publicity, publishing & becoming a media mogul because the future of your business is on the internet
Newsletter Archives : : issue 5 • table of contents : : what's in a (brand) name?

What's in a (brand) name?

For a product or service, what it's called can be the hook that helps prospects and customers remember when they’re ready to buy. A good name for a product or service can enhance your brand or be the springboard needed to launch a branding campaign.

Brand names aren't reserved just for big companies. In fact, their brands are what propelled them to bigness. If you want your business to grow, then brand it. Considering the premium price recognized brands command, it's worth the effort.

What exactly is branding? First, it's deciding to identify how you differ from the competition then developing a long-term strategy and business process to consistently demonstrate the differences for customers and prospects. On the flip side, from a customer's point of view, brands consistently provide a jolt of energy called success. Expressed another way, when your customer succeeds, they remember the feeling and associate it with you - your product or service becomes seared into their mind.

Does your product or service provide differences that give customers a greater sense of success than those of your competition? Success fills many definitions, the feeling of power, enjoyment, confidence, or satisfaction.

Ed Katz invented the big blue, one-of-a-kind device that attaches with adjustable straps or suction to protect office doors, glass entryway doors, and lobby-side elevator entrances from potential damage. He asked us to name his entrance guard.

We turned the descriptive mat for doors into a declarative statement, mat a door, which works to both instruct and convey the in charge or taming image of a bullfighter.

Ed's Office Moving Systems, Inc. markets his Mat-A-Doors® to property managers as protection from movers, contractors, and similar "bulls tearing up your building."

The patented and trademarked Mat-A-Door® is a good example of conscious branding. An ordinary business person would have been contented with Entrance Guard.

Clever product names abound at Office Moving Systems, Inc. How about Spider Crane®, Space Gobblers™, and DentPrevent? One is a spidery-looking device that lifts fully-loaded lateral file cabinets so they can be moved without packing up the contents, one is an inflatable bag that gobbles up space around desk drawer items, eliminating the need to empty prior to moving, and one prevents dents and scratches to elevator frames during moves or construction in office buildings. Preventing damage avoids a marred appearance and the hassles and high cost of repairs.

We suggested DentPrevent to succinctly describe the product's function. The logo shield in black conveys toughness and authority. We photographed the product "in action" and incorporated the image into the introductory web site ad at right. The elongated graphic actually looks like a small version of the product with an added challenge to "find the DentPrevent" in the picture.

Products from Office Moving Systems establish clear differences in the marketplace that help customers brand their moving service.

Nature Scapes wanted a slogan to enhance their corporate identity. The commercial landscapers needed to somehow convey the fire behind great service.

We suggested that they think short and punchy and, for a pleasing sound, combine words with repeating consonants. From an intense skull session emerged "Your Property. Our Passion.", two ultra short sentences that sum up a level of dedication customers can expect.

At Vic's Moving & Storage in Kansas City, we uncovered a slogan in their name and launched the Vic's brand at the same time.

After six years, Richard Bitterman wanted a makeover. He didn't like the name Vic's because he couldn't figure out how to market it, and he wanted to improve the visibility of the logo on their trucks. Since Vic's is known for its service, we turned their name into an acronym - Very Important Customers' Solutions - and incorporated it into new graphics for their vehicles that are easier to see.

The change renewed Richard's enthusiasm for growing his company.



VIC'S - Very Important Customers' Solutions