Archive for March, 2009

Is Your Brand Adapting or Surviving?

March 24, 2009

Over the past year, I’ve witnessed a gradual course change among successful entrepreneurs and business owners. While the initial response to the economic slowdown was a universal “hunker down” mentality, it now appears to be one of strategic responsiveness. In other words, it’s difficult to see emerging opportunities with one’s head buried firmly in the ground. And opportunities always sprout when change is in the air. Specifically theses changes are…

• Financial

Consumers are looking for products and services that return solid value vs. prestige and status. Are you in tune with that change? Are you offering alternative ways to purchase your services? Are you underscoring the positive return on investment?

• Environmental

Consumers are more aware of their individual and collective impact on the environment. Attribute it to last summer’s high gas prices, climate change, media coverage, etc. Whatever the reason, it’s here to stay. Are your products and services adapting to meet this need?

• Spiritual

The Obama phenomenon spoke to a larger consumer shift to seek the greater good. This may be partially tied into the environmental point listed above. It’s no longer “God bless us four and no more.” The access to global communication and interaction has increased awareness of our common humanity. Is this reflected in your brand message? Is it “me” or “we?”

Rather than goaling to make it through ’09, or waiting for the stock market to recover, or home values to rise, why not look for the shifts in your customers’ attitudes and begin to innovate. While others take a defensive posture, you can quietly, efficiently and effectively introduce solutions that resonate with your core audience. And that will make you all the stronger, in or out of a recession.

Succeeding in the '09 Economy

March 9, 2009

In dealing with business owners worldwide this past year, one trend stands out sharply. The successful firms are ones moving forward, but doing so prudently. Rather than shuttering the windows and drawing the shades they’ve decided to simply slow down, make adjustments, but still advance. In our case, we have clients utilizing our naming and branding services by the hour rather than by the project. In other cases we provide feedback on internally generated brand names, or we provide overarching themes for new product lines, allowing their in-house staff to generate the individual brand names.

In other words these companies may not be sprinting out of the gate, but they are putting one foot in front of the other. They are looking at the changing landscape in their industry and across their customer base, and making smart decisions. Perhaps it’s an acquisition of a former competitor, or a merger. Or it might be the opportunity to provide a new service or product line based on shifts in customer attitudes.

Bethel Farms is developing more drought tolerant grass varieties rather than simply selling sod.

TrickleStar is committed to eliminating useless electrical consumption.

Green Peg is helping companies better connect with their customers.

10 Connects is transforming into an interactive community news portal vs. a “TV station”

All of these changes come at a time when these companies could easily opt out and “wait out” the economy. And it’s not because they are loaded with money. It’s because they know their mission and are concentrating their efforts on what matters most. They’ve identified what their customers want and they are taking steps to provide it.

So rather than focusing on the news, the Dow, the economy, etc., ask yourself what one step would most move your company forward. And then “just do it.”

Naming A Company Is Child's Play

March 2, 2009

If you’ve tried your hand at creating a new company name, you may have found it a bit daunting — brainstorming hundreds of ideas, developing a meaningful brand message, obtaining the matching .com domain, passing trademark, etc. — but it doesn’t have to be so dreary! That’s why Sandvik Publishing turned to Tungsten Branding for some bright (and fun) ideas for their early childhood reading portal. They needed a name that resonated with parents, underscored the importance of good reading habits, and communicated the value of the parent/child bond.

The final result… Early Moments

This particular name captures the essense of those first few fleeting years, when a parent puts the world on pause, and takes the time to connect with what’s most important. Some naming consultants call these evocative names, because they work on an emotional level to convey the feeling of the brand rather than trying to describe it (i.e. Young Childhood Reading Development Associates, etc.) This from their web site…

“Early Moments may be a new name to you, but we’ve been publishing children’s book clubs for more than 45 years. We’re proud to support some of America’s most prestigious brands, including Dr. Seuss™, Disney, and Baby Einstein®. The people who founded Early Moments are not just editors and publishers; they’re parents like you and me. In addition to having backgrounds in education, many of us have been in the field of children’s publishing for years. We’re deeply committed to providing you and your children with the highest-quality, most enjoyable reading experiences possible.”

The lesson here is that a creative company name provides a way to connect with your core audience, generate interest and start a meaningful dialogue. It provides a solid platform to grow, build and play upon. (And that’s when good branding becomes great fun!)

Archive for March, 2009

Is Your Brand Adapting or Surviving?

Succeeding in the '09 Economy

Naming A Company Is Child's Play

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