Branding (3) | Page 3

3 Things to Consider when Taking Your Brand Name Global

May 26, 2016

in Addison Whitney, Branding, Naming, Verbal Branding

Most organizations are looking for their brand to grow throughout its lifetime, and for some, that anticipated (and hoped for) growth includes expanding outside of their home region or country. However, this growth can come with a downside for the brand if certain aspects, specifically the brand name, aren’t suited to travel. Everything is going well – the brand is growing, new markets are identified, the stage is set for an initial foray into the global market – until the brand name falls flat once it leaves the home market. So how does a brand ensure its success both locally and globally? Here are three areas of consideration to take into account when creating a brand name that will be used on a global scale…

Living the Brand: How to Build a Strong Brand Persona

May 19, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding

Why do we gravitate towards certain brands while actively avoiding others? What is causing the rise in “lifestyle” branding? When does a brand become something more than just a brand? The answers to these questions could be the basis for an entire blog series, but for this one, we are going to focus on the common theme that runs throughout all of the answers: creating a brand that connects with your audience.

5 Ways to Begin Your Branding Before You Begin Your Branding

May 06, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding

Sometimes, the work done prior to the project is just as important as the work done during. This same idea is in play during the branding process. Jumping right into a new brand development or a rebrand is akin to jumping in a pool before finding out how deep it is. Those brands who begin their branding journey by following these five steps ensure they’re starting off on the right foot.

Don’t Reinvent the Branding Wheel

April 26, 2016

Innovative. Transcendent. Groundbreaking. Many brands would love to be associated with these characteristics, or at least have the words used as descriptions of their brands. But for some, this may not necessarily be a good thing. As discussed in a recent study from York University in Toronto, finding the right balance of when and how much to update the brand is crucial to brands, especially those who are seen as “sincere” and whose brand perception does not include a propensity for change.

The Importance of Branding on a Community

April 13, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding, Verbal Branding

Institutions in which the branding includes a place name often include this perspective in their branding efforts. Communities are built on commonality, and place-focused brands provide that on a large scale. The most prominent examples of these are sports franchises, where the name is front and center and which serve as a uniting force for their home bases.

The Masters: A Brand Unlike Any Other

April 07, 2016

The calendar has turned to April, and (for some of us) spring has arrived. In the sports world, this is the time when all eyes are turned to Augusta, Georgia for the annual rite of spring and one of the most famous sporting events in the world: the Masters. In the immortal (and trademarked) words of longtime broadcaster Jim Nance, the tournament is “A tradition unlike any other.” From a branding standpoint, this holds true as well. The Masters’ brand strength is the foundation of much of its notoriety and prestige.

Keeping the “Brand” in “Brand Name”

April 05, 2016

by Matthew Harris

in Addison Whitney, Branding, Verbal Branding

Creating a brand name is an integral part of any branding effort, since the end result will become one of the most visible and widely used aspects of a brand. But its place of importance should not lead to a misguided sense of separation in the development process, where the name is created in a vacuum, far removed from the various brand elements that will surround and support it.

Why Successfully Building a Brand Starts with Shutting Out the Noise

March 31, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding

There are many aspects that go into developing and establishing a successful brand. But they really have nothing to do with it. That may sound confusing and close to oxymoronic, but it’s true. One of the best moves a brand-building organization can take is to forget all of the substance that goes into building a brand. Once the auxiliary noise is quieted, then finding the perfect note to start the song becomes significantly easier.

How Important is an Easily Pronounced Brand Name? [Infographic]

March 29, 2016

We all know them. The brands where the name has sounded one way as long as you can remember until one day, you are blindsided by the suggestion of a different pronunciation of the same brand. In this infographic from Made by Oomph! examines some of these famous brand names who wear the mark of commonly mispronounced. Whether it be the incorrect dropping of a vowel or the addition of an extra syllable, these brands have been fighting the pronunciation battle for years, which varying levels of success.

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