A lot my small-business Clients ask me if they should name their business after themselves or create a brand.
The first thing I say is that a name could be a brand but the real issue is what they want the brand to stand for and what is their plan for the business.
Let’s get clear first about what we mean by ‘brand’.
A brand is much more than a trademark, name or logo used to identify a company. It is the emotional connection with your customers and the perception they have of experiencing your products or services.
A brand is not something you build on its own. It is the by-product of the experience you provide consistently to your customers. It is your identity and a reflection of your company’s values.
Once built, it is a powerful asset that will connect you with your customers and that will act to them as a guarantee every time you launch other products or services.
The goal of every business owner is not just to create satisfied customers but turn the customers into raving fans. In today’s market, word of mouth and social media play such an important role that a company’s brand is controlled by the consumer and can be supported or destroyed with a few clicks of the mouse.
Think about products you use in your everyday life. Do you reach for a tissue or a Kleenex? When you research something do you say “just Google it”? These are real examples of successful branding.
If you are a designer or an architect it will probably make sense to make your name your brand since the product or service does not exist independently from you.
However, for most products and services a name is not the best option since they won’t be directly linked to you. Furthermore, if you want to grow the business and replicate it or sell it is best that the name is chosen based on marketing criteria so that it becomes the symbol for the experience and an asset that you can pass on to others.
In any case it is crucial that all the people involved in delivering the ‘experience’ to the customer – from the president of the company to the delivery boy and from the suppliers (yes, even them! Although they are not part of the company they have to be selected and monitored carefully to assure a consistent quality) to the customer service – strive to consistently exceed the Clients’ expectations.
So, if you want to differentiate your product or service and become successful, you do need a brand! But you don’t ‘get’ one, you build it with the cooperation of all the people involved and by pursuing innovation and excellence!
