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Brand Naming,Positioning andLogo Design...

Copyright © 2011

Brand Naming, Positioning and Logo Design

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9018 7224 f +61 3 9428 1823 e [email protected] w TheMarketingNetwork.com.au v1Copyright © 2011Power to Connect

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Naming Your BrandGreat names are a powerful force

They differentiate you from competitors, make an emotional connection with your audience, and help to build a brand that ignites the passions of your customers.

A good name is a combination of message and aesthetics. It has to encapsulate everything that makes your business special. It has to be catchy. And it has to be original.

A name can:

| Achieve separation from your competitors

| Demonstrate to the world that you are different

| Reinforce a unique positioning platform

| Create positive and lasting engagement with your audience

| Be unforgettable and must be at least memorable!

| Propel itself through the world on its own, becoming a no-cost, self-sustaining PR vehicle

| Provide a deep well of marketing and advertising images

| Completely dominate a category



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Here are some of the brand names we have developed:Service /Product and Industry Name Positioning /Slogan Logo’s

| Homeware & Giftware Matching Service for Agents and Manufacturers Agent Hunter Creating new sales opportunities Getting them offline will be the fastest

| Personal Trainer (Boxing Specialist) Fighting Fit For Life N/A

| Business Consultant / Coach Sirius Business make your business a star

| Natural Skincare D&M all about you

| Translation Company Meaningful Exchange act globally, speak locally



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| Financial Education / Debt Reduction Money Rules your choices, your future

| Interior Decorator Room To Improve renovate, decorate, appreciate

| Wine Tour Operator (Founder’s name is Les Schoffer) Schoffered Tours at your service

• In Car PC’s and other high tech devices Gizmosis work and play your way!

Your Renovation, Decoration and Appreciation Professional

Renovate, Decorate, Appreciate.



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The Naming Process:

1. Competitive Analysis

Who do you regard as your direct competitors? Who are the competitors that are likely to take a share of your customers attention in your category? What are the names of your competitors?

2. Positioning

The more focused your positioning is, the more effective the name will be. All great product and company names work in concert with the positioning of the businesses they speak for.

3. Name/Brand Development

Use positioning strategy to figure out what you want your new name to do for your communication efforts.

4. Trademark

Determine the likelihood that your company will be able to secure the name. This means making sure the www – domain name is available! Once you have done a preliminary check with IP Australia, secured your domain name, engage an IP / Trade Mark Attorney. Paying a little more than doing it yourself will not only save you time but ensure that your trademark is registered correctly, providing the greatest protection and flexibility for future use.

5. Creative/Testing

Produce creative materials to test leading name candidates. As part of this process you need a framework with which to evaluate the names:

1. Appearance – what does it look like visually? Great names lend themselves to great logo designs!

The Naming Process:1. Competitive Analysis

2. Positioning

3. Name/Brand Development

4. Trademark

5. Creative/Testing



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2. Distinctiveness – How different is it from your competitors? Is it memorable?

Does the name stand out from the crowd, especially from other names in the category? Does is separate well from ordinary text and speech? The best names have the presence and impact of a proper noun. “Customer Integration Technologies” or “Medical Equipment Group” do not provide clarity or distinctiveness. Imagine if Intel were called “Microchip Systems Technologies.” Doesn’t exactly roll off the tongue, and the “Intel Inside” stickers on the outside of almost every PCs would have to get a lot bigger! “FedEx” versus the “Global Shipping Solutions” – pretty clear which one you would want to be!

3. Depth – Does the name have legs? Will it support other brands, sub-brands and endorsed brands? Does it suggest a visual interpretation or lend itself to a number of creative executions? Great names provide endless opportunities for creative twists and turns over time.

4. Humanity – does it convey the right personality for your brand?

5. Positioning – does it communicate the right position for your brand? Is there a reasonable fit with the business purpose? Does it reinforce a brand promise or brand attribute? For example, “Acura” evokes a sense of precision and accuracy.

6. Sound – Does it have the right “ring to it”. Is it easy to pronounce and spell? Will people enjoy using it? People like repeating names that provide a good feel and have a nice ring to them. Will people shorten the name? “Bright Star Consultants” is likely to become “Bright Star”.

6. Name and Tagline

Final names and taglines, along with a well-defined positioning strategy, are the outcome of our process.



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Brand Positioning StatementBrand Positioning Statement is the creative interpretation of your Unique Selling Proposition or Brand Promise.

Brand Positioning is the broader term that refers to the position of your brand in the mind of the consumer and in relation to others in its category. Cheap, Luxury, Prestige, Fast, Fun, etc

Each customer has their own idea of what and who you are. Positioning is not something you do, but rather, is the result of your customer’s perception. Positioning is not something we can create—the act of positioning belongs to the customers. Our job is to manage customer perceptions in such a way as to illicit the best opportunity for a favourable outcome.

Positioning demands Focus - All things to all people means nothing to anybody. The greatest weakness in the competition is that most are trying to do everything and be everything to everybody. Result is mediocrity.

Positioning demands Sacrifice - To own something we need to give up something else.

Positioning requires Simplicity – Simplicity Adds Value. “An expert is someone who has succeeded in making decisions and judgments simpler through knowing what to pay attention to and what to ignore” Simplicity - Edward de Bono, 1998. Simple benefit (the most important promise) oriented word works best no matter how complex the product or market. Simplicity adds value, a halo effect for other benefits. The word must be exclusive

Avoid changing your brand’s positioning. Positioning takes years to cement in the market place. People do not change personalities, and similarly neither should your brand.

Brands (Positioning Statements) should be able to hold their position in the long run. Ideally a Positioning Statement should:

1. Differentiate the business (Communicate the USP)

2. Provide a Creative (“Campaignable” and Sustainable) platform

3. Benefits should be ideally expressed explicitly to the customer

4. Provide support to the brand name

It is very rare to be able to meet all four criteria, even when designing a brand from scratch. Aim to satisfy 2 or 3 out of the 4 objectives.



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Designing A LogoTrying to design (or redesign) a logo before completing a comprehensive strategic brand review (refer to the Marketing House Diagram) is a little like asking an artist to draw you a picture of a person!

No matter how talented the artist, the patron (in our case the client) is unlikely to get something truly remarkable or moving for their target audience. How can they, if the artist does not know whether to paint a man or woman?

• Is the person young or old?

• Thin or fat?

• Attractive or not?

• Are they fun or serious?

• Caring or tough?

• And this is just the brand personality without taking into account the brand’s core message and positioning.

Over the next few pages you will find a number of international brand identities created by the world’s leading designers*. A number of the logos we have created for brands we have developed you would have seen on page 2 of this document.

* Reference: http://www.logolounge.com/book4 . This website has selected 2,000 of the best logos from over 28,000 submissions and we have selected only a few of these top 2000 as the most thought provoking of all!

Do you see an old woman or a beautiful young woman?


88Power to Connect

Name:

Ask Dad

Industry:

Home Services

Name:

Aveon

Industry:

Technology

Name:

Custom Stitch

Industry:

Apparel

Name:

Canadian Outback Adventure Company

Industry:

Travel


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Name:

Fixit

Industry:

Home Services

Name:

Furnace Films

Industry:

Enter tainment

Name:

Get Your Ass Moving

Industry:

Health

Name:

Hired Hands

Industry:

Home Service


1010Power to Connect

Name:

Maghound

Industry:

Retail Outlet /News Agent

Name:

Massive Radio

Industry:

Enter tainment

Name:

Measure Twice

Industry:

Construction

Name:

Mint

Industry:

Dental



Name:

Nanosafe Australia

Industry:

Technology

Name:

Palastra Fitness

Industry:

Health

Name:

Pawn Fathers

Industry:

Pawn Store

Name:

Schmooze Fair

Industry:

Events



Name:

Shelther of Hope

Industry:

Non-Profi t

Name:

Southwest Austism Research

Industry:

Medical

Find Out MoreThank you for taking the time to complete this form. If you have any questions on the information provided, please contact us:Studio 22/2-6 New Street, Richmond VIC 3121T: 61 3 9428 9193E: [email protected] M: 61 3 9428 1823 W: www.TheMarketingNetwork.com.au

brand naming, positioning and logo designthemarketingnetwork.com.au/wp-content/uploads/... · brand...

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