Escolar Documentos
Profissional Documentos
Cultura Documentos
What’s in a Name?
The Importance of Company Branding During Economic Downturn
Alan Brew | B2B Illinois contributor and, perhaps equally important, which names will not. Com- The most important thing to remember during a down
panies must avoid the pitfalls of “generica” – names that turn is that things will eventually get better. Reviewing your
Many entrepreneurs and companies choose a name that leave little or no room for brand recognition within a given company name and brand identity can assist in weathering
sounds great but lacks the strategy to support a solid brand industry. In addition, companies need to avoid translation the storm and ultimately help you to come out on top.
within the marketplace. Naming a company takes more and pronunciation errors that can occur in international
than just coming up with a catchy word or phrase – there marketplaces. Alan Brew has more than 20 years of senior executive experi-
are several potential pitfalls that should be considered when ence with some of the world’s leading branding companies,
developing a marketable name. Choosing the wrong name can How Do You Do It? including Landor Associates, Siegel & Gale and Enterprise
negatively affect not only current business but future growth A name is more than just a word – it is the embodiment IG. At RiechesBaird, a brand creation and development firm
as well. On the flip side, selecting the right name can trans- of an entire organization. Use the name of your company to that specializes in building the value of B2B companies, Brew
form a business and establish its brand within any industry. create a brand identity. Think about the things that set the is primarily responsible for leading the firm’s brand strategy
company a part from the rest of the industry. Is it eco-friend- development. Prior to joining RiechesBaird, Brew served as
Who Are You? ly, do you use high-quality materials, or is the hand crafts- managing director of Siegel & Gale in Los Angeles where
Take a look at the name and identity of your company. manship above and beyond the competition? If the company he worked with such clients as Adobe, Yahoo!, Intelsat, and
Whether starting up, spinning off, merging or just coming is unique – express that in the name and branding. PG&E Corp. For more information about RiechesBaird, visit
to the realization that the business has changed, identifying www.riechesbaird.com or call 949.586.1200.
the culture is imperative to develop a name that is relevant Where Do You Want to Go?
to the distinct personality and stage in the business cycle. Branding companies can provide knowledgeable and well Submit Your News and Articles to B2B Illinois
Also, in today’s economy, it is important to review external researched insights into naming or renaming businesses. It Part of the ongoing success of B2B Illinois is found in the
influences. For example if a company name has a connota- can be of great benefit to seek their input and skill when quality of the articles we receive from business people
tion of expense and overindulgence, it may keep customers creating a brand identity and name. The industry expertise just like you.
away. Think about your name from a customer’s perspective helps speed the process for companies while effectively
Articles should be about your field in business and infor-
in order to remain successful. providing a platform for designers, copywriters, namers mative in nature. Visit www.b2billinois.com/submissions
and other specialists to be in on the process from the very for additional guidelines.
What Do You Do? beginning. Partnering with an outside source will help in the
The approach to naming or renaming a company is highly creation of brand names that strike a chord with employees To submit an article, or if you have any questions, please
strategic, built upon a fundamental understanding of the contact Andrew Wheeler at 815-929-5416 or
and consumers alike.
awheeler@b2billinois.com.
industry. It’s imperative to know which names will work
110208201107448
B2B Illinois is YOUR forum for local Send us your articles, news, press releases, event photos,
questions and comments:
Your information may appear in print and/or online.
For submission guidelines, please visit
business news and information. E-mail Andrew Wheeler at awheeler@b2billinois.com www.b2billinois.com/submissions.