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Analysis
By firstly carrying out a thorough competitive and market analysis we determine the nature of your market, your competitors, and how they engage. We look at the visual and verbal conversation that goes on both offline and online between stakeholders to best assess the opportunity and opening for a new name and brand.
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Positioning
Armed with this knowledge we help you refine and define your brand’s positioning to ensure the new brand maximises its opportunity. Is there un-chartered territory; a different conversation to be had; a new way of offering value to your customers? Defining the new brand’s positioning, or what articulates what you want it to eventually become known for, sets the boundaries within which the new name will exist. The more distinctive you define the positioning the more potent the name can be.
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Development
Following agreement on the brand’s position we help you decide at the name development stage, what you want the new name to do for your business. To make that decision you need to first understand what’s possible. A name can tell the market that:
- You are different;
- It can convey your relevance to the customer;
- Your distinction amongst the competition;
- It can provide a wealth of advertising and marketing imagery;
- The means to a positive and lasting engagement with customers;
- Or it can just be unforgettable!
Once we have agreed what the new name should concentrate on doing and how this fits with your business and brand, we can focus development on a particular type of brand naming strategy. If your new brand has an online priority, then the new name may have to function as a web domain also, which will undoubtedly influence direction and treatment.
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Trademark
During the course of any naming or branding project we vet all potential name suggestions for possible trademark conflict through various trademark databases in the UK/Europe/US. The extent of this screening will depend on the unique requirements of each individual business.
The obvious conflicting candidates don’t make it to the drawing board. With others this allows us to see if they give rise to the possibility of contention and to discount name options if need be.
We also work with trademark attorneys who can advise project teams on the process of trademark application and registration and the legalities of infringement.
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Communication
As with the attention to trademarks, throughout our approach to name and brand development we are constantly and instinctively testing potential names and strap lines as to how they might appear in context.
As we prepare a short list of the possible candidates, it is nearing time to decide on the name that will best serve the brand, the business and ultimately you our client. At this stage we go through a process of creatively testing each of the leaders with different strap lines, and in different advertising and marketing treatments.
This is crucial as it helps everyone see how particular names and brands could develop; how they may look and feel; what they might say; and what personality and characteristics they could take on. It can also give an indication of possible market response and assess the ‘buy-in’ to a particular name and position throughout your organisation. This presentation can also act as material for focus groups which we can instigate if required.
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Name
Success! You have chosen the name and strap line that will form the cornerstone of every triumph you have as a brand. Now it is time to put the icing on the cake and prepare the name and brand for its launch on a wider audience. At this stage we develop a range of strap lines, advertising headlines and promotion ideas that will energise the name and brand throughout its initial development. Here AB33™ can also prepare brand guidelines, apply for trademarks, help with brand identity or consider your on-going brand strategy.
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Get in touch to arrange an initial conversation and we can discuss how best to move forward.
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