What's In A Name?

Usually when we talk to clients that have a new concept for a business, they come to us to create a brand and identity around that concept. That's what we do, so we're glad to talk to them. But often, the first thing that we tell them is that a brand is much more than just a name and a logo. Sure, those are important parts of the brand, but they are only pieces of the puzzle.

As we're creating that brand, we ask ourselves a couple of questions. First, we ask ourselves if the name we've come up with is creative and memorable? If so, we then ask ourselves if the tone of the name and/or logo fits in with the type of business we're trying to promote? As Tom Blackett of Interbrand says in the article below, there IS quite an art in naming if done properly. It's very important that the name chosen fits in with the established positioning. I particularly enjoyed the Kalashnikov reference - what he says is totally true. Kalashnikov just SOUNDS and FEELS damp, rigid and scary - like the gun itself!

http://www.brandchannel.com/brand_speak.asp?bs_id=138

Enjoy! I'll be back with more later.

Garret K. Ohm