BEING A BRANDPARENT
As every parent understands, naming a baby isn’t a split-second decision. Just like an expecting mom or dad, business owners face the same challenge when it comes to naming their product or their company.
We see this on a regular basis: business owners looking for new beginnings or strategic rebranding. They’re ready to put their business plans into action and forge new paths. But they need solid identities first. Maybe they’ve snatched up a domain name or scribbled down some ideas in their bedside notebooks, but they need unique brand names. Most of these people need professional guidance.
As insiders, we understand that naming a new business is a creative and logistical challenge. There’s the strategic process of identifying the client’s Unique Selling Proposition (USP) and a position direction: What makes them so special? Why would a business or consumer audience want to connect with them?
Next comes the creative pressure cooker of ideas, followed by concept availability confirmation: checking with the Secretary of State’s Office and US Patent and Trademark Office. Then, there’s the issue of ensuring that there’s an appropriate, available domain and other web-based platforms (Facebook, Twitter, etc.). It’s all about making the name bulletproof. The creativity of the name is only as good as its availability.
It’s no surprise that pre-Internet brand development was less of a challenge. But that only means that business owners need a little guidance when it comes to selecting names for their babies.