The process of building a brand name, also referred to as branding, for a product or service starts with creating a brand identity. There are three simple steps to building a brand identity; choosing a name, developing a slogan, and designing a logo or symbol. The challenge lies in finding just the right name, slogan, and logo; To inspire recognition, confidence, quality, and eventually customer loyalty to a product or service.
Create a Name
A brand name is a form of a signature that gives credit to the creator of a particular work or service and sets it apart from those created by others. Two of the main purposes of brand names are,
- Identification : To differentiate a particular product or service from other like or similar brands.
- Verification : To authenticate that a product or service is the genuine or desired article (as opposed to a generic or knock-off).
A brand name should be no more than one to three words at most. It should be easy to remember, uncomplicated, and easily associated with the product. A brand name should reflect your target market and what your product is all about. Once you’ve decided on your brand name resist the temptation to change or update it. As the saying goes, “If it ain’t broke, don’t fix it”.
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Create a Slogan
A slogan is a short, catchy phrase that in two to three words lets people know why they should buy the product or, what the product can do for them. It should evoke positive feelings and confidence in the brand and reflect the brand’s personality. It would be better for a slogan to have a call to action in it for the customer.
Design a Logo
Your logo is the most important element of visual brand recognition and should serve to enhance your identity when used as a design element.
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Logos are powerful symbols as long as they are used consistently and as often as possible. Like the slogan and the name, the logo should represent what the product is all about. It can be as simple or complex as you want, as long as it is easily recognized and identified with that specific product.
Finally to Create a Brand Identity
Brand recognition is the name of the game when building a brand name or identity. A brand name or brand identity should be distinctive, standing out in the crowd; that is otherwise known as the competition. Develop a single overall look with your own color scheme, fonts, logos, and jingle and use it on letterhead, invoices, advertisements, email signatures, and business cards. Use the above tips to create brand identity and help your company stand out from the competition and get noticed.
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