In a previous post we shared a process for developing a new brand name for a company, department or product. You can read more on that here. Once that name has been developed, and approved, it must be shared with your customers.
This outline below serves as a starting guide to plan out a brand name launch program. It’s intended to be a scaleable reference tool. Stressdesign uses this plan as a starting point for it’s branding announcement efforts. A larger brand program would likely have more steps and occur over a longer period of time, a smaller effort is likely to have fewer moving parts. The answer lies in finding the balance, and what fits your company.
In addition to the work we do that you'd expect from a brand communication firm, things like websites, sales materials, presentation design, and logos, another service that we provide is naming. We've helped develop many names for brands, companies and products. Over the years we've learned a few things about how to develop names. Here are 5 things we've learned that makes the process successful.
Graphic Design USA has recently published its 50 year history of the annual People to Watch. Looking back over more than five decades, we recognize many friends, colleagues and heroes from design. As you peruse the list, you will find several undisputed historical giants including Saul Bass, Ivan Chermayeff, Lou Dorfsman, Milton Glaser, George Lois, Massimo Vignelli. You will also find many more legends, near legends, and legends-to-be. In the 50 year history of the series, Marc Stress is the only Syracuse area designer to be included on the list.
Great branding is important if you want to see your company succeed and make a strong impression with buyers. But, while most businesses understand that elements like logos, visuals, and taglines are all key ingredients for brand, they may neglect something that’s just as important to the process: having a plan for expanding that brand in the future.
Regardless of where your company is right now – whether you’re a fresh new startup or an established industry leader – your brand is going to evolve and develop over time, just like the rest of your organization. If you don’t have a certain amount of flexibility and adaptability in your strategy, then your brand is going to become outdated, and will eventually have to be replaced (instead of being upgraded).
Let’s look at some of the ways you can build a more flexible and adaptable brand…
We've completed a number of trademark programs for our client companies and organizations during 2015. We selected 15 trademarks to feature in our Behance portfolio.