So you’ve got a great idea for a business, you’ve done the ground work, studied the market as well as your competitors, maybe even viewed potential commercial office space and it’s time to choose a name for your company. So many new enterprises get this part wrong. They may choose a name unrelated to their business and its products and services or once their decision is made, they find out the domain name has been bought by someone else. Then they either have to compromise on what domain name is available and use a derivative of their company name or start the whole process again.
When choosing a name for your new company, you need to know who your competitors are, what they are called and what services they offer. You then need to consider where you sit within the market and why you are different. You need to choose a name that tells people about your business, which reflects its products, services and brand you want to develop and of course it has to have appeal.
Knowing who your target market are will help you decide whether the name will catch the attention of your audience. Some organisations get too clever and the play on words acts as a distraction. If it takes a bit too much effort from the consumer they may switch off before actually realising that this is a product or service that they may be interested in.
There are no hard and fast rules but it’s safe to say a name that is relevant to what you do or what you sell, as well as one that is short and snappy, will never go wrong. During this process, you may also get some ideas in your head about how the name could develop into your logo so note them down. Your ideas can be discussed with your graphic designer at a later stage and your spark of inspiration could help guide them in the direction of an unforgettable image that will support the success of your brand.
There is more to a brand than your logo. Branding is the essence of what you do and what your organisation stands for. From the products or services you offer to the way you treat your customers, branding represents the whole experience. Being consistent and building trust with your customers will help shape your reputation and as a result, strengthen your presence in the market place.
Ensuring your brand is reflected throughout your marketing collateral and activities is essential, continuity will be key to your success. Quality design and printing will make your company’s leaflets and brochures stand out from the rest but this should also apply to your digital marketing effort too. From your website to social media, you need to ensure consistency of image and tone of voice. Understanding your market is also key as you will need to ensure your approach appeals to each section of your audience after all, customers in Cambridge may have different needs to customers in London or Peterborough.
When developing your website, creating a beautifully designed and user friendly site is simply not enough. Don’t forget to optimise your website. Good SEO or search engine optimisation is vital to ensure you are visible to your customers when they search for key terms in relation to your business, its products and services. If you don’t have the skills in-house then outsource this task to a reputable organisation who can ensure you are not drowned out by your online competition.
It takes time to build your reputation and your brand but hard work and perseverance will always pay off. Traditional marketing methods should not be over looked so direct mail, advertising, PR, networking, events and trade shows. Whatever your budget, wherever you are, from traditional marketing in London to SEO webinars in Cambridge, there is always a way to promote your brand. You just have to keep doing it!