Branding 101

July 9th, 2009

Please avoid specific industry terms, like ‘Ben Young Property’.  What if after 5 years you want to sell up? Or you find property isn’t your market.

By being too specific you box yourself into a corner.

You are far better off using something like bwagy, Nike or Starbucks that way over time you can evolve the brand to mean more than what you originally intended.

Create your own term then associate meaning to it, that way as your business evolves so can your brand.  Literal terms tend to halt this as they have literal meaning.  And there is nothing worse than putting a limit on your business from the get go.

What if Nike had been called ‘Fast Shoes’, could they have evolved into Basketball? Swimming? Fitnesss? I doubt it.

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5 Responses to “Branding 101”

  1. Julian Says:

    I hate to burst your bubble, but many corporate brand and sub brand sections of their businesses to specific areas for all sorts of reasons, strategic, graphic, eliminate brand confusion, company structures, departments etc.

    PS: Nike have about 30+ brands, including Nike Shoes, Nike Skateboarding, etc.

    Starbucks have Starbucks Entertainment, Starbucks Coffee, Starbucks Icecream etc.

    I think this post was positioned wrong and needed to define the difference between brand, holding company, branches, sub brands, product names, legal entities, consumer brands and international trademarks.

    You can’t think that the issue is as simplistic as made out in the post – that’s just idealistic thinking.

    Every bank in NZ have numerous registered brands to differentiate their services.

    Basically, this post would have been accurate if you had renamed it to “Parent/Holding Company Names 101” but ‘Brands’ are a whole different issue.

  2. Ben Young Says:

    @Julian Is Starbucks positioned as Starbucks Entertainment in the consumers mind? You get my drift….

  3. Julian Says:

    In the UK and US, “Starbucks Entertainment” is a really common know name and brand

  4. Mathew Sanders Says:

    I’d never buy Nike shoes.
    But Nike SB… *drools*

  5. Ben Young Says:

    @Julian The post is called Branding 101 it doesn’t claim to be the complete authority on branding 🙂

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