business owners who remain flexible and have pivoted to stay afloat. They deserve major credit on adaptations they have made (and possibly investments) in new technology (ordering online, online payments) especially at a time when their in-person revenues have taken a hit.

There are various marketing buzz words being used lately to say “let’s keep our distance”, including: curbside, to-go, hands-free, no contact, delivery only, order via app, social distancing and #wearamask.

The thing is, if you really think about it, small businesses are always in evolution mode – they have to pay attention to consumer consumption and behaviors that can shift quickly in order to stay relevant and utilize their marketing and advertising budgets wisely. They heavily rely on positive customer reviews and word of mouth recommendations because they may not have the budget for large scale efforts.

For example, we use Lyft or Uber vs calling an individual cab owner; we order on Amazon vs shopping at a local mom-and-pop shop; we download and make playlists of music vs going to a record or music store. Small business owners are constantly fighting to keep up with the big guys and have to take into account how their product/service has relevance, and if it’s easy for people to attain. In current times, they’ve had to place major efforts into contactless experiences that often require utilizing a digital platform.

If stores or restaurants didn’t already have an online ordering platform, they had to implement one. Many may have already had a way to order online but once they were forced to close their dining areas, they had to figure out how to collect payments safely upon pickup; this may have required them to implement a new system. Many restaurants also had to restructure pick up and to-go orders, whether it was adding additional signage or reconfiguring their pick up space to make sure people were able to easily practice social distancing.

According to this article from the U.S. Chamber of Commerce, “Studies have shown that 73% of small businesses are not aware of digital resources, such as online payment processing tools, online productivity tools, e-commerce websites, online marketing and other tools, that can help them reach customers around the world. If small businesses had better access to global markets, it could increase the GDP of the United States by $81 billion and add 900,000 new jobs. During the pandemic, this could also mean the difference between thriving and closing for good.”

There are some larger corporate technology companies offering ways to support small businesses whether it’s through small business grants from Google, resources and grants from Facebook or Verizon giving them a break on their telecom bill. The challenge with this may be whether or not small business owners are able to find time from their intense focus on surviving to applying for these grants and managing all that admin time. Many business owners may be focusing on what technology they have and can upgrade, or what they need to implement – most likely while seeing a loss in revenue. So, it can be a tough decision to make new technology investments.

It does seem like many have made incredible strides, and quickly (which is impressive), to still offer their products and services to customers – whether it’s a contactless pay method, free delivery, or even reservations to ensure limited capacity and socially distanced visits. There are still some that just haven’t able to do that yet, and may be looking at other ways to take their business to a wider audience online.

We would encourage, if you can, to support small businesses in your community as often as you can. Understandably there are times that it’s easier to order on Amazon, but if there is a way you can pick up something from a local brewery or family-owned business, this may be the lifeline they need to survive and/or to invest in new technology to help them adapt.

Continue Reading

Business Marketing

There’s a shortage of skilled workers, so get learning

(BUSINESS MARKETING) COVID-19 may end up justifying training funds for lower-class workers to learn new skills. Skilled workers are desperately needed right now.

Published

on

skilled worker

The COVID-19 pandemic (yes, that one) has ushered in a lot of unexpected changes, one of the which is most surprising: An increased call for skilled workers — a call that, unfortunately, requires a massive retraining of the existing workforce.

According to the New York Times, nearly 50 percent of Americans were working from home by May; this was, reportedly, a 15 percent increase in remote work. The problems with this model are expansive, but one of the greatest issues stems from the lack of training: As employees of lower-class employment transitioned to working online, it became increasingly evident that there was a shortage of skilled workers in this country.

The Times traces this phenomenon back to the Great Recession; Harvard University’s Lawrence Katz points to some parallels and insinuates that this is an opportunity to elevate the lower class rather than regressing, and it seems fair to put the onus of such elevation on lawmakers and senators.

Indeed, Congress has even addressed the issue of skill equality via “bipartisan support” of a $4000 credit for non-skilled workers to use toward skill training. For Congress to come together on something like this is relatively noteworthy, and it’s hard to disagree with the premise that, given the invariable automation wave, many of our “non-skilled” workers will face unemployment without substantial aid.

COVID-19 has accelerated many trends and processes that should have taken years to propagate, and this is clearly one of them.

Supporting laborers in developing skills that help them work within the technology bubble isn’t just a good idea–it’s imperative, both morally and economically speaking. Even middle-class “skilled” workers have had trouble keeping up with the sheer amount of automation and technology-based skillsets required to stay competent; when one considers how lower-class employees will be impacted by this wave, the outcome is too dark to entertain.

It should be noted that non-skilled workers don’t necessarily have to scale up their training in their current fields; the Times references a truck driver who pivoted hard into software development, and while it may be easier for some to focus on their existing areas of expertise, the option to make a career change does exist.

If we take nothing else away from the time we’ve spent in quarantine, we should remember that skilled labor is integral to our success as a society, and we have a moral obligation to help those who missed the opportunity to develop such skills fulfill that need.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!