Tag Archives: brand lifetime



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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