Give your brand a good name to get you ahead of the curve.
Li Jifeng. I have always believed and continue to convey a point of view to the outside world, that is, the fee for brand naming is higher than that of logo design or even the whole set of VI, although it has been repeatedly not recognized. I've put together five reasons for this view:
First, the brand name is the core part of the brand's intangible assets. The products that carry the brand can be updated or even newly developed, the logo that reflects the brand concept can be updated or even completely changed, the person who undertakes the brand transmission can be updated, and even the owner of the brand can be replaced. The more time passes, the greater the coefficient of change in the brand name.
Robert, the former chairman of Coca-Cola. Spp. Didn't Woodruff say that as long as the "Coca-Cola" brand exists, even if one day, the company is reduced to ashes in the fire, then the next morning, the headlines of the corporate news ** are that major banks are vying to lend money to "Coca-Cola".
Second, the brand name is the first language in which the brand communicates with its customers. Whether in Chinese or a foreign language, the name is the core, and the logo and others are auxiliary memory. This is also the very important reason why many big brands are now de-graphicized. Human memory is limited, names, graphics, slogans, etc., the easiest to remember is the name. Whether it is passed orally or in writing, the name is also recorded.
Third, an excellent brand name can bring direct association of product or concept value. This kind of direct association can reduce the customer's memory cost, and the memory cost is directly reflected in the brand's promotion cost and sales return. We can't underestimate the difference between each customer's memory of the brand name in microseconds, and when it comes to the entire market, it is a huge difference in cost figures. The market competitiveness of the brand also lies in this.
Fourth, the chances of a good brand name appearing are getting smaller and smaller. The overall awareness of intellectual property rights is increasing, and the chances of a good brand name being registered as a trademark are getting smaller and smaller. It can not only achieve the height of the brand concept but also successfully register the trademark, which also greatly improves the operating cost of the brand naming service provider.
Fifth, behind the simple two or three words of the brand name, the planner has integrated the knowledge of sociology, psychology, marketing, aesthetics and other categories, as well as the intuitive experience accumulated for a long time. This kind of knowledge and experience requires a long period of time to accumulate costs.
The value of brand naming is not recognized, it is a historical phenomenon, and I believe that it will change in the future. In the past brand names, the brand owner was very arbitrary.
The most common are in the following ways:
First, use the words in your own name to make the brand name.
I have seen many entrepreneurs who have a supreme love for their personal name or their child's name, and use it directly as a brand name, without considering the carrying role of the name on the product or brand concept. When I really can't convince the other party, I usually tell the other party that the success rate of the brand is very small, and it is very likely that your brand will only live for a year or two and then disappear, do you want your name to disappear in a year or two?
Second, use the region to make the brand name.
This method often appears in fast-moving consumer goods, especially food-related consumer goods, what latitude, what valley, what village, what tun and so on. If the region has already formed a reputation in certain product areas, this way of naming still has a certain borrowing effect. But even so, in the face of market development, customers who do not understand the advantages of the original regional products are still a name that they do not know.
Third, the name of the scenario.
For example, "Lijiafu" (for example, if there is any similarity, it is purely a coincidence), the correlation with the product or service attribute is very weak, and it is not clear whether it is a farmhouse? Or a restaurant? But it is actually possible to sell plasters, Li Jiafu dog skin plasters.
Fourth, piece together from the auspicious words of the time-honored brand.
We have a lot of long-established names, many of which are hundreds of years old, and these names represent the attributes of that era. In order to reflect that they also have a certain sense of history, many brand names are extracted from these time-honored brands to piece together, and there are a lot of such names around you.
Fifth, piece it together from the auspicious word.
If we have the opportunity to make a statistic, you will find that the names of many brands use words, which add up to more than a few hundred words, constant, eternal, faithful, benevolent...
It's not that those names are bad, but these names, you need to spend a lot of money and time on promotion to make your brand and products or advantages equal to the minds of customers.
Keeping pace with the times is the truth, and brand thinking that is divorced from the attributes of the times is a false proposition. Whether it is brand naming or design, it is inseparable from the thinking impact brought about by two "changes", one is the change of the mainstream consumer group in society, and the other is the change of the communication media. In Huashi's accurate marketing theory, "use accurate methods to deliver accurate information to accurate people through accurate channels", the mainstream consumer groups in society are accurate people, and the changes in communication media bring about methods and channels. And the name is the core part of accurate information.
So when we do brand naming, we will also follow some standards. For example:
First, the aesthetic and cultural preferences of users who are in line with the brand positioning. After determining the crowd or market positioning, or even the brand concept, consider the name instead of having a name first.
Second, keep yourself apart from your competitors. We don't need all the market space, as long as we can have a place in the direct competitive environment, we are successful.
Third, there is a direct association with the product or service. It's very important to see the name and know what you do. Consumers are lazy, too lazy to think for a minute or more, and we have to let customers spend the least amount of time to get to know us.
Fourth, there is a story, which can be directly reflected in the logo vision and packaging vision, and even has a direct relationship with the promotion means.
Fifth, in line with the attributes of the times, this is an era of pursuing aesthetics and fun.
In June this year, we received a brand building case from Wuchang Rice, because Wuchang Rice already has mature brand genes, and we focused on how to differentiate a new Wuchang Rice brand from other existing Wuchang Rice brands. Using our work, we finally came up with the name of "Good Luck Driving Rice", and the thinking of this name is a series of thinking with logo and packaging and even product system, strengthening the concept of giving gifts and giving auspiciousness, and planning out five series of "Fu Lu Yun Xi Cai".
Recently, in the whole case project of the catering brand that I served with my partner Happy Old Man, the thinking about brand naming is also in accordance with the above thinking mode and method**. A good brand name is not made up, but scientifically deduced.
Coincidentally, the "Daji Innovation Poster Invitational Exhibition" initiated by the Jilin Provincial Graphic Design Association has the same name as the core, and the cross-border cooperation between Jiping Association and Daji Lao Fan can be introduced in the future, and the catering culture is not separated!
This world is too fast, so fast that I don't want to wait for a long time of affection, because love at first sight determines a lifelong companionship. Give your brand a good name, it will give you a head start.