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These are the main 2 reasons why we collaborate with our clients. There may be other reasons, but I consider them secondary, or in the area of brand maintenance. Further, I will detail these 2 reasons why a branding agency is useful.
Finding a good registrable name is already a very ambitious project. There are now more than 8 million registered trademarks at the European level. The most crowded categories are those for food products or soft drinks. If you want to enter the market with a new brand of biscuits, you will be amazed at how many registered brands there are.
Many of these brands are unknown, either because they are sold in other markets or because they have never been used. A registered trademark is valid for 10 years.
In a branding agency, there are name seekers. These are very special people, a kind of alchemist of words. The best of them manage to make very good names:
The time required for the creation of a name is 30 - 90 days. Depending on the value of the copywriter, on his inspiration, on the time he allocates to the project, and on the degree of crowding that a certain registration class has.
Once a shortlist of names is created, these proposals must be vetted by a specialist intellectual property firm.
Only after we have the agreement of the law firm, the process of registering a name will begin. The time required for the registration of names is 3-6 months. Depending on the office where it registers and the number of classes a brand wants to block.
A brand needs an entire suite of visuals, typefaces, and a color family to communicate consistently across all mediums.
The logo is very important to signal the personality of a brand, but it is not enough. A package will have a set of associated colors, a font family, and illustrations or other visuals to communicate with.
We can look at the personality of a brand in parallel with the personality of a person. The way it looks matters, but the other elements are also very important:
A company's verbal and visual identity can be associated with a person's personality. The name and logo are the most important elements because they form the first impression. But how a brand continues to communicate will influence how it is perceived by the public.
A branding agency is used to thinking about these things, while most entrepreneurs are more concerned with the functional elements of the business. It's normal to be like that. It's just that a very good product that fails to communicate will not be successful. Without branding, a product will always be perceived as cheap. This perception does not allow the business to grow or develop.
The most successful businesses manage to combine production and communication. Big brands know very well the importance of branding and allocate between 5 and 15% of their turnover to marketing and promotion projects. Small firms, however, do not have this routine and must quickly learn the benefits of communication or remain in an area of low production and prices.
I invite you to see a selection of projects made by Logo Bigger here.
If you need a branding agency, I look forward to talking about your projects. Contact.
The most used seven brand names typologies:
Patronymic names are those inspired by the names of the founders. This naming method was used especially at the beginning of modern branding. Patronymic names communicate the personal involvement of a man who guarantees a business with his name.
The brand lends credibility and prestige to the founder's name.
Examples: Ford, Ogilvy, Leo Burnett, Toyota.
Descriptive names are those that directly tells the story of a brand. Communicate the field of activity. They are less creative and therefore not the most memorable.
Descriptive names are difficult to register because they define generic categories. They have the definite advantage of associating the brand with the field of activity in which they operate.
Examples: General Motors, Toys R Us, British Airways
Abbreviated names are created by combining two or more words.
Examples: FedEx - Federal Express
Made-up names are original word creations. Coined names are memorable and creative, but not based on any kind of heritage, they are harder to associate with a specific product.
Examples: Xerox, Kodak
Geographical Names are those that refer to a territory of origin for a product. Geographical Names contribute to the credibility of a brand by invoking a specialized area, with tradition, or benefiting from the capital of sympathy from the target audience.
Examples: All the cheese in Bucharest markets is from Sibiu or Mărginimea Sibiului, Pate Ardealul, Bucegi
Names Acronyms are usually abbreviations of descriptive names. These names being too long to enter the current vocabulary are used in their shortened version.
Examples:
BMW for Bayerische Motoren Werke AG
IBM for International Business Machines
Lego for Leg godt in Danish, meaning play well
Evocative names are those that communicate the personality of a brand through metaphors or references to previous experiences. Evocative names are often creative and original, therefore being easier to register.
Examples: Apple, Nike, Virgin
The Nike sculpture from Samothrace is the source of inspiration for the construction of the Nike brand.
A good name manages to be: