Popular Types of Brand Names

The types of brand names for a business usually fall into one of the following
categories. Just remember that you're not limited to anything: You want your brand
name to be distinct and memorable.

 The owner’s name or names: An owner’s name can serve as the basis for a
business name. Especially for small business sole proprietors, building a new
brand on the name of an owner is an easy and effective approach.
 Geographically anchored names: These are dime-a-dozen names that work
to capitalize on a known local landmark or geographic indicator. Most names
of this kind blur into a group of like-named entities.
 Descriptive names: These are names that describe a business’s offering or
brand promise.
 Fabricated-word names/ Acronym: These are names that combine
acronyms, words, or syllables to form previously unknown words and brand
names. Because they’re newly invented words, fabricated names are usually
available for trademark protection, and the domain names that contain them
are likely to be available, too. A name made of initials such as UPS or IBM.
Unless you’re willing to invest a lot of time and money into brand
recognition, avoid this route. .
 Alliteration and rhyme: Names that are fun to say and stick in the mind like
Dunkin' Donuts
 Neologisms: Completely made-up words like Wii or Kodak
 Foreign word: Adoption of a word from another language like Volvo or
Samsung
 Personification: Many brands take their names from myth like Nike.
LOGO

What is a logo?

A logo is a name, symbol, or trademark of a company or organization. Logos can be

made up of text that is configured in a unique way. Your logo can be an illustration
with your company's name on or around the illustration. Or your logo can be a
symbol. A logo may also be a combination of these, but its goal is always to project
the company's intended image.

Why should you use a logo?

One reason is that people process an image in their mind more readily than words
alone. A logo serves as the visual stimulation to kick start the audience's memory,
leaving a greater and lengthier impact than words alone can do. It is the simplest
and most direct way in promoting a business presence; it's a "what we're about"
statement without the long-winded speech.

Logos give brand name recognition and add visual appeal to any document or web
page. Because your logo is a unique graphic image, your visitors' eyes will naturally
be drawn to it both on the web and on your printed materials.

Types of Logos

Text Logos

Words in their purest form ARE images. Type fonts come in all shapes and sizes,
which convey different impressions on the audience. A thick font conveys strength
and power. A script font conveys elegance and austerity, and a slanted typeface
conveys movement. Your company name thus can be your own logo, provided your
type font displays the intended qualities of the organization.

Symbol Logos

A symbol uses an image or images that convey an actual or abstract representation

of a business. Because a symbol alone is less direct than text, it leaves itself open to a
wider interpretation of what the business is about. Using a symbol in your logo has
several possibilities.

It may be a take on a company name.

It may create an entirely new symbolic meaning. For instance, people did not
originally associate the Nike "swoosh" with the company. But due to its corporate
rise and presence everywhere, people have immediately grown to think "Nike"
whenever they see a swoosh. The same is true for the McDonald's golden arches, or
a national flag.

Text and Symbol Logos

A brief amount of text, or sometimes just an abbreviation, compliments the symbol

and provides that extra bit of clarity of what the business is about.

There are many choices to consider when deciding the logo that best fits the image
of your company. Never limit yourself to one option. It can be very easy to see an
image you personally like and think it would look attractive in one format without
giving thought to how it will look everywhere else. In the end, it's not about what
you want your logo to look like. How your audience will perceive your logo that is
more important.

Guidelines for selecting a logo design

Your logo should be compatible with your image

If you are a financial or legal institution, you will probably want a logo that is more
conservative in design and color. Navy blue, maroon, and dark teal are good color
selections for projecting a conservative image.

If you are an artist or a state-of-the-art computer company, you may want a logo
that is more abstract and contemporary. Shapes and symbols are good choices for
an abstract look. Even using black and white as colors on a unique design gives a
contemporary look and feel.

Your logo design should be simple

One reason your logo should be simple is that people process an image in their mind
more readily than words alone. The other reason that your logo should be "simple"
is that the simpler your logo is, the easier it will be for your graphic designer to
resize and recolor it for various design purposes. You should have various logo sizes
(small, medium, and large), a web version and a print version of your logo, and a
black-and-white and color version. Always plan beyond your initial design purposes
for your logo since the ultimate goal of your business is to expand.

Ask yourself a few questions when selecting a logo design. How will the design look
when it is scaled down on your business cards for instance? Will the logo still be
legible and recognizable?

Your logo should be unique and recognizable

There are two reasons you need an unique logo. First, you want people to see a
visual representation of your company or business. When people see your logo, you
want them to immediately associate that logo design with you and no one else. You
don't want your logo to be a piece of clip art because someone might associate that
clip art with your competitor. Using an image or a typeface that is all too common
defeats the purpose of having a logo, and can even have a negative backlash among
your audience who would view your company as unimaginative.

Second, a unique corporate identity is important because you don't want to violate
any copyrights or trademarks of other companies. If your logo is too similar to
another company's logo, it is in your best interest to modify or redesign the logo.
What it would cost you in time and money to have it redone would be very small
compared to winding up in court for a copyright violation.

If your logo is simple and unique, and if people visit your web site repeatedly,
people will associate your logo with your company. When done properly, a logo is
one of the simplest ways to make a brand name recognition impact.

Typography is Crucial

Your font's legibility must be of primary concern. Typefaces are selected for their
distinctive character, variety of weights, widths and proportions. Select a typeface
that is common to most computer operating systems.

Does your logo design work in Black & White?

Consider how your logo design will look when it is rendered in only black and white.
Your vendors and advertising outlets may require your logo to be in black and white
only. Much other company material such as faxes and company checks for instance
may only print in black and white. Make sure your logo design works well in black
and white as well as color.

Number of Colors

Every additional color in your logo design can add significantly to your printing
costs. Keeping your logo in fewer colors will greatly reduce your expense when
applying your logo to different mediums such as signage for instance.

Have you thought about your tagline?

A witty slogan or tagline can complement your logo well, imparting a sense of
personality and what your business is all about. Often times how your new
prospects get to know you.
Slogan

Creating a great slogan for your business is not a minor issue. It's one tool you can
use to seal your brand in the minds of potential customers. It may be the one way
that they'll remember you. Here are 5 elements of a great slogan.

1. It's to the Point

What point? The point is of your business. Your slogan should tell the main attribute
of your business. Is it quality, low cost or excellent service? Your slogan should
communicate the number one reason why you exist, as it relates to customer
benefits. A famous example of a great slogan that spells out a major customer
benefit in a few words is Geico's: "15 minutes could save you a lot of money on car
insurance."

2. It's Memorable

You can probably think of a few other slogans in less than two minutes, besides
Geico. That's because those slogans are memorable. You can make a great slogan
that's memorable, if it's catchy. For example, the older Nike slogan, "Just Do It," was
catchy. People used it all the time, often evoking the name Nike. What's a catchy way
to talk directly to your target audience?

Consider doing a freelance writing exercise where you just write about the benefits
of your business for three minutes without editing it. Then, circle keywords and
phrases. See whether any of those make a great slogan or lay the foundation for one.

3. It Shares Your Vision

A great slogan shares a vision for how you intend to enrich the lives of your
customers. If you make a slogan all about you and how great you think your
company is, you'll lose the effectiveness of using a slogan to build brand identity. If
you make a slogan all about the customer, and in a way that encapsulates your
vision for serving them, you'll gain a competitive advantage in the marketplace.
Your slogan will help you win over the competition in time, with persistent and
effective marketing.

4. It Includes Your Name

Unless you have millions of dollars, you should include your company name in your
slogan. You don't want to have a great slogan in the marketplace with no name
association. You'll run the risk of people remembering the slogan but not your
business. There are large companies that have use this strategy, such as Allstate
Insurance: "You're in good hands with Allstate." Even with a huge marketing budget,
they still think it wise to include their business name with the slogan, so that it
doesn't get lost in the customer's mind.

5. It's Believable

Don't make the mistake of thinking that a great slogan has to include a great
promise that you can't keep. You don't want to create a false impression of your
home based business. A great slogan is one that is simple and true. Keep this in mind
as you write your own.

A great slogan can have a huge impact on profits. Be careful to choose a slogan that's
unique and that will help grow your business.