What is a brand?
Not what ‘you’ say it is, what ‘they’ say it is. Brands are related to your customer’s feelings.
Reasons for a rebrand:
- Overcrowded marketplace
- Brand confusion
- Buy out or merger
- New product or service line
One name fits all
Do you have one name to fit all products, will your logo fit all products?
Family of brands
Do you have a variety of brands, do they link back to the main brand?
Do your products reach out to different audiences. Are your individual products strong enough to stand on their own.
Think long term, will your brand stand the test of time?
Research your industry and competitors, what do you like, what don’t you like?
Bring in a branding agency with the WOW factor.
Choosing a brand name
Easy to pronounce, spell, buy all of the TLDs! Think seriously about trademarking.
Whats your plan?
- Decide on a go live date.
- Register and redirect domains.
- Claim all social profiles.- Dominate the SERPs by claiming all of the social profiles
- Update company documentation.
- Review brand consistency.
- Keep it on a ‘need to know’ basis.
- Inform rest of the team.
- Avoid Fridays!
- Get all of the team involved.
- Queue up a press release and blog post.
- Drip feed mentions throughout the day.
- Monitor positive/negative feedback.
- Set up Google alerts for old and new brand names.
- Use Google images and upload your logo.
- Monitor old Twitter accounts.
Everyone needs to play a part in your brand.
- Don’t keep checking domain availability, will mysteriously disappear…
- Register all the domain names you like (even if you don’t decide to use them).
- Use the IPO website to understand trademarking.
- Give a CLEAR brief to anyone working on the project.
- Use Knowem to register all social profiles.
- Put your page 1 domination strategy in place now.
- Think about how you want your brand to grow.