Making A Name For YourselfCreate a brand name that will make your business the leader of the pack.
Branding is often considered the be-all and end-all of creatingcompany recognition. Indeed, some studies have even valued brandssuch as Microsoft and Coca-Cola in the hundreds of millions ofdollars. But how does a bootstrapping entrepreneur compete withmultimillion-dollar corporate image campaigns? The answer lies in afew basic principles, says Elizabeth J. Goodgold, co-founder of TheNuancing Group (http: //www.nuancing.com), a San Diegoconsulting firm that helps businesses find and refine brandidentities.
Watch your language. Think you've got the perfect name?You'd better test it in other languages to avoid embarrassingtranslations. One example Goodgold cites is Rogaine, the popularhair growth stimulator, which is the name of a soft drink inJapan.
Be consistent. According to Goodgold, your"look"-including colors, typefaces andmessaging-should be consistent throughout your materials.Your Web site domain name, toll-free vanity phone number and otherkey communication vehicles should closely tie together.
Overall, says Goodgold, smaller companies must reinforce theirbrand identities at every opportunity. "Find a voice for yourbrand. Develop a brand personality-it can be whimsical, funor staunch. Then stay true to it."
