How Brands Can Meet Demands of a Higher Purpose

Many consumers today are expecting more out of companies than just providing good value in products and services. A study shows that a business’ “brand” – how it is identified and perceived by the public – is defined significantly by showing social responsibility and having a higher sense of purpose than making a profit.

Building a company that connects with people on a personal and emotional level requires “conscious branding,” which begins with a business being aware of its identity (who we are, what we stand for, and what future we would like to co-design), the ecosystem it lives in and how it can add value to the world and its people, says Julius Geis (www.juliusgeis.com), a branding expert who has created strategies for over 40 companies and is the creator of Identity Built Branding™ (IBB).

“The way we relate to brands is radically different now, and the upheaval of 2020 magnified this,” Geis says. “People want brands to be a navigator for change. They expect responsible branding and for companies to be proactive and transparent.

“Brands that only see dollar signs need to shed their rigid conceptions of business. The brands of today must be living organisms that are relationship-centric inside and outside the company. When a brand is anchored in an organic identity and moving from a place of purpose, consumers are drawn to its authenticity. It’s time to move away from brand-fakes that manipulate people. Let’s embrace branding designed to strengthen our collective connections.”

Geis offers three tips for businesses to build their brand inside and outside the company in ways that connect people and a higher purpose:

  • Engage in organizational self-searching. Geis says companies can determine their purpose by asking questions such as: What is the core reason we are in business? What are our non-negotiable, guiding beliefs? Where do we come from, and what are our backgrounds of experience? What do we wish for the world to become? “The understanding of a company’s collective self,” Geis says, “or its founding spirit, is the focal point for strategic development and decision-making.”
  • Investigate disruptive relationships. A deep analysis of relationships within the company and with the outside world, Geis says, is a fundamental part of removing the obstacles on the road to company self-identity, unity, and greater purpose. “It starts with your culture and extends to everyone your company has contact with,” Geis says. “Probe relationships, from internal employee-manager connections to the relationships between the brand and its suppliers, consumers, and communities. The problems lie where these relationships are disrupted. That points to the underlying cause and leads to ways to strengthen these relationships in a sustainable manner. But without solidifying the work culture first, connecting in a stronger, sustainable fashion with consumers can’t happen.”
  • Embrace truth and change. “Change happens when a company finds its true sense of self and strengthens its culture accordingly, rather than continuing randomly or aimlessly and manufacturing a false identity that will inevitably crumble under the pressure of reality,” Geis says. “When you’re operating from a place of truth, your relationships are grounded in trust and a like-mindedness that allows them to move and react to the flow of business and culture. Rigid relationships built on false premises or forced connections will always struggle to evolve.”

“Many brands have lost public trust,” Geis says. “They’ve lost their power and their way. But finding or rediscovering their purpose can connect them inside the business, which must happen in order to connect with today’s consumers that demand a world awareness. As we move towards a better understanding of our interconnected culture and economy, branding in its traditional structure and motives will disappear.”

By

Source: More Than a Business: How Brands Can Meet Demands of a Higher Purpose – The Good Men Project

.

.

Should You Use Your Own Name or Create a Brand Name for Your Business?

Should You Use Your Own Name or Create a Brand Name for Your Business?

A friend and ex-colleague of mine recently left her full-time job and started freelancing as a consultant. Like any freelancer seeking new business opportunities, she planned to create a website showcasing her past work and detailing her capabilities. But first, she had to answer a critical question: Should she create a new to represent her business or simply use her own name? Since I run a brand consulting agency with one full-time employee (me), she asked for my advice.

No matter what kind of freelance work you’re doing – from brand consultant to bookkeeper – this is a question you’ll have to answer. Using your personal name means presenting yourself as an individual contributor and keeping the focus on you. Coming up with a brand name, on the other hand, will require a thorough naming process and will create some “daylight” between you and the business. Either path can work, and deciding which is right for you depends on a range of personal factors. I’ve outlined five reasons below to take the first approach: creating a new brand name for your freelance business.

A brand name suggests scale

In the past, many companies took on their founder’s . Think Lipton, Ford, or . But these companies’ modern-day counterparts are more likely to develop unique brand names like , Tesla, or (For the record, Starbuck is a fictional character from Moby Dick, Nikola Tesla died 60 years before the founding of , and it’s unlikely Robin Hood was a real person, much less had any involvement with the financial services app.). Because of this shift, a unique brand name, rather than a founder’s name (i.e., yours) can create an impression of a larger organization, which implies more breadth and depth.

If you’re thinking, “But I don’t want anyone to think I’m more than one person,” don’t underestimate the disadvantage solo freelancers can face in competitive situations. Remember that people who’ll never meet you – whether they’re decision-makers or procurement personnel – may be making judgments based on your name alone. For example, imagine having to select one of the following brand consultancies: Catchword, Lexicon, or Sally Flakowitz. The personal name creates an awkward, apples-to-oranges situation you’re probably better off avoiding.

Related: Why Brand Name is Important for Start-Ups?

A brand name gives you room to grow

Speaking of scale, another benefit of a brand name is its potential to stretch as your business changes. You may not plan on building a 15-person team – but plans often change. Should your business become more than a one-person operation, a brand name provides room to grow.

This logic applies even on a project-to-project basis. When you take on a large assignment, you may need to subcontract work or hire other freelancers as teammates. When showing up at a client’s office with a colleague, introducing yourselves as independent freelancers who happen to be working together at the moment does not inspire confidence. It creates a temporary, noncommital feeling. It’s much easier – and sounds more professional – to say, “Hi, I’m Rob, and this is Sally. We’re from [BrandName].”

A brand name provides an opportunity to express ideas

What ideas and feelings does your name evoke to those who hear it? Hopefully, amongst your family and friends, at least, a host of positive adjectives are associated with your name – perhaps smart, creative, and hardworking. But for those who’ve never met you? Never heard of you? It’s just a name. Unless you go by “Sting” or “The Rock,” your name doesn’t really convey any meaning. It doesn’t tell prospective clients that you’re smart or creative. It’s not even a name you chose.

But creating a brand name allows you to say something. Some brand names are straightforward and descriptive (e.g., Best Buy), while some merely suggest an idea (e.g., Zipcar). Others venture into the abstract – they don’t carry any relevant meaning but can nevertheless convey a sense of personality, like Apple (simple) or Virgin (irreverent). No matter what approach your brand name has, you can use it to tell people something about yourself and the work you do.

Related: The Do’s and Don’t’s of Naming Your Business (Infographic)

A brand name may be easier to spell and pronounce

Some first and last names are easier to pronounce than others, but chances are the brand name you create will be shorter than your personal name (one word rather than two, for example). And since you’re building the name from scratch, you’ll have an opportunity to ensure its . While there are exceptions, most of the best brand names are short and sweet. Names built from one or more real English words are more likely to be understood, pronounceable, and correctly spelled than many people’s names.

If you have any interest in doing business overseas, you may find your personal name has additional drawbacks. Names that are commonplace in one language or culture may appear strange or unpronounceable in other parts of the world. Your name may lead people to assume – accurately or not – that you’re from a particular country or region and, whether or not it’s fair, that assumption may come with prejudices. English, however, has become the lingua franca of global business. A real English word or two is likely to be understood and pronounceable by many business people for whom English is not a native tongue.

A brand name may be more distinctive

The flip side of the point above is that, in some cases, personal names are so common that they fail to stand out. If your name is “Niamh Moloughney,” good luck getting people to spell and pronounce it correctly. But if you’re one of the over 11,000 Ann Millers on LinkedIn, your prospective customers may have trouble remembering you or telling you apart from other freelancers.

Reviewing competitor names is a critical step in any brand naming process. In creating your brand name, you can choose to use a different naming style, pick one that’s significantly shorter or longer than competitors, or find an initial letter that’s unique to the category.

Ultimately, this decision depends heavily on your given name and surname. How common are they? Are they hard to spell or pronounce? Will they associate you with a specific language, country, or region – for better or worse? Some people’s names almost beg to be used as brand names, like Smart & Final (named after founders J.S. Smart and H.D. Final) or Fox Racing (named after founder Geoff Fox). They’re short, simple, easy to remember, and have built-in meaning or imagery. Unless you’re lucky enough to have such a distinctive, evocative name, consider creating a brand name for your freelance business.

Related: 10 Secrets to Master Your Personal Brand

Rob Meyerson

 

By: Rob Meyerson/ Entrepreneur Leadership Network Writer

 

Source: Should You Use Your Own Name or Create a Brand Name for Your Business?

.

.

More Contents:

Create unique brand name for business and slogan – Best Branding Services service
http://www.youtube.com – January 7
 
CertifiedCare.org domain is for sale | Buy with Epik.com
certifiedcare.org – November 17, 2020
[…] It is an excellent brand name for business that’s looking to capture a growing online audience with a powerful brand name […]
1.2K
How to File an International Trademark When You’re Ready to Take Your Business Global
http://www.webzoly.com – January 16, 2020
[…] That means that even if you are using your brand name for business, if you did not file for foreign trademark registrations early enough, someone else can lawfull […]
1
Think Big | Think Domain
domain4flip.com – June 24, 2019
[…] ch extension is important for Switzerland make for your brand name for business use for marketing domain use … READ MORE rahelblocher […] com extension has great value make for your brand name for business use for marketing domain use for … READ MORE Swiss247 […]
8
Rihanna Suing Her Own Daddy For Stealing Fenty Brand Name
hiphopwired.com – January 15, 2019
[…] is learning this the hard way since the Bajan singer is suing him for allegedly stealing the Fenty brand name, for business purposes […]
1
Plandai Biotechnology, Inc. Finalizes Acquisition Of License To Diego Pellicer Brand For Medical & Pharmaceutical Marijuana Extracts
http://www.biospace.com – February 10, 2014
[…] Under the terms of the executed license agreement, Plandaí can use the Diego Pellicer brand name for business-to-business sales and marketing in both domestic and international markets […]

 

6 Proven Ways Social Media and Ecommerce can Boost Sales
bulk.ly – Today
[…] and business owners around the world to foster relationships with their audience and boost their brand exposure. In addition to growing brand image and building relationships with customers, you can also leverage the power of social medi […] You just have to make sure you choose an influencer that is truly representative of your brand and product, otherwise their use could end up having a detrimental effect on your brand, and campaign. Source: Hootsuite Twitter Twitter is great for growing your brand name thanks to the popularity of hashtag usage […]
N/A
Travel Outside India
[…] “Booking” means an act of creating an Itinerary with Customer’s details, such as name, contact information, etc […] “Electronic-Ticket” or “E-Ticket” or “Ticket” means an electronic document, containing the Customer name, Flight details, Booking reference / PNR, unique ticket number and the payment made for Travel […] “Vistara” means the brand name under which Flights are operated by TATA SIA Airlines Limited having its registered office a […]
0
Best Microsoft Azure course deal: 97% off online bundle (UK deal)
mashable.com – Today
[…] What makes Azure so popular, you ask? Not only can it keep up with other big names in the field, but when compared to AWS, it tends to be a more affordable and highly secur […] It’s why so many brands and companies are investing (or have already invested) in the service […]
1
American Express
toriesgifts.com – Today
Brand Name: VKTECH Theme: Letters Material: Metal Style: MEDITERRANEAN If you think your yard decorating i […] Features: Brand New with Retail Package Wealth and good luck with bells to decorate your garden Perfect decorat […] garden or yard to match different family adornment style We believe you will like it!  Features: Brand New with Retail Package Material:  Aluminum & copper Size: Total length: 67cm/ 26 […]
2
The Kitchen Is The Heart of The Home Wall Sticker Removable DIY Letter –
frontdoordecorplus.com – Today
Brand Name: Bonytain Origin: CN(Origin) Pattern: Plane Wall Sticker Style: Modern Classification: For Cabinet Stove Classification: For Tile Classification: For Wall Specification: Single-piece Package Scenarios: WALL Model Number: Wall Material: PVC Theme: Characters Size: 45x30cm Color: Black Color Type: The Kitchen is the Heart of the Home
0
New Chinese Style Vase Jingdezhen Black Porcelain Crystal Glaze Flower –
nubians-crown.com – Today
New Chinese Style Vase Jingdezhen Black Porcelain Crystal Glaze Flower Vase Home Decor Handmade Shining Famille Rose Vases Regular price $59.60 Sale price $59.60 Regular price Sale Sold out Unit price /per  Color Ships From Error Quantity must be 1 or more Add to cart Adding product to your cart Brand Name: enhancement Style: Traditional Chinese Material: Ceramic Size: M Function: Tabletop Vase Model Number: New Chinese Style
1
Associate Store Manager – Washington Square Mall – Portland, OR at
startup.jobs – Today
[…] The company is one of the fastest-growing consumer brands of all time, and its product line has expanded to include sheets, pillows, a matching foundation […] Casper was named one of Fast Company’s 50 Most Innovative Companies in 2017, and its eponymous mattress was crowne […] of the manager, including staff scheduling, opening/closing, inventory management, upholding visual brand standards, maintaining safe working conditions and facilities maintenance […]
0
SEC suspends trading of OTC share targets on social media
exbulletin.com – Today
[…] Almost all insurance providers, no matter if they are well-known brands or just local insurers, have an online presence […] access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc […] CONTACT: Company Name: Internet Marketing CompanyPerson for contact Name: Gurgu CPhone Number: (818) 359-3898Email: [email protected]: https://compare-autoinsurance […]
N/A
Montessori Rainbow Matching Game –
advantagefinder.net – Today
Brand Name: OCDAY Material: Resin Gender: Unisex Model Number: Resin Craft Age Range: > 3 years old Set A: 60pcs bears Set B: 1 set(6pcs) Stacking Cups Set C: 60pcs bears+6pcs Stacking Cups Set D: 60pcs bears+6pcs Stacking Cups+1set learniing cards Set E: 60pcs bears+6pcs Stacking Cups+1set learniing cards+1pc storage bag
N/A
Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension | SpringerLink
link.springer.com – Today
[…] unimaginable lengths of time, with this success largely attributable to their consistent release of brand extensions (BEs). BEs utilize established brand names to launch new products and offerings (Keller 2007), leveraging the equity vested in the parent brand to enhance consumer acceptance of products in new markets or offerings in the same markets (Dwivedi […] Past practice indicates, “To cope with information scarcity, consumers are increasingly relying on brand names as quality signals […]
0
Sexy Halter Party Dress Retro Polka Dot Hepburn Vintage 50s 60s Pin Up Rockabilly Dresses Robe Plus Size Elegant Midi Dress – Transctg
transctg.com – Today
[…] sure of the size, please leave me a message about your weight, height, bust; ADDITIONAL INFORMATION BRAND NAME Junxi Wan ORIGIN CN(Origin) SEASON Summer MATERIAL Cotton SILHOUETTE A-LINE AGE Ages 18-35 Year […] Required fields are marked * Your rating * Your review * Name * Email * Save my name, email, and website in this browser for the next time I comment […]
0
jankelly Nigeria 2pcs Bridal Zirconia Jewelry Sets For Women
chicmaxonline.com – Today
Brand Name: JaneKelly Metals Type: Copper Gender: Women Material: Cubic Zirconia Style: TRENDY Included Additional Item Description: 2 Jewelry Sets Type: Necklace/Earrings/Ring/Bracelet Fine or Fashion: Fashion Model Number: JK-1303 Item Type: Jewelry Sets Occasion: Anniversary Shape\pattern: Water Drop is_customized: Yes
N/A
Dutch poet refuses to translate Gorman’s works | Entertainment
exbulletin.com – Today
[…] Almost all insurance providers, no matter if they are well-known brands or just local insurers, have an online presence […] access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc […] CONTACT: Company Name: Internet Marketing CompanyPerson for contact Name: Gurgu CPhone Number: (818) 359-3898Email: [email protected]: https://compare-autoinsurance […]
0
The Trondheim | New Townhomes Now Preselling in Crown Hill
[…] THE COZY NUT TAVERN Serving world beer & quirkily named cocktails alongside interesting bites in a critter-themed space […] GROCERY OUTLET Discount chain carrying brandname groceries, plus items like gifts & toys (many sell beer & wine) […] TURNTABLES & TRAILS Secondhand shop for vinyl records, stereos & speakers, plus brandname hiking jackets & backpacks […]
0
Yogodlns New Luxury Handbag Women Stitching Wild Messenger Bags Design –
velveedajim.net – Today
Brand Name: Yogodlns Origin: CN(Origin) Main Material: PU Shape: Satchels Gender: WOMEN Occasion: Versatile Exterior: Silt Pocket Lining Material: Polyester Pattern Type: Patchwork Decoration: Fur Interior: Interior Slot Pocket Interior: Cell Phone Pocket Interior: Interior Zipper Pocket Style: Fashion Closure Type: zipper Shoulder Bag: Plaid Shoulder Bag Messenger: Stitching Bag Crossbody Bags: Female Totes Handbags: PU Leather Handbags
1
Smart IR Controller, WiFi Remote Control IR Blaster for Home Automation, IR Smart Hub for AC, TV and Other 38k Infrared Appliance, Compatible with Alexa Google Home – Eledonk Electronics Store
eledonk.com – Today
[…] More About This Item – Browse all Smart Home ASIN: B08TWKNVKH Category: Remote-Control Extenders Brand: YoSupgo Merchant: YOSUPGO Condition: New Shipping: Amazon Global, Free shipping, Prime Price: $17 […] ✔ DIY Learning Function – When you couldn’t find your device’s brand on the app, just click “DIY” type to learning your ir device […] More About This Item – Browse all Smart Home ASIN: B08TWKNVKH Category: Remote-Control Extenders Brand: YoSupgo Merchant: YOSUPGO Condition: New Shipping: Amazon Global, Free shipping, Prime Price: $17 […]
1
Natco Pharma unveils drug to treat epilepsy
[…] Pharma has unveiled Brivaracetam tablets, indicated for treatment of epilepsy, under the Brecita brand in the country […] Reddy’s Laboratories in India under the brand name Briviact […]
0
HostItBro Helps Startups to Grow In India With Low Cost Web Hosting Plans
[…]   Branding is the most crucial part of any Business […] Creating a brand website on your own is easy nowadays, special thanks to open-source CMS like WordPress […] One can buy a domain name, web hosting to start their website within minutes […]
N/A
Chatting Sports Tech Edition #3 – Fan Controlled Football
engagemintpartners.com – Today
[…] Wendy’s is the big brand name as the official field-level partner, but with WHOOP, Vroom, Kinexon, Black Box VR and Schell Game […]
0
Wallace State Computer Science Program Awards New Google IT Support Professional Certification
exbulletin.com – Today
[…] Almost all insurance providers, no matter if they are well-known brands or just local insurers, have an online presence […] access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc […] CONTACT: Company Name: Internet Marketing CompanyPerson for contact Name: Gurgu CPhone Number: (818) 359-3898Email: [email protected]: https://compare-autoinsurance […]
0
Opinion: These 15 companies are run in a Warren Buffett-like way
[…] Those listed own impressive insurance assets—Markel’s brand names, Alleghany’s TransAtlantic Holdings, Canada-based Fairfax’s Allied World—and remarkabl […]
2
promise rings freeshipping save money
fashionens.com – Today
[…] Stainless Steel Occasion: Wedding Rings Type: Wedding Bands is_customized: Yes Setting Type: None Brand Name: NoEnName_Null Model Number: MSXBSKH00158DH Material: Metal Gender: Women Compatibility: Al […]
N/A
Starting A Hair Store, Starting A Virgin Hair Business, Start Hair Business
fsnhair.com – Today
[…] It is actually important for you to think about the name for your business. There are two types of names. A specific name and a general name. A specific name is a name in such a way that anybody immediately can see what you do. For example, the name is Goddess Hair Extensions […] Once you come up with your name, go ahead to the Secretary of States . You will be able to search your name and see if somebody has actually filed, paid for that name because if they have the name, once again you have to start back at ground zero […]
0
RANJNA SAREE FLORY VICHITRA SILK WITH HEAVY BORDER SAREE AT AFFORDABLE PRICE IN INDIA
bhawanitextile.com – Today
BHAVANI TEXTILE > BRANDS > RANJNA SAREES, SILK SAREE BOOK CATALOGUE FLORY ON BHAWANI TEXTILE […] AT AFFORDABLE PRICE IN INDIA Download Image Zip Download PDF Download Image Zip Download PDF FLORY Brand ranjna sarees, Silk Saree Catalog FLORY Pcs 8 AVG […] Availability On Booking Other Details Dear Customer, We are launching our new Saree Catalog Brand – Ranjna Sarees Catalog Name : FLORY Fabrics – Vichitra Silk Heavy Border with Work Blouse Cut – 6 […] Name(required) Email(required) Mobile(required) Message(required) Submit
0
Exceptional Onsite and In Home Windows, Apple Computer and Mobile Phone Training, Tutoring, Virus Removal, Preventive Maintenance and Repairs for All of Oahu Call or Text 224.1870 Mainland U.S.A. Text Only 808.224.1870 for Remote Computer Lessons and Support
[…] 0 and this new upgrade possibility gives the users chance to have brand new features on their mobile devices […] 1870 for Remote Computer Lessons and Support You will find wide range of Smartphones from several brand names worldwide […] Lessons and Support My modern finest phone in the states list for 2018 comprises of well-known brands like Apple, Samsung and Google on the front page, yet it’s also challenging to figure out whic […]
N/A
Meticore Reviews – Top Weight Loss Pills That Work or Fake Results? 2021 Review
[…] The manufacturing company of Meticore weight loss pills has been a celebrated as a reputable brand name […] com LLC Media Contact Website: [KISS PR Brand Story PressWire] – Email: Media@kisspr […]
0
Harper Industries
[…] hydraulics, landscaping and sports turf management under the DewEze, Butler and Harper Turf brand names […] with implementing digital advertising campaigns (social/Eblasts) Improve customer engagement and brand awareness via all social media platforms Create and maintain blogs to serve relevant markets Trac […] Engage with the market to understand relevant topics Play an active role in becoming an influential brand and voice in the industries served Compile pertinent and resonating messaging that aligns wit […]
3
New Makeup 2017 Professional 15 Colors Eye Shadow Contour Palette Facial Camouflage Make Up Eyeshadow Pallete Cosmetics Set
Type: Eye Shadow Finish: Glitter,Luminous,Matte Benefit: Long-lasting,Easy to Wear,Waterproof / Water-Resistant,Natural Brand Name: YKS Model Number: Eye Shadow Contour Palette Size: Set Quantity: 1pc NET WT: 117g Waterproof / Water-Resistant: Yes Ingredient: Eye Shadow Single color/multi-color: Above eight colors
N/A
Dallas Logo Design Services – Best Logo Designers In Dallas
dallasdesignco.com – Today
[…] will make your brand stand out above all others, and we will do it in a way that makes your brand memorable, creative, and professional.  This is the kind of branding you need for your new company, and this is the kind of branding you need for the future of your brand […]   This is because they do not yet have a brand name, and they do not have customers […]
N/A
Android Native App. [login to view URL] Navigation | Android | Mobile App Development | Java | Freelancer
[…] dk, We need a new design for , we need a new brand for our services, We need a new brand name for our services, e-commerce mobile app: change cart screen design and create new checkout screen […] [login to view URL] Navigation My name is Manpreet Singh’’’’’’’ I have read your job Android Native App […]
0
our eyesight “To function as the favored model of expert parking administration company by giving service that is unparalleled integrating the principle of dependability and consistency” – My blog
[…] safeguard Cash Advance Borrowers SENIORS, COMMUNITIES OF COLOR MAY TAKE ADVANTAGE OF SAFEGUARDS IN brand-new GUIDELINE San francisco bay area, CA, October 5, 2017— because of this to brand new advance loan tips released due to the customer Financial Protection Bureau today, Paulin […] The CFPB’s brand name new guideline will assist destination a summary to those abusive financing methods […]
N/A
Www.chinavasion.com Coupon 2021 45% (+15*) Discount & Promo Codes
[…] Forget about purchasing brand name appliances, you can purchase cool gadgets at low prices at Chinavasion and enjoy our 12 mont […]

Rebrands Can Be Tricky and Expensive. Here’s How to Get It Right the First Time

About a year after its 2016 launch, Pencil realized its name was bad for business. Co-founder Sydney Liu would talk about the online storytelling platform to enthusiastic listeners at events–but would-be users, thwarted by a second-rate domain name (usepencil.com) and a barrage of unrelated search results, couldn’t find its website.

So, in 2017, the company, based in Menlo Park, California, decided to redo its logo, site design, and color scheme before ultimately relaunching as Commaful. The overhaul worked almost immediately. “Within a week, we were number one on Google for our name,” Liu says, and organic sign-ups began to increase.

Rebrands are fairly common for startups and small businesses that don’t spend the time (or money) in the early stages to get their messaging, logos, or even monikers just right, says Douglas Spencer, president and chief brand strategist at marketing consultancy Spencer Brenneman. Besides discoverability issues, “they can run into legal challenges,” he says, or “find themselves with a logo that just looks amateur.”

But change is expensive: Most small companies (with less than $30 million in annual revenue) can expect to invest $90,000 to $180,000 on a rebrand, according to marketing agency Ignyte.

Fortunately, there are ways to cut down on costs–and make sure your investment pays off.

1. Do your homework.

Serial entrepreneur Dan Demsky once had to throw away thousands of dollars of packaging because of trademark infringement issues, so when it came time to brand his latest venture (men’s travel-apparel site Unbound Merino), he started with the basics. “Memorability and ease of spelling,” Demsky says, plus “having the domain name.” He also hired a good trademark attorney.

You’ll pay $2,000 to $2,500 for a comprehensive trademark search and around $1,000 for the application, says Marc Misthal, a lawyer with intellectual property firm Gottlieb, Rackman & Reisman. Expect added costs, including extension fees, if the U.S. Patent and Trademark Office rejects your application.

2. Solicit, but limit, feedback.

Opinions are a dime a dozen, so while you’ll want to run your brand plans past some employees and clients, you’ll also need to drown out the noise. When content marketing software company PathFactory–formerly known as LookBookHQ–started considering a change to its name and logo in 2017, it limited the internal brand committee to five people.

“Keeping the decision-making committee as small as possible really helped, because everyone will have their own idea of what [the brand] should be,” Cassandra Jowett, PathFactory’s senior director of marketing, says. “Changing your company’s name is not necessarily a democratic decision. Not everyone should get a vote.”

Conduct customer research, but avoid simply asking people whether they like a potential new name, logo, or color scheme, says Emily Brackett, founder of Branding Compass, a web-based branding app for small businesses. Instead, focus on the value prop you would like your name, logo, or design aesthetic to convey.

“You could say, ‘We really want to come across as caring and compassionate,’ ” Brackett suggests. “Does this logo look caring and compassionate, or does this [other] logo look caring and compassionate?”

3. Have a rollout plan.

PathFactory officially announced its new name and logo at the 2018 SiriusDecisions Summit, a major event for the B2B marketing industry. “We tied it together with a product announcement to explain the need for a change in our image,” Jowett says. “The two together got a good reception”–and a lot of much-needed media coverage.

Prior to the official announcement, the company sent swag bags to select customers, and for months after the rebrand, PathFactory left messaging about the change on all its digital channels. Even then, “not everyone realized it was the same company,” Jowett admits.

Smaller-scale rebrands won’t require so many bells and whistles. But you should still communicate why you’re making a certain change, Brackett says. Messaging can come in the form of a press release, blog post, or email to your customers.

“You want to control the narrative,” agrees Bo Bothe, CEO of Brand­Extract, a brand strategy consultancy. “If you just throw it out there to the wolves, they’re going to tear it apart.”

4. Avoid second-guessing.

Once you’ve unveiled your redesign, expect some resistance to your changes. So don’t rush to backtrack if you receive immediate negative feedback. Chances are, the blowback will blow over. (See Slack’s early-­2019 logo redesign, below. The barrage of bad press ultimately dissi­pated.) Commaful had several users threaten to leave once it unveiled the new name and logo, though they ultimately stuck with the platform, Liu says.

“Keep in mind, the product is what matters,” Bothe says. “If the product is badass, the logo will become less relevant. As long as you’re not offending anybody, you’re probably fine.”

 If It Ain’t Broke…

When Nicolas Vandenberghe relaunched his software startup as Chili Piper in 2016, his wife and co-founder, Alina Vandenberghe, quickly designed a new logo and stuck it on the website. “It was meant to be temporary,” Nicolas recalls, but customers took to the little red pepper so much, it survived the company’s formal brand refresh last year.

Chili Piper hired a design agency to draft alternatives, but ultimately the New York City-based company realized “if we change the logo, our customers will go crazy,” Nicolas explains. “They love the logo.”

There are many reasons startups or small businesses rebrand, including copyright infringement issues and the lack of a competitive differentiator, says Brackett of Branding Compass. But founders should take a cue from Chili Piper and make sure they’re not trying to fix something that’s working.

For fledgling and cash-strapped businesses in particular, “there are so many people who haven’t fully learned about your brand,” Brackett says. “Don’t change it because you’re bored.”

 

Jeanine Skowronski Senior editor, Policygenius Magazine

 

Source: Rebrands Can Be Tricky and Expensive. Here’s How to Get It Right the First Time

23K subscribers
Rebranding your business can mean a complete overhaul of all of your visual marketing materials. This video can help you decide if your company is ready for this project or not. If you’re thinking about a rebrand, Visme can help you recreate all of your graphics. Try it free now: https://visme.co — There are many instances when your company might decide it’s time to start rebranding your business. The idea of a rebrand can be scary, but sometimes things happen and a rebrand just makes sense. In this video, Mike with Visme dives into a few of the reasons your company might be considering rebranding. Let’s take a look at what they are. Watch the video to see a few real life examples for each reason. 1. When your company merges with another brand. 2. When your company is bought by another. 3. When your company appoints a new CEO. 4. When your brand has acquired the wrong image. 5. When you want to reach a different audience. 6. When you’ve grown out of your initial mission. 7. When your brand needs to stay relevant. Does your company or brand fall into any of these categories? If so, it might be time to start thinking rebranding your business. However, you never want to take a project like that lightly. A rebrand is almost like a relaunch of your company in a more modern or different light, so you want to follow a rebrand strategy to a T. Learn more about our 12 step process for a successful rebrand in our detailed blog post: https://visme.co/blog/rebranding-stra… — The logos in the videos are trademarks of United Airlines, PriceWaterhouseCoopers, Verizon, Huffington Post, Instagram, Burberry, MTV, TNT, airBNB, and Apple. Visme claims no ownership rights in any of these logos, and has no affiliation with these companies. All use is intended to be informative the significance of brand design details. Sources: https://logos.fandom.com/wiki/United_… https://www.verizon.com/about/our-com… https://knowledge.wharton.upenn.edu/a… https://www.theverge.com/2015/9/2/924… https://www.fastcompany.com/1724731/a… https://www.huffpost.com/entry/huffpo… https://www.forbes.com/sites/fruzsina… https://www.huffpost.com/entry/huffpo… https://www.fastcompany.com/1673210/a… https://www.linkedin.com/pulse/compre… https://www.telegraph.co.uk/news/1469… https://www.wired.com/2016/02/mtv-wan… https://www.underconsideration.com/br… https://logos.fandom.com/wiki/TNT_(Un…) http://fortune.com/airbnb-travel-miss… https://www.underconsideration.com/br…

11 Fashion Brands That Support Breast Cancer Awareness Month – Barry Samaha

1.jpg

Orange, red and yellow are generally what spring to mind when one considers October colors. But instead of rocking those autumnal hues, think pink instead. It is Breast Cancer Awareness Month after all. The use of pink to symbolize breast cancer awareness started in 1992, and came in the form of an overlapping ribbon. It was meant to show solidarity with those that have been impacted by the disease, which affects one in every eight women in the United States. Needless to say, over the years, the use of the color has evolved and it is now cast on a number of items…….

Read more: https://www.forbes.com/sites/barrysamaha/2018/10/04/fashion-beauty-brands-support-breast-cancer-awareness-month-pink-products-2018/#27e5e066d3cb

 

 

 

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

GBCracked

1

It’s time for our customers to take control! Our goal with GB Cracked was to show your customers exactly how they can start an ecom business from zero budget down.

Using one untapped platform and through the strategies taught, your customers can actually create multiple mini cash-machines in any niche possible.

We’re leaving nothing back and giving your customers every advantage they could ever ask for when it comes to generate a consistent full-time income from home using GB Cracked.

The formula behind this evergreen strategy is basically, helping your customers find their favorite niche, creating a winning design where they can then place it on a product, which they never own, and driving traffic through the various strategies shown and taught in GB Cracked!

Your customers will be generating sales through the use of Facebook ads and through various ways of creating niche based stores, which they never have to pay any monthly fees.

3.jpg

b

HitSafari Advertising

1.jpg

If you are looking to gain more traffic to your website HitSafari is your answer. HitSafari has been the top ranked manual traffic exchange since 2003, delivering quality high targeted traffic.When results matter, HitSafari delivers.

Thousands of people join manual traffic exchanges to get free traffic to their sites. With over 5 Million views to our members sites each month HitSafari is sure to increase your sites traffic.

But that’s not all! HitSafari also works as a high quality banner exchange via our banner advertising network that comes with your free membership. It’s clear that banner advertising is an effective way to also increase traffic to your websites.

You Deserve It…
Now We Have the System to Provide It!
Daily, Weekly, Monthly Bonuses!

Credits, Banner and Link Impressions Plus Cash!

You Deserve Real Rewards and We Give Them to You

4.jpg

We also offer a high quality text exchange that puts your text ads right in the faces of our visitors. These two powerful advertising platforms combines with our manual traffic exchange will bring you opt in subscribers for your email advertising and email lists and increase your sales.

HitSafari also partners up with other manual traffic exchanges via Power Surf Central. This system when used earns you rewards for taking an active part in it. You deserve it and now we have the system to provide it!

Our downline builder is another great feature of your membership. When you join HitSafari you get free access to this powerful tool to increase your traffic flow and build residual income for years to come.

Have a site not in the downline builder?
Not a problem! Our unique system allows you to add it to your downline builder for the ultimate configuration.

5.jpg

It’s easy to see all the power HiSafari brings to the table and when combined with your free membership its clear to see this is a win win for your business. Start increasing your website traffic today and claim your free account by clicking on the join now button below.

Traffic Treasures

Welcome to Traffic Treasures!

I have taken over the site and it’s re-launching with new joining offers, and if you purchase the first OTO you’ll then get to see a superb offer the likes of which you probably haven’t seen before.

I Hope That You Find This a Powerhouse Advertising Site, Useful In Your Every Day Marketing!Traffic Treasures is an Instant Commission List Building Site, A Text Ad Exchange, A Traffic Exchange, A Safelist, And Quite a Lot More!

At Traffic Treasures You Can….

==>Choose From 5 Different Membership Levels

==>Earn Credits From Viewing Super Solos, Solo Ads, Text Ads, Banner Ads, Login Ads, Clix4Cash Solos, Premium Ads, Block Ads, Ads Plus Ads, Featured Ads Plus Ads, Header Ads, Headline Ads, Fullpage Ads, and more

==>Earn Points For Viewing Other Members Ads

==>Win Our Referral Contests

==>Get Our Residual List Builder to Build Your Downlines

==>Use The Viral Ads System

==>Add Your Affiliate Links to Our Downline Builder w/ Programs to Build Your Downlines

==>Earn CASH When Your Referrals Make A Purchase

==>Earn Points When Your Referrals Login

==>View Our New Digital Billboards

==>Earn Extra Credits by Viewing SoloAds2Go Ads

==>Download The List You Build, You Worked For It

==>Get $200 in Free Traffic Just for Signing Up

==>Email Traffic Treasures Members up to 5x a day!

And Many More Features.You Gotta See It To Believe It! This is a One of a Kind List Builder, Where You Can Also Earn Instant Commissions

You can earn credits from viewing Super Solos, Solo Ads, Text Ads, Banner Ads, Login Ads, Clix4Cash Solos, Premium Ads, Block Ads, Ads Plus Ads, Featured Ads Plus Ads, Header Ads, Headline Ads, Fullpage Ads and more…

SO JOIN NOW AND DISCOVER A VERITABLE TREASURE TROVE OF GOODIES!

Join Me at Traffic Treasures!

For a limited time, you can grab Over $450 in Free Advertising and A FREE Lifetime GOLD Account. Look For Secret promo codes and also Use promo codes

After You Join… Login and Redeem the code for:

25,000 Credits…Plus2 Solo Ads, 4 Banner Ads
2 Button Ads, 2 Block Ads
2 Ads Plus Ads,2 Headline Ads
2 Premium Ads

Our Ultra Affordable OTO Special is converting at over 20%

1.jpg

Everything Rebrandable

1.jpg

Build a good, large list and develop a relationship of trust with your subscribers and it is a goldmine. Many people make thousands just by sending out a simple email that takes 10 minutes to write. It is like a massive library full of quality written reports and ebooks and even “desktop membership site” software titles that you can use to build your list. The best part is, all of these products have links to products that YOU will earn money from when sales are made. You see, all of these reports and software products are fully rebrandable. So you give a report away for free and if anyone reads through and decided to click on the link to the product showcased in the report…you get paid.Not only will you never be short of a giveaway product to attract subscribers or a bonus to sweeten a deal, but you could be making “stealthy” affiliate sales well into the future. If you have never seen one of these, you have been missing out. Think of these as mini membership sites that are on a PC desktop. These dashboards deliver many kinds of curated content…pdfs, videos, MP3 audios…And they all have a “next Steps” link to a paid product or service. yes, you guessed it, those links will be YOUR affiliate links. People love “software”. It has a higher perceived value. These are extremely popular as a way of delivering mixed media content in one lightweight package.As a member, you not only get instant access to ALL of the existing content archive but you also get new reports and software added every single month. You will have a steady supply of “stealth salesmen” to build new lists with or to pass to existing subscribers.

2

a

ViralPLR Rebranding

You can then use the product as an incentive for your subscribers to give their name and email so that you can build a list of subscribers… and we know how powerful it is when you have you own list.Any subscribers you generate are stored into the ViralPLR Email Broadcast System which you can then use to email your offers to the list you’ve built.The best part is, you don’t need web hosting, autoresponders, FTP and you certainly don’t need to design and create web pages  all that technical stuff is done for you. Everything’s built into the ViralPLR system. It’s simple, quick and saves you heaps of time.You can promote each product you receive each month with just one link that ViralPLR provides you. That’s how easy it is.What will you get as a member? A brand new info product based around a hot topic, Automatic rebranding of each eBook with your details like your name and website on the title page, Access to the ViralPLR Email Broadcast System which lets you build a list and mail out your offers to them, A landing page and sales page to promote each product you receive every month, Promote each product with a unique promotion link ViralPLR provides you in the members area much, much more.

1

%d bloggers like this: