Archive for April, 2009

Electrasol® Gets Rinsed Away… new name is Finish®

April 28, 2009

It’s tough to give up a legacy product name, no matter how goofy or unrelated it sounds. I saw a TV ad this weekend announcing that Electrasol, the tried and trusted name in dishwasher detergents, is now Finish®. Come to find out, Finish was already the name for the product everywhere outside the U.S. and the company wanted to simply “clean up” their branding hierarchy and have all the dishwashing related products under one unified name. According to their web site, “FINISH® products are the same ELECTRASOL® and JET-DRY® products that you know and trust, now backed by the power of the world’s #1 dishwashing brand.”

I could find no trace of where the original name Electrasol® came from (two partners Electra and Sol? Spanish for “electric” and “sun?”) Regardless, the new name Finish® is much simpler and has an implied promise (to “finish” the job, or to put a “finish” on the dishes.) Some will lament the change just because consumers get attached to the way things are, but overall this is a good move. Fractured branding becomes a nusance at some point, both in terms of time, attention, packaging and promotion.

(Now if the parent company, Reckitt Benckiser, would take it one step further and simplify their own name.)

No Job Too Small! (Is Your Tagline Killing Your Company?)

April 22, 2009

We’ve all seen it… the handyman or landscaper or computer repair technician with the best of intentions. Not having any real sense of their value proposition, or unique marketing position, or key differentiator, etc. — they fall back to generic catch-all marketing phrases. Not only are these advertising slogans tired and worn, they can also be lethal.

“No Job Too Small!”

Really?

Is that what you want to be known for… small jobs? Almost as bad is the “No Job Too Big or Small!” which would require god-like capabilities to expand or shrink with the assignment. Can you imagine a phone call where someone says “Yes, I need my leaky kitchen faucet fixed, and also 5,000 HVAC systems for a major housing development I own.”

Wouldn’t it be more effective to state an area of expertise, such as “We specialize in Dell Computers!” or “Same day repairs for $35/hour!” The common fear many business owners share is that specializing in any one area will cause them to miss out on another. But if you look at successful companies, you’ll find just the opposite is true. Wal-Mart makes its stand on low prices and seems to get by just fine. Apple prides itself on innovation and charges a premium for their products. Nordstrom’s hallmark is unparalleled service. This is the core of branding, creating an identifiable identity.

In other words, it’s not so important what you stand for as long as you stand for something.

Wal-Mart stands for low prices. Target stands for trendy and cool products. So what about K-Mart? Are they Martha Stewart or blue light specials? Since K-Mart has never consistently stuck with one marketing strategy, they have one of the weaker brands among retailers.

What are you telling people about your company? “No Job Is Too Small!”, “We Can Do Everything!” Hone in on your core strengths, and craft your tag line and brand message around that central theme. Make it a goal to become memorable in one thing, rather than forgettable at everything.

The pitfalls of using a family name for your business name

April 14, 2009

I took a call from Jason Del Rey a few weeks back about an interesting branding story he was working for Inc. Magazine, for which he needed an expert opinion. Skinner Baking Company had long supplied regional grocery store chains with an unbranded pastry for their bakeries. Now the owner wanted to “brand” the product by putting the family name on the label. This would be a smart move if…

1. Their current customers didn’t care (it seems that the non branded pastries give the appearance of being made fresh on site… something the stores would lose with a branded label)

2. They went to their customers with a proactive marketing campaign, talking about how the publicity around the new brand name would drive more business (otherwise what’s in it for the stores?)

3. They chose a meaningful brand name and message.

In this case, there was little to no research into the idea, even with existing customers. The desire was to create a legacy brand using the owner’s name Skinner (again unresearched and untested.) It’s not to say it won’t work, but there needs to be more thought when it comes to branding than just putting your family moniker on your products. For instance…

• Does this fit with your overall business model/strategy? (In this case, the company had made a name for itself in the industry as a supplier… now it was also going to try and be a consumer brand. Would that disrupt their current business with other customers?)

• Are legacy/family names the best ones for branding purposes? Is there any inherent value in the name Skinner if it’s never been advertised or promoted? Could there be a better name that highlights some aspect of the brand? (i.e. Wonder Bread, Nature’s Pride, etc.)

• Will the brand message be supported with marketing and advertising dollars? Or is it assumed that shelf exposure will do the trick?

Many successful products have legacy/family names, but that is generally due to their longevity in the marketplace. In other words, they have gradually become known over a long expanse of time. The family name didn’t do the trick, it was the quality of the product or service. Otherwise we could all slap our names on companies and they would do well. What we don’t hear about are the thousands of companies that use family names and go nowhere… because a surname by itself is meaningless (in much the same way as acronym names are meaningless… i.e. ZQW Group and JXU Consulting.)

So unless your last name is Trump or Rockefeller (again, names that have acquired meaning over time) it might be wise to brand your company with something more meaningful, something that will give you a head start with your brand messaging, something that will provide a powerful marketing platform. Amazon provided a strong metaphor for a company that supplies a deep and diverse range of products. It’s unlikely that The Jeff Bezos Company would have been a better name. Outback Steakhouse is much more engaging, memorable and inviting than Ruth’s Chris Steakhouse.

The moral of the story? When starting a new business, sometimes the best thing to do with the family name is to simply keep it in the family.

Naming Your Consulting Company – Four Key Questions

April 9, 2009

With the economy on the skids, many experienced mid and upper level professionals are striking out on their own, leveraging their expertise to build their own future and control their own destiny. For many of these aspiring entrepreneurs, creating a compelling brand name is new territory, a complete and utter mystery. They know it’s an important part of the equation, and they may have even had a full time marketing department at their previous firm. But now it’s “do-it-yourself-time,” and there’s a dearth of information on how to brand a new consulting company successfully.

Fear no more.

The first step in branding a consulting company is to know your objectives. Here are four key questions to clarify your goals…

1. Do you want your company name to stand out, or fit in?

This may seem like a trick question, but there is not a right or wrong answer. Some new consultants are so concerned with gaining acceptance in their industry, they are much more comfortable with a name that sounds established and credible, right from the outset. If that’s the case, try looking up a list of others in your industry on sites such as dmoz.org. You will then gain a sense of the nomenclature used in your field. You may be able to emulate the feel, much like other industries have done (i.e. Microsoft’s Outlook, Apple’s Safari, Netscape’s Navigator, etc.)
If want to gain notice, then do just the opposite. Look at the company names in your field and use interpretive naming strategies. For example, if nearly everyone in your category uses proper names (sometimes known as “legacy” names) then go with a metaphor (i.e. Jaguar, Caterpillar, Amazon, Monster, etc.) to convey your company’s attributes. Or try positive connotation words to create an entirely new identity (i.e. RedHat, OnStar, FireDog, etc.) Just make sure you have a rationale that can explain why you chose that name, and one that leads to a deeper dialog about your company.

2. Have you explored all the possibilities?

Frequently, new business owners become frustrated and discouraged when naming their new businesses, simply because they’ve attempted only one or two naming strategies. Many times they’ve created a list of literal/functional names, (i.e. Custom Software Consulting) only to find the domain names are gone. Or they’ve attempted some obvious metaphors (i.e. Summit, Pinnacle, etc.) and found dozens of companies with similar names. The trick is to employ several methods. These include…

• Key attributes — For an example, we named one staffing company BrightHire.com based on their desire to attract the most intelligent candidates. You can see this employed with company names such as SirSpeedy, EconoLodge, Priceline and Smart Cuts. Is there an overarching benefit you provide that you can incorporate into your name?

• Invented names — This is a favorite with consultants but proceed with caution. It’s easy to get caught up in with the chase of a new name and gradual twist the spelling and message until it’s unintelligible. It’s okay to use Latin word parts and obscure references if the name can still be spoken and spelled easily. Small firms have the advantage of conveying part of the brand message in person, over the phone, or at a trade conference. But don’t push it. If you find yourself having to constantly spell or correct the spelling, then it’s a miss. And keep in mind the name can be invented and still carry a sense of meaning. We named one company Claricent, because they were able to provide clear insight and direction to their client base. So you can still convey an attribute, even in an invented name. (i.e Verizon = Horizon, Agilent =Agile, etc.)

• Descriptive Hybrid Names — These names combine an industry descriptor word and marry it with an evocative word. Examples include companies such as Emisstar, consultants in the emissions control industry. Big brand examples include JetBlue and CarMax. If you use this approach, just be sure that your industry descriptor is one that won’t change over time.

• Metaphors — Since the proverbial “picture paints a thousand words”, then metaphors are a great way to convey multiple company attributes with a single image. FourBridges Capital, for example, expresses this investment banking firm’s ability to “bridge the gap” and “connect business with capital,” etc. With four major partners and four major bridges in Chattanooga, TN, the story gains even more traction.

3. Have you prioritized your wants?

Starting a new consultancy provides a beautiful blank page upon which to craft your story. Take time to determine what is most important in that story.

• Do you want a name that’s memorable?
• Do you want a name that’s easy to say and spell?
• Are you most concerned with trademark?
• Are you adamant that to have the exact matching .com domain name?

Figure out the key driver(s) behind your naming challenge, so that when you come down to a final list, you can look back and pick the one that meets your top criteria. Often the process can get foggy and unfocused after a prolonged search for a name, and all the words start sounding alike. So be sure you know what you want before you begin. That way it will help you when it’s 3 a.m., your eyes start to cross, and your spouse no longer wants to be your sounding board.

4. Are you seeing the big picture?

Create a short list of your favorite names, and then test them out. Make sure you choose people who are either in your potential market,
or who understand good branding. Rather than randomly tossing names around, create some context for each name, so that when the name is said, it falls into place. You may even want to invest in some quick logo treatments to help visualize the brand. Many major brand names would ring hallow if only spoken. Judge the whole package… name, rough tagline, sketch of logo, to get the real feel. A consulting name such as BearingPoint gains traction once it has a logo, tag line, and a story line.

Decide if you want to fit in or stand out, utilize multiple naming strategies, prioritize your “wants” list, and test your ideas, and you’ll be well on your way to a great consulting company brand name. Once you make your selection, be sure to run it by your trademark attorney and to acquire the matching, or closely matching, com domain name. Continue to integrate your brand message throughout your web site, corporate identity, collateral materials and advertising to further strengthen your presence. If done properly, you will have a company name that serves you well, both now and for years to come.

Online branding for small businesses

April 6, 2009

Newsday.com did a nice feature piece on the in and outs of online branding for small businesses. Tungsten was featured as one of the expert sources for the story. For our part, we emphasized the need for brand consistency, both in the look and feel of a web site, as well as having the exact matching .com domain name. Too often small business owners cut corners on the internet portion of their businesses, yet will spend thousands in leasehold improvements on rented space. The virtual component of any small business needs to be taken as seriously as its bricks-and-mortar counterpart.

A number of retail clients have told me that their online store does as much, or more, than one of their physical locations. Yet they often don’t get the same monetary support. For some consulting firms, the internet can play a huge role in obtaining new business, comprising the majority of their revenue stream.

The moral of the story? Treat your web presence with the same loving, tender care that you would give your storefront or trade show booth. Branding is about the experience, so make it a good one.

Archive for April, 2009

Electrasol® Gets Rinsed Away… new name is Finish®

No Job Too Small! (Is Your Tagline Killing Your Company?)

The pitfalls of using a family name for your business name

Naming Your Consulting Company – Four Key Questions

Online branding for small businesses

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