After 18 years in advertising, it finally hit me this week what every single client, customer, person and patron really wants -- and it's not what we're giving them. What we're giving customers are details, lots of details. They come in the form of product specifications, attributes, qualities, claims, guarantees, and service promises. These are all great but they don't scratch the real itch... they don't satisfy the real craving that nearly every person longs for throughout their day.
That constant craving is for meaning, the very human need for significance.
Think about it. When we are born, we are all basically blank slates -- empty notebooks upon which nothing yet is written. As we go through life we sense this blankness and we look to fill it in, write on it, doodle, draw, and color all over the pages. In doing so our little book of life begins to take on the qualities we want most... purpose, direction, meaning.
"The stongest connection you can make with your customer is not the tangibles you describe, but the intangibles you deliver."
How does this affect your company, products and branding? This insight provides an opportunity to connect with your customer on a much deeper level. If understood properly, you can help them create their story, strengthen their identity and add purpose to their lives. Busy commuters don't drink coffee at Starbucks because it's convenient, or cheap... they do so because of the affiliation it brings them, the sense of belonging, ritual, purpose... meaning.
So if that's the case, why do we so often describe and position our products and services in terms of their capabilities, functions and features? Does anyone really want to buy a 4,000 pound piece of metal with wheels? Or do they want the feeling of freedom that comes from driving a road hugging, top down convertible? The stongest connection you can make with your customer is not the tangibles you describe, but the intangibles you deliver. Build on that and you will build a loyal and profitable following.
Last month I shared how Rolex was not really in the watch business, but in the prestige business. A quality watch demands a fair price, but prestige demands even more. In this position, customers proudly state how much they paid, not how much they saved. Why? Because the product added to their sense of identity.
In thinking about your company's products and services, what purpose, what sense of meaning do you deliver that you are not currently sharing with your customers? Is there some way in which your enrich their lives, improve their experience, give them a greater sense of who they are? If you can connect to these emotional anchors, you will be building on bedrock. Your brand won't be subject to the commoditization and price shopping that so often occurs when companies fail to resonate on an emotional, meaningful level.
I share this with you because I believe that each of you is brilliant if you just allow that innate ability to shine. And when I say you are brilliant, it resonates within you because it's a truth, one that is stronger than adjective-filled copy. And the message is powerful because it's meaningful.
Sunday, February 26, 2006
Sunday, February 19, 2006
Six Essentials When Hiring A Branding Firm
A brand naming firm that's worth its salt will do more than deliver a creative business name. They will see the proverbial "big picture" and set you up with a future marketing platform that will provide ongoing marketing campaigns. The complete corporate identity package should include...
1. A Great Business Name
This is the building block. But it's not the only piece, just the cornerstone from which you will align the rest of your business. The name needs to be flexible without being vague. It needs to be intuitive without being generic or overly descriptive. Think of it as writing the one word novel. It must convey the essence of who you are and what you are about. What seems like an easy task is often quite difficult given the constraints of brevity. That's why naming firms exists. They do the mental "heavy lifting" while providing you objective feedback based on research and experience.
2. Tag Line Creation - A Supporting Actor in the Naming Play
The tag line, or positioning statement, is the supporting actor in the naming play. It further reinforces the name and fills in some of the details that are left out of the name. Hallmark Cards for years used the tag line "When you care enough to send the very best". This further positioned them as the high-end provider of greeting cards. Nike's "Just Do It" and Budweiser's "King of Beers" shows how powerful a good tag line can be... resonating at times louder than the brand name itself.
3. Corporate Identity/Logo Design
The brand name and look would not be complete without a matching logo. Again, witness the power of the Nike "swoosh" mark, now ranked as one of the most memorable icons in the world. And even young children will respond to the sight of McDonald's "golden arches" long before they can spell or even say the name. The goal of logo design should be simplicity. Just as in the name, it should use the minimal amount of graphics and colors to set it apart. Mobil is set in Helvetica type, the most common around, but the "o" is in red, while the rest of the letters are in blue - simple but memorable. In this case, less is more. A good branding firm will know that and not over design in a way that's hard to reproduce and expensive to print. Also remember future signage requirements, since many malls and strip centers have size restrictions. Usually a rectangular shaped logo is the most versatile.
4. Domain Name Acquisition
Since many Internet as well as brick & mortar stores rely heavily on the web for revenue, it is imperative that a naming firm locates the exact name or a close approximation for your business. Avoid trite treatments such as "my" or "e" or "i" in front of your name as they have an amateurish sense to them. The more simple and powerful the name, the greater credibility you will generate. Many companies make the mistake of going cheap here. Rather than pay a name squatter a few hundred to a few thousand dollars, they will opt for eMyBusiness.com or MyBusinessNow.com vs. having their actual name. What would you think of Sears if they had the domain name TrySearsNow.com?
5. Trademark Business Name Search
With over 20 million domain names in use, it's prudent to have a trademark search done on any name in which you are going to invest time and money. A preliminary search can be made at http://www.uspto.gov, but the final search and filing is best left to a trademark specialist or attorney. A good corporate naming consultant will have access to trademark attorneys that will assist you in the preparation and filing of a trademark. The law reads that the first to use a trademark has the right over the first to file. So a trademark is not a guarantee, but it does let future entrepreneurs know that your name is already in use and will keep you from having to enforce your rights.
Another common misperception is that only one company can use a name. Actually there are over 40 Goods & Service categories listed with the USPTO and as long as you clear the name in your category, someone else can have the same name in another category. For instance, a farmer with the name Smith's Apples, would not have to be worried about Apple Computer suing them for trademark infringement. Apple could do it, but they most likely would lose. Names cannot be "confusingly similar" in the same categories. What passes and what doesn't sometimes comes down to the person examining the application at the USPTO. So if someone guarantees a name will clear, exercise caution. This is all the more reason to use a professional who can provide counsel on these gray areas.
6. Elevator Speech for Branding Corporate Identity
Can you explain in ten to fifteen seconds, what your company does? Many firms are so fragmented and going in so many directions, they defy definition. That makes it difficult to communicate the company's message both externally and internally. Having a solid name, matching tag line, cohesive look, matching domain name and a well crafted "elevator speech" can send you well on your way to achieving your business goals. A good branding & naming firm will provide you with all of the above so you can get back to the business of running your business with less time, money and energy expended in explaining just who and what you are.
So if you are looking to hire a naming firm, remember to tell them you want more than a name, you want a marketing platform... and then give them these six steps!
1. A Great Business Name
This is the building block. But it's not the only piece, just the cornerstone from which you will align the rest of your business. The name needs to be flexible without being vague. It needs to be intuitive without being generic or overly descriptive. Think of it as writing the one word novel. It must convey the essence of who you are and what you are about. What seems like an easy task is often quite difficult given the constraints of brevity. That's why naming firms exists. They do the mental "heavy lifting" while providing you objective feedback based on research and experience.
2. Tag Line Creation - A Supporting Actor in the Naming Play
The tag line, or positioning statement, is the supporting actor in the naming play. It further reinforces the name and fills in some of the details that are left out of the name. Hallmark Cards for years used the tag line "When you care enough to send the very best". This further positioned them as the high-end provider of greeting cards. Nike's "Just Do It" and Budweiser's "King of Beers" shows how powerful a good tag line can be... resonating at times louder than the brand name itself.
3. Corporate Identity/Logo Design
The brand name and look would not be complete without a matching logo. Again, witness the power of the Nike "swoosh" mark, now ranked as one of the most memorable icons in the world. And even young children will respond to the sight of McDonald's "golden arches" long before they can spell or even say the name. The goal of logo design should be simplicity. Just as in the name, it should use the minimal amount of graphics and colors to set it apart. Mobil is set in Helvetica type, the most common around, but the "o" is in red, while the rest of the letters are in blue - simple but memorable. In this case, less is more. A good branding firm will know that and not over design in a way that's hard to reproduce and expensive to print. Also remember future signage requirements, since many malls and strip centers have size restrictions. Usually a rectangular shaped logo is the most versatile.
4. Domain Name Acquisition
Since many Internet as well as brick & mortar stores rely heavily on the web for revenue, it is imperative that a naming firm locates the exact name or a close approximation for your business. Avoid trite treatments such as "my" or "e" or "i" in front of your name as they have an amateurish sense to them. The more simple and powerful the name, the greater credibility you will generate. Many companies make the mistake of going cheap here. Rather than pay a name squatter a few hundred to a few thousand dollars, they will opt for eMyBusiness.com or MyBusinessNow.com vs. having their actual name. What would you think of Sears if they had the domain name TrySearsNow.com?
5. Trademark Business Name Search
With over 20 million domain names in use, it's prudent to have a trademark search done on any name in which you are going to invest time and money. A preliminary search can be made at http://www.uspto.gov, but the final search and filing is best left to a trademark specialist or attorney. A good corporate naming consultant will have access to trademark attorneys that will assist you in the preparation and filing of a trademark. The law reads that the first to use a trademark has the right over the first to file. So a trademark is not a guarantee, but it does let future entrepreneurs know that your name is already in use and will keep you from having to enforce your rights.
Another common misperception is that only one company can use a name. Actually there are over 40 Goods & Service categories listed with the USPTO and as long as you clear the name in your category, someone else can have the same name in another category. For instance, a farmer with the name Smith's Apples, would not have to be worried about Apple Computer suing them for trademark infringement. Apple could do it, but they most likely would lose. Names cannot be "confusingly similar" in the same categories. What passes and what doesn't sometimes comes down to the person examining the application at the USPTO. So if someone guarantees a name will clear, exercise caution. This is all the more reason to use a professional who can provide counsel on these gray areas.
6. Elevator Speech for Branding Corporate Identity
Can you explain in ten to fifteen seconds, what your company does? Many firms are so fragmented and going in so many directions, they defy definition. That makes it difficult to communicate the company's message both externally and internally. Having a solid name, matching tag line, cohesive look, matching domain name and a well crafted "elevator speech" can send you well on your way to achieving your business goals. A good branding & naming firm will provide you with all of the above so you can get back to the business of running your business with less time, money and energy expended in explaining just who and what you are.
So if you are looking to hire a naming firm, remember to tell them you want more than a name, you want a marketing platform... and then give them these six steps!
Sunday, February 05, 2006
Branding Basics: "Own" a name and become a "Monster"
Is it possible to actually "own" a word in everyone's mind? The short answer is "Yes!". (Or perhaps Yahoo!) You can own just about any word in any language, or even create new ones, if you undstand the dynamics behind branding. Take for example Amazon, Monster and Virgin. None of these names have any direct correlation to the companies they represent, but they have become so well known, that in some cases, they have surpassed the original meaning of the word. Google has become so ubiquitous that it's often used as a verb, as in "I googled to find the best deal on a watch."
So what does it take to "own" a word? It comes down to four key criteria, at least one of which must be met, in order to pull off this feat. (And by "owning" I mean that consumers think of your company or product as much as, or more than, the original meaning of the word itself).
Rule 1: First in wins.
If you are the first in a category (or the perceived first in the category), you get to name the category. If you invent it, create it, revise it, or re-position it -- you get to name it. And so you have Apple and Blackberry, as well Frisbee, Rollerblades and Slinky. You also have completely invented names such as Xerox and Kodak. When companies or products are new to market, they beg for mental "handles" to describe them. So the first company or product in a new category, if they are aware of this fact, can create a new name or invent a new noun, that can become the recognized name for the entire category.
When people ask for a "Coke", it often means whatever carbonated beverage is on hand. Same for a "Kleenex" or making a "Xerox". So first in gets the right to name itself. That's what happened when we named PODS. There was an opportunity to create a new "handle" for a new product. One competitor went with the name "Door-to-Door Storage", which does not work well as a noun. It's much easier to say "I'd like a POD" than it is to say "I'd like a Door-to-Door Storage unit".
If you are first in your category you have a tremendous opportunity. Before grabbing any name, see if it works as a noun and a verb. People "google" but they don't "overture". It's a subtle,but important, distinction. Some companies blow this tremendous opportunity to define a new category by creating forgettable names. The prototype name for the Blackberry was the descriptive and uninspired "pocketLink". Would you rather use a Blackberry or type on your pocketlink? As far as branding, they made the right choice.
Rule 2: Viruses spread.
If your idea is innovative, imaginative, or free, consumers will memorize your name no matter what you call it. The free music download sites are a good example. Napster, Limewire and Kazaa are not necessarily the best names ever created. But because they offered something for nothing, customers quickly sought out and learned these names. In any other situation, Kazaa, with two "a"s, would be a nightmare for an internet based company needng a good type-in name. But with the lure of free music, customers willing shouldered the burden of learning the quirky spelling and finding the site.
Another viral idea was the creation of WheresGeorge.com which tracks the former locations of a dollar bill by its serial number. The novel idea has people logging on by the tens of thousands to check where their money has traveled. The service is free and the site generates advertising income from the immense traffic.
These free (or ingenious) products and services generate attention because of their inherent benefits or novelty. So they succeed despite their naming not because of it. If you have a product that's revolutionary, viral or free, you may name it anything you want. Otherwise it's best to stick to good naming practices.
Rule :3 Size matters.
When 7-Eleven introduced the Slurpee, it could be argued that it didn't fit their naming architecture at all. It had no tie-in to the company name (such as McDonald's Big Mac). But when a company has thousands of stores that can instantly expose a new name to millions of customers, it's enough to permanently tatoo any name on the cerebral cortex. So just because a huge company does something, it doesn't mean a start up can imitate the strategy. When starting out small, it's best to have a "naming architecture" that supports your primary brand or company name. Pointing everything towards one name will help you "own" a word faster than diversifying names across the board. Apple is beginning to acheive this in their product line with the letter "i", as in iPod, iTunes, iMac, iLife, etc.
Rule 4: Money. Money. Money.
Big budgets can imprint names. When GTE came out as Verizon, they put a .wav file on their site so people could hear how the name was supposed to be pronounced. (Was the emphasis on the first syllable like "Verify"? Or was it on the second syllable like "Horizon"?) If you had never heard the name before, would you be able to pronounce Cialis correctly? Or Wachovia? The point is that big money can make even awkward names seem like household words. So again, before emulating big companies, realize they have a big enough marketing hammer to drive lots of square pegs through round holes.
A good example of a company combining rules three and four is UPS. By using their their size and marketing might, they were arguably successful in owning the word "brown". Nexium has come close with their marketing of "the purple pill".
So can you "own" a word? That would be a qualified "yes"... if you are first in category, infectious (in a good way), a huge company with a big footprint or a profitable company with a lot of cash. Smaller companies and start ups are better off using strategies one and two. Otherwise, it's best to stay with proven naming methods that offer a hint into what you do. From our portfolio, these would be names like...
• Park Place (a garage renovation company)
• SeaOfDiamonds.com (an internet based jeweler)
• Spruce (facilities management company)
• SupplyAmerica (tool sales and rental company)
• TeamLogic (an IT franchise for small businesses)
These types of names offer positive connotations while providing a sense of the industry to which they belong.
No matter if you are a small business, a hot new start up or a Fortune 500 company, there's a naming startegy that's right for you. You may not need to "own" a word, you may just need to communicate your message creatively and effectively. But if you're first in your category, have a brilliant idea, have a big presence or deep pockets... then go for it! By owning a word, you can can grow into a "monster"!
So what does it take to "own" a word? It comes down to four key criteria, at least one of which must be met, in order to pull off this feat. (And by "owning" I mean that consumers think of your company or product as much as, or more than, the original meaning of the word itself).
Rule 1: First in wins.
If you are the first in a category (or the perceived first in the category), you get to name the category. If you invent it, create it, revise it, or re-position it -- you get to name it. And so you have Apple and Blackberry, as well Frisbee, Rollerblades and Slinky. You also have completely invented names such as Xerox and Kodak. When companies or products are new to market, they beg for mental "handles" to describe them. So the first company or product in a new category, if they are aware of this fact, can create a new name or invent a new noun, that can become the recognized name for the entire category.
When people ask for a "Coke", it often means whatever carbonated beverage is on hand. Same for a "Kleenex" or making a "Xerox". So first in gets the right to name itself. That's what happened when we named PODS. There was an opportunity to create a new "handle" for a new product. One competitor went with the name "Door-to-Door Storage", which does not work well as a noun. It's much easier to say "I'd like a POD" than it is to say "I'd like a Door-to-Door Storage unit".
If you are first in your category you have a tremendous opportunity. Before grabbing any name, see if it works as a noun and a verb. People "google" but they don't "overture". It's a subtle,but important, distinction. Some companies blow this tremendous opportunity to define a new category by creating forgettable names. The prototype name for the Blackberry was the descriptive and uninspired "pocketLink". Would you rather use a Blackberry or type on your pocketlink? As far as branding, they made the right choice.
Rule 2: Viruses spread.
If your idea is innovative, imaginative, or free, consumers will memorize your name no matter what you call it. The free music download sites are a good example. Napster, Limewire and Kazaa are not necessarily the best names ever created. But because they offered something for nothing, customers quickly sought out and learned these names. In any other situation, Kazaa, with two "a"s, would be a nightmare for an internet based company needng a good type-in name. But with the lure of free music, customers willing shouldered the burden of learning the quirky spelling and finding the site.
Another viral idea was the creation of WheresGeorge.com which tracks the former locations of a dollar bill by its serial number. The novel idea has people logging on by the tens of thousands to check where their money has traveled. The service is free and the site generates advertising income from the immense traffic.
These free (or ingenious) products and services generate attention because of their inherent benefits or novelty. So they succeed despite their naming not because of it. If you have a product that's revolutionary, viral or free, you may name it anything you want. Otherwise it's best to stick to good naming practices.
Rule :3 Size matters.
When 7-Eleven introduced the Slurpee, it could be argued that it didn't fit their naming architecture at all. It had no tie-in to the company name (such as McDonald's Big Mac). But when a company has thousands of stores that can instantly expose a new name to millions of customers, it's enough to permanently tatoo any name on the cerebral cortex. So just because a huge company does something, it doesn't mean a start up can imitate the strategy. When starting out small, it's best to have a "naming architecture" that supports your primary brand or company name. Pointing everything towards one name will help you "own" a word faster than diversifying names across the board. Apple is beginning to acheive this in their product line with the letter "i", as in iPod, iTunes, iMac, iLife, etc.
Rule 4: Money. Money. Money.
Big budgets can imprint names. When GTE came out as Verizon, they put a .wav file on their site so people could hear how the name was supposed to be pronounced. (Was the emphasis on the first syllable like "Verify"? Or was it on the second syllable like "Horizon"?) If you had never heard the name before, would you be able to pronounce Cialis correctly? Or Wachovia? The point is that big money can make even awkward names seem like household words. So again, before emulating big companies, realize they have a big enough marketing hammer to drive lots of square pegs through round holes.
A good example of a company combining rules three and four is UPS. By using their their size and marketing might, they were arguably successful in owning the word "brown". Nexium has come close with their marketing of "the purple pill".
So can you "own" a word? That would be a qualified "yes"... if you are first in category, infectious (in a good way), a huge company with a big footprint or a profitable company with a lot of cash. Smaller companies and start ups are better off using strategies one and two. Otherwise, it's best to stay with proven naming methods that offer a hint into what you do. From our portfolio, these would be names like...
• Park Place (a garage renovation company)
• SeaOfDiamonds.com (an internet based jeweler)
• Spruce (facilities management company)
• SupplyAmerica (tool sales and rental company)
• TeamLogic (an IT franchise for small businesses)
These types of names offer positive connotations while providing a sense of the industry to which they belong.
No matter if you are a small business, a hot new start up or a Fortune 500 company, there's a naming startegy that's right for you. You may not need to "own" a word, you may just need to communicate your message creatively and effectively. But if you're first in your category, have a brilliant idea, have a big presence or deep pockets... then go for it! By owning a word, you can can grow into a "monster"!
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