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home > Graphic Design Articles > Hiring Designers > 6 Essentials You Must Have from a Naming & Branding & Logo Design Firm
by Phillip Davis
Are you a business who needs a logo design and corporate identity package for your company? Then you will need to read this article to see what essential items you will need for choosing the right Name, Branding, & logo design firm. Find out what your complete corporate identity package should include...read this article.
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A brand naming firm that's worth its salt will do more than deliver a creative business name. They will see the proverbial "big picture" and set you up with a future marketing platform that will provide ongoing marketing campaigns.
The complete corporate identity package should include...
1. A Great Business Name
This is the building block. But it's not the only piece, just the cornerstone from which you will align the rest of your business. The name needs to be flexible without being vague. It needs to be intuitive without being generic or overly descriptive. Think of it as writing the one word novel. It must convey the essence of who you are and what you are about. What seems like an easy task is often quite difficult given the constraints of brevity. That's why naming firms exists. They do the mental "heavy lifting" while providing you objective feedback based on research and experience.
2. Tag Line Creation - A Supporting Actor in the Naming Play
The tag line, or positioning statement, is the supporting actor in the naming play. It further reinforces the name and fills in some of the details that are left out of the name. Hallmark Cards for years used the tag line "When you care enough to send the very best". This further positioned them as the high-end provider of greeting cards. Nike's "Just Do It" and Budweiser's "King of Beers" shows how powerful a good tag line can be... resonating at times louder than the brand name itself.
3. Corporate Identity/Logo Design
The brand name and look would not be complete without a matching logo. Again, witness the power of the Nike "swoosh" mark, now ranked as one of the most memorable icons in the world. And even young children will respond to the sight of McDonald's "golden arches" long before they can spell or even say the name. The goal of logo design should be simplicity. Just as in the name, it should use the minimal amount of graphics and colors to set it apart. Mobil is set in Helvetica type, the most common around, but the "o" is in red, while the rest of the letters are in blue - simple but memorable. In this case, less is more. A good branding firm will know that and not over design in a way that's hard to reproduce and expensive to print. Also remember future signage requirements, since many malls and strip centers have size restrictions. Usually a rectangular shaped logo is the most versatile.
4. Domain Name Acquisition
Since many Internet as well as brick & mortar stores rely heavily on the web for revenue, it is imperative that a naming firm locates the exact name or a close approximation for your business. Avoid trite treatments such as "my" or "e" or "i" in front of your name as they have an amateurish sense to them. The more simple and powerful the name, the greater credibility you will generate. Many companies make the mistake of going cheap here. Rather than pay a name squatter a few hundred to a few thousand dollars, they will opt for eMyBusiness.com or MyBusinessNow.com vs. having their actual name. What would you think of Sears if they had the domain name TrySearsNow.com?
5. Trademark Business Name Search
With over 20 million domain names in use, it's prudent to have a trademark search done on any name in which you are going to invest time and money. A preliminary search can be made at http://www.uspto.gov, but the final search and filing is best left to a trademark specialist or attorney. A good corporate naming consultant will have access to trademark attorneys that will assist you in the preparation and filing of a trademark. The law reads that the first to use a trademark has the right over the first to file. So a trademark is not a guarantee, but it does let future entrepreneurs know that your name is already in use and will keep you from having to enforce your rights.
Another common misperception is that only one company can use a name. Actually there are over 40 Goods & Service categories listed with the USPTO and as long as you clear the name in your category, someone else can have the same name in another category. For instance, a farmer with the name Smith's Apples, would not have to be worried about Apple Computer suing them for trademark infringement. Apple could do it, but they most likely would lose. Names cannot be "confusingly similar" in the same categories. What passes and what doesn't sometimes comes down to the person examining the application at the USPTO. So if someone guarantees a name will clear, exercise caution. This is all the more reason to use a professional who can provide counsel on these gray areas.
6. Elevator Speech for Branding Corporate Identity
Can you explain in ten to fifteen seconds, what your company does? Many firms are so fragmented and going in so many directions, they defy definition. That makes it difficult to communicate the company's message both externally and internally. Having a solid name, matching tag line, cohesive look, matching domain name and a well crafted "elevator speech" can send you well on your way to achieving your business goals. A good branding & naming firm will provide you with all of the above so you can get back to the business of running your business with less time, money and energy expended in explaining just who and what you are.
So if you are looking to hire a naming firm, remember to tell them you want more than a name, you want a marketing platform... and then give them these six steps!
Phil’s life goal of “creating environments where people thrive” reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a business naming and branding consultant. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina
Website: http://PureTungsten.com Email: Phil@PureTungsten.com
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