Brand creation can seem like a minefield for some new business owners and few know where to start! In this article readers will find 8 essential tips which can help them to navigate the world of marketing and understand the rules and legalities of branding and take the first step towards successful and lucrative brand development!
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1. When choosing a brand name it is vital that business owners and entrepreneurs use all of the tools and professional help available to ensure that the name they have decided on is not owned, used or trademarked by another competitor.
2. If the name used in brand creation is available, legal trade marking is the best way to ensure a company’s future. By taking the necessary legal steps new business owners can save themselves a lot of time, money and worry in the long run.
3. Inventing a word or name is one of the best ways to avoid legal troubles as well as guarantee brand differential. For example, Kodak, Kleenex and Kia are all “invented” words which are not known for anything other than the company they represent.
4. Choosing a “legally strong” name is a vital part of any brand creation strategy and as a result many companies decide to choose names which are in no way related to their product to avoid competitor imitators or brand confusion. Some great examples could include Penguin books or Arizona iced tea.
5. It is also important when concentrating on brand creation to avoid names which are too closely linked to the product or service. For example, if a company is working to distribute an oven cleaner a name such as OvenClean is not considered as marketable as Scrub-Free or Spick’n Span.
6. Receiving professional help from a branding firm is strongly advised for those who are new to marketing and brand creation. Among other things, a firm can help to ensure that all legal issues are settled before a company launches their branding campaign or marketing strategy.
7. Use color wisely. One of the most common misconceptions surrounding brand creation is that the more color introduced into logo creation and graphics the better. The common belief being that a brighter logo means more attention from consumers. This of course is not accurate; some of the world’s most successful logos use a duel-color design. For example, John Deere, and McDonald’s all use only two colors in their logo and marketing material.
8. Using a descriptive word such as “Quick” is a huge brand creation mistake and may result in never receiving full legal rights to a brand name. When considering any brand strategy, it is vital for all new businesses and companies to think creatively. Branding is one area where being different is not only beneficial but essential for success.