Name Your Brand – Attracting Customers

How to Name Your Brand Training Course
Your brand name is perhaps the most powerful organizational symbols that you own. But many people try to articulate their brand even before they have fully defined it. That’s a big mistake. They often choose a name without considering important factors like longevity, differentiation, phonetics and the trademark ability. A brand name is not merely a word, a phrase, or collection of words. While it may not be the brand itself, a brand name is the main signal which consumers can instantly identify. The brand name gives tangibility to an otherwise intangible concept. It allows the audience to zero in and segregate your brand’s name from competitors by capturing and communicating your brand’s promise.

A brand’s name is immensely important for the success of a product or service. Rarely was successful company logos developed before determining the brand name. The name you select can say volumes about your brand and competition. It can clearly define what you are and what you are not.

 
Why important?
Brand naming goes far beyond than just a name, accompanied by a logo, or some graphic elements. Whenever you think of your brand name, you would really want to consider your entire customer experience. This includes everything from the name, logo, company website, social media experience, and even how you answer phone calls. When you look at the broader definition of brand naming, it could be somewhat overwhelming, considering the number of things involved with your brand.

It’s important to be aware of a good brand experience and have a plan in place to create it. Many small companies and startups ignore spending adequate time on giving a brand name in the broader sense. This often has an impact on their business. A good brand name doesn’t emerge just out of the blue. It’s usually a strategic and well thought out plan.

Let’s look at some of the reasons why a good brand name is important for a business.

 
Promotes brand recognition: People tend to carry out business with companies they know. If your brand name is easy to recognize, people will feel more at ease to purchase your products and services.
Sets you apart from competition: In today’s increasingly global marketplace, it’s important to stand out of the crowd. Your competition is no longer limited to a local stage. You now have to take on the global biggies. How can you stand out from hundreds of similar companies carrying out the same business? A brand name with a good recall will help you in this regard.
Tells people about your business idea: The brand name tells your customers what your business is. It’s a part of an entire brand experience that includes visual elements like your company logo, right to how you deal with your customers. All these convey the complete story about your company.
Direction and motivation for your staff: A good brand strategy gives clarity that your staff should be successful. It directs them how to perform, how to win and how to attain the company’s goals.
Generates referrals: People love to tell others the brands they like. We wear brands, see brands, eat brands, and are constantly telling others about the brands we like. At the same time, we can’t tell others about brand names that we don’t remember. A strong brand name is important to generate viral traffic and referrals.
Tells customers what to expect: A good brand name and adhering to constant quality can put customers at ease. They know what to expect every time they buy your products or services.
It represents you to the customer: It’s important to remember that a good brand name represents you to customers. You are the brand, and your staff and marketing channels are the brand. What are your customers saying about you? What are they saying about your brand? A brand name can generate positive word of mouth publicity among people.
Staying focused and creating clarity: It’s easy to wander around pointlessly from one idea to another, with nothing to guide you. It doesn’t take much time to drift away from your original plans and ideas. An unambiguous brand strategy can help you to stay focused on your mission and vision as a company. A brand name helps you to be strategic and can guide the marketing efforts by saving both money and time.
Helping in emotional connect: A good brand can connect with customers emotionally. Buying something is often an emotional experience. Having a strong brand can help people get a mental satisfaction whenever they engage with your company.
Provides business value: A strong brand name and overall brand strategy provides immense value to your company. Just think about all the brands that you purchase, like Wrangler, Pepsi, Ford, Apple, and others. Are these companies only worth the products they sell? No. their worth is much more than their mere physical presence, or their factories, or warehouse. Their brand names have created a value that far exceeds their product goodwill.

Requirements
The work of brand managers is not just limited to naming a company. They should know how to deal with various types of brands present in the market. These include premium, economy, corporate, family, individual, and public brands. They will be given a budget from which they have to decide how much to spend on advertising, packaging, promotion, market research, customer outreach and other domains. They have to assess strengths and weaknesses of a brand and see how it fares against market competitors. A brand manager has to suggest changes in areas like product quality and design for enhancing the brand value.

Career opportunities in brand management exists in industries like mobile telephone companies, pharmaceuticals, advertising agencies, newspaper organizations, television channels, travel, entertainment and leisure, leading manufacturers of food and beverages, soaps, clothes, cosmetics, electrical goods etc. Organizations providing financial services like insurance companies, banks, nonbanking financial institutions, brokerage firms and others, also recruit brand managers. Professionals having exposure to commercial and marketing activities can work for management consultancy firms, public sector organizations, and even NGOs. They can also work as brand consultants for business-to-business service providers like recruitment and training firms, IT companies, and commercial marketing departments. Though self-employment opportunities are limited in brand naming, experienced professionals can begin their own consultancy services or set up a specialist firm.

Most brand professionals begin their career in the sales or marketing team of a company. Many organizations recruit such professionals in the capacity of market analysts, sales representatives, or assistant or junior brand managers. They work under the direct supervision of senior managers. Once they get 2-3 years of work experience, competent performers are promoted as product managers or assistant brand managers. Many of them go on to become brand managers or senior brand managers, marketing directors, and brand development managers. The responsibilities of these professionals vary according to their individual job roles.

Besides the multinational companies like Cocoa Cola, Vodafone, Aviva Life Insurance, Pepsi, Nestle, Novartis and others, trusted Indian companies like Mahindra and Mahindra, Godrej, Sun Pharma, Reliance, Aditya Birla Group, Wipro, Alkem Pharma, Bajaj, Dabur, Kotak Mahindra, and others recruit branding professionals. Global pharmaceutical and healthcare companies too have openings for brand management professionals.

Brand Naming Course description
The brand naming course description is as follows.

Introduction: You are introduced to how to name your brand in this section.
History of brands: The history of brand naming is covered here, right from the time branding came into existence, to 1950 and after.
Naming your company: The topics covered include how to name your company, what’s in a name, and how to great creative while naming.
Avoid doing when naming your brand: Things you should never do while naming your brand are explained in this section. It includes avoiding clichés, and the “don’ts” to keep in mind.
Types of companies: This section is divided into 11 parts. It covers naming a company with your name, statutory, registered, unlimited, public and private companies, miscellaneous and domicile companies, holding and subsidiary companies, and single-owner companies. It also covers how to form a company, availability of names and URL checks, and registration and the legal formalities involved.
Converting your brand to a business: Topics covered in this section includes how to convert your business to a brand, attention to details, the emotional connect, and the placebo effect.
Maintaining your brand: While giving a brand name to your organization is difficult, maintaining a good brand recall is far more challenging. This section is divided into nine parts that include business planning and strategy, in-depth analysis of business, preparing a batch head team, organizational adaptability, product gap analysis, legal readiness, marketing strategy, budget planning, and tax and financial infrastructure.

Prerequisites
A creative bend of mind is the most important thing required to name a brand. Among others, a passion to learn, and a computer with broadband internet connection is required to take up this course.

What you learn
Benefits of a brand name to the owner and the customer
Relationship trends between the brand and buyers
Key organizational interfaces
How brand management can fit into a company
Core values
Components of brand identity
Brand attributes, personality, and elements
The marketing Ps and how each one of them can influence brand-customer relationship
Positioning your brand
Integrated marketing communication
Customer touch points and journey
Optimizing and measuring brand equity
Brand portfolio and architecture
Developing and maintaining your brand

Target audience
Anyone you want to follow a career in brand naming or become a brand manager can take this course. It especially targets the following people.

Brand managers and personnel responsible to manage relevant functions
Product managers, product marketers, and anyone responsible for making a product marketable
Marketing managers
Business managers and others who want to acquire more knowledge about their brand’s role

Career benefits
Understand the role of a brand manager and his/her relationship to product management, functional marketing and other core functions
Strengthening your brand for developing and maintaining deeper and long-lasting relationships with your buyers
Enhance your effectiveness as a brand manager and earn industry recognition