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Spring 2019


difference! “If you can be truly different, you can name around that,” she says. “Start by asking what your vision is. Consider the audience and at appeals to


sking ience and


who would like you the most. What appeals to ?


your most enthusiastic buyer?” Dig into your brand promise with sharp omise with sharp


editing to identify the one thing that makes you different, your brand essence. “We really insistWe really insist eas in the


hing that makes yo


on brevity. If you have too many ideas in the brand-essence document, there’s too much to name around,” says Treadwell. “Nail it down to one thing that’s different as well as one thing you offer that makes you compelling.” There’s also psychology to naming. It’s not only the words, but also how they shape perception and opinion. Humans gravitate to what’s familiar and comfortable, so if it’s difficult or confusing, it won’t provide customers with insight as to what’s special or unique about you.


Names That Smile Alexandra Watkins has a clever system for evaluating names, and it’s been featured in


much to wn to


can


“We really insist on brevity. If you have too many ideas in the brand-essence document, there’s too much to name around,” says Treadwell.


both The Wall Street Journal and Inc. Her SMILE criteria gives us a formula for a great name:  Suggestiv – It evokes a positive brand experience.


h The Wall Street Journal and Inc. Her SMILE gives us a formula for a great name tive – It evokes a positive bra


 Meaningful – C curse of knowledge.


Customers get it. Avoid the ge.


s get i


 Imagery – It is visually evocative, because images aid recall.


lly e


 Legs – It lends itself to a theme that can be extended in creative ways.


 Emotional – It resonates with your audience.


5. Avoid Trendy


As millennials dominate their industries, brands feel more comfortable breaking rules with intentional misspell- ings and edgier names. Extensions such as -ly, -ify, and -ster signal a millennial-friendly brand, but you should avoid being too trendy with a name that could date-stamp your brand.


Tagline: The Rudder for Your Name What’s a name without its tagline? Davis explains that your brand is your what and the tagline is how you do it. He thinks of brand identity as the boat and the tagline as the rudder, the small piece of wood that steers the name. His own firm, Tungsten Branding, uses the tagline “Wired for brilliance.” “We do a tagline with every name and find it really useful, because it helps link the brand


e


eers the uses


WIN


15


name to the brand promise,” says Treadwell. “We rebranded a holding company for a network of medical-liability companies that wanted to pull together for more capital and strength.” They chose the name Constellation and the tagline “Brighter together.”


Signals of Success


The goal is to create an environment where people thrive. “When people have an identity and can be themselves without stretching to explain or making it fit artificially, then the business can go forward with its real mission,” Davis declares. He’s seen companies double revenue in a year simply by releasing their fixation with a confusing name, freeing themselves to rebrand under a new name that they feel good about and that better describes the organization.


d


All three of our experts agree on this last piece of advice: don’t take shortcut


ur e ts agre


branding and naming. It’s your most valuable real estate and something you’ll be living with for a very long time. 


e: don’t take shortcuts with nd naming. It’s your most va


ate and something you’ll be living a very long time.


A tagline helps link the brand name to the brand promise.


a copy of Alexandra Watkins’


Register at:


modernlitho.com/Spring2019Register or scan this QR code.


book, Hello, My Name Is Awesome: How to Create Brand Names That Stick.


me s


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