media mango tree ARTICLE Branding - More than just a name You have come up with a brilliant business idea, worked out how to get the product, distribute it and even put together a financial plan. You are going to make a killing! You have heard about the four P’s and have covered them all. Product Place Promotion Packaging But there is one more thing that you need to create and include in all of these plans, that is if you really want to succeed your brand! Branding? You say, a slight sneer on your face I’m not Coca-Cola or Nike, I cspend a fortune trying to create a recognised branding You’re dead right. You have limited resources and every dollar is precious. That is exactly why your brand is more important to you than almost anything else. WHAT DOES A BRAND CONSIST OF? A: Name B: Image C: Promise. (Statement or slogan) WHAT’S IN A NAME? Names influence our first impressions far more than we often realise. Once we form a strong mental idea of what a name represents (usually from liking, loving, hating, loathing, etc someone with that name) it takes a lot to change it. What is your first mental image of each of the following names? Maureen Cecil Madonna Skie Marilyn Percival Daniel Cleopatra Now, if you were selling natural products with no chemicals or harsh additives would you call your Company or products Cecil? I hope not. From the above list you might be better advised to choose Skie. There are thousands of woman called Marilyn, but the name continues to conjure up images of Marilyn Monroe even half a century after her death! What about Cleopatra? More than two thousand years and the branding is still as strong as ever. Madonna? No need to elaborate. You get the point. What you call your business or brand is absolutely essential to the impression you will give others. How about these Australian icons and what they represent: Aussie Disposals Australian Womens Weekly The Reject Shop Captain Snooze All of these brands scream out the company message. We know what they stand for. But what about the brand names that seem to make little sense? Like Adidas Nike Nokia Pepsi The thing about these names is that they are unique. They stand out; and although they need a lot of promotional dollars to stamp their personality on the market, once they have done so, their consumer image is hard to budge. So your brand name should either clearly say what/who you are and/or be so different that it will stand alone and create interest. WHAT IS AN IMAGE? Strong brands have a distinct image. Whether it’s a stylised version of their brand name or a unique logo or a combination of both. Can you visualise the following brand images? Kellogs - distinct name and image created by the font/colour/placement/size of the brand name. Nike - distinct name and image created by the tick logo, which often needs no name support at all It’s that strong. LG- An Asian product that is somewhat westernised by the use of initials and a distinct logo that looks like a happy smiling face. Your image should give your customers an idea of your position in the market. Is the font style and colouring traditional, funky, modern or just really stylish? Does the graphic represent something you stand for? (John West has a fish Nike a tick of approval Byron council shows land/sea/beach. In summary, your name and logo must combine to be: A good representation of company and product Attractive (Colours, shape, texture) Memorable (distinctive, eye-catching) Well balanced Adaptable (used on products, adverts, packaging, buildings, trucks etc) WHAT IS A PROMISE? Its what you promise that your brand will deliver. It is implicit in everything that you say and do, but most powerfully should be strongly stated in your branding strategy. The LG brand name is supported by the slogan Life Is Good, promising that your life will be good if you buy this brand. The Reject Shop gives its promise in the brand name itself. John West. We know that we only get the very best fish with this brand as they reject all the crap fish so that you only get the best! (Can you recall the actual slogan/promise?) WHERE IS A BRAND/LOGO USED? Answer - Everywhere you can possibly slam it on!! Business card Packaging Advertisements Web-site every page! Letterheads Emails Signage Showrooms Buildings Vehicles All of these uses and more should be considered when designing the brand/logo. For instance would you design a yellow logo to use on the stickers that go on your bananas? I think not! Square designs are more flexible than rectangular ones when there is a variety of packaging. Script fonts are stylish, but may get lost in correspondence or packaging. So….lets summarise what Kelmocreative see's as the rules for dynamic branding B . R . A . N. D ! And in the interests of creating an exciting brand and image for your company or project, why not get Mango Tree Media to help you to achieve juicy designs to help your brand grow!