Naming
The first acquaintance with a product, brand, and company begins with its name. A product name is a powerful marketing tool that drives quick recognition among your target audience.
Naming is the creation of a unique name for a company, project, domain, product, or service. Naming is designed to promote the market promotion of a product or service, contributing to the formation of loyalty on the part of the consumer.
Anyone with sufficient oral and written skills can come up with a name for a company or product. However, naming implies a whole range of methods for the stage-by-stage formation of a brand name. As a result, a unique name is created that allows you to stand out from competitors and convey the essence of the brand to the consumer.
At first glance, it might seem that developing a name is a matter of a few minutes. The assignment of a name takes place in several time-consuming stages. Only after the final award of the name begins a full “life” of the product and a brand book and trademark are developed for it.
A good name is key to a strong connection between the consumer and the product. It is not difficult to come up with beautiful company names, it is much more difficult to make a product recognizable and different from competitors. The correct naming is to create a name that meets the following criteria:
- compliance with the main idea of the brand;
- simplicity and uniqueness of pronunciation;
- separation from the mass of competitors;
- reflection of benefits for the consumer;
- brevity and ease of memorization;
- lack of unpleasant associations;
- legal purity.
Logo
The creation of brand identity is based on the “vision” of the company’s business, its culture, history. And individuality is a symbol of corporate culture, which inspires confidence in the consumer and pride in the head. Individuality attracts attention, reflects a deep understanding of the needs, making the company’s product or service familiar while drawing the consumer’s attention to other types of the Brand’s products. Manifesting on business cards and Internet sites, in PR campaigns and corporate letterheads, individuality increases consumer interest in the brand, as well as helps to expand the business.
A logo is a quality mark by which you can identify and associate the name and emblem of a company with its activities, track how effective you are. The brand is positioned and how the target audience reacts to the logo.
The logo is repeated and duplicated many times throughout the entire life of the company: on business cards, letterheads, in marketing brochures, on products.
Package design
When buying a new product in a store, a consumer cannot fully test it for compliance with his needs and expectations. Therefore, the main selection criterion is the packaging of the goods. Every time the consumer sincerely hopes that the purchased product will be as interesting and high-quality as its packaging. That is why, when introducing a new product to the market, manufacturers choose the packaging design carefully.
The packaging design aims to distinguish the product from competitors and stimulate sales. In addition to attracting customers, the design must maintain corporate identity and associate the promoted product with the rest of the brand’s products, while maintaining a visual connection between product lines. For this, the appearance of the packaging is matched to the corporate identity of the brand.
If a completely new product line is introduced to the market or a new trademark is created, then the label design is developed following the brand positioning strategy.
Trademark registration
According to the adopted laws, registration of a trademark is considered a mandatory procedure for individuals and legal entities. After confirming the ownership of the trademark, its owner has every reason to manage it at his discretion. From the moment of registration, your trademark becomes a separate product that can be sold, leased, or franchised.
A trademark is a unique designation that allows you to identify products or services of one manufacturer, and to distinguish them from similar products and services of other manufacturing companies.
If the manufacturer has not registered his trademark mark following the adopted laws, then he is not considered its owner. In this case, the company will not be able to assert its rights to a trademark to execute a sale, franchise, or lease agreement, as well as transfer rights under a license.
After the certification of property rights, the trademark can be put on the balance sheet of the enterprise as an intangible asset, which will have its value. After the registration of the trademark is carried out, its price will constantly increase. There are known examples when the cost of a brand name reached such limits that it became much more expensive than all other tangible assets of the company.
At the same time, even the most ingenious brand designation loses all meaning if you came to the patent office second. To avoid copying by intruders or competitors, registration of a trademark should be carried out immediately after its development.