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Nov 16

Brand Identity or how to turn your company name into a brand


Successful businesses do more than just try to offer the best balance of price and quality for whatever product or service they offer.
Price and quality are important, of course, but the business that knows how to market itself most effectively will always attract the most customers, even if competitors offer lower prices and/or higher-quality products/services.
You need more than just a name. You need a brand. A great name and a strong brand identity are certain to drive more people to your business, and it just might be the difference-maker you need to avoid being one of the 9 out of 10 startups that fail.

3 Dos and Don’ts of Finding the Right Company Name

Finding a brand-worthy name is tricky – professional brand design companies like DD Minds wouldn’t be in business in Washington DC if it were easy. But there are a few rules anyone can use to help find the best possible name, including:

  • Do keep it personal: When you’ve got countless in-town and online competitors, your ability to attract new customers depends entirely on how much you can stand out from the competition. A name inspired by something unique to your company’s history will set you apart.
  • Don’t go long: The longer your name is, the easier it is to forget.
  • Don’t crib off other business’s names: While it may be tempting to piggyback off another business’s already-established marketing success, this method will just make your products look like shoddy knockoffs, regardless of their actual quality. That’s bad for the brand.

3 Easy Rules for Building a Better Logo

Thankfully, you’re not limited to just your business name when it comes to catching customers’ eyes. You also have the picture that’ll accompany your name – your logo – at your disposal.
Logo design is a delicate art. You need to create a truly memorable image, which is much easier said than done. We recommend you…

  • Keep It Simple: Simplicity stands out. The best logos, from the Nike swoosh to the McDonald’s arches to the Apple’s apple, all use this approach. Complicated, jumbled logos are unattractive and, worse yet, easily forgotten.
  • Don’t Go Crazy on Color: The simplicity approach applies to your color scheme, too. You don’t want to use more than 3 colors in your logo, and the use of just 1 or 2 is bold and attention-grabbing (and grabbing attention is the name of the game when it comes to logo design).
  • Be Patient: If a logo doesn’t seem to be connecting with customers, give it some time before changing up. Constantly coming up with new logos will confuse people, and some of the most iconic logos of our time, like the Nike swoosh we mentioned previously, weren’t immediate successes.

Brand Identity: Leave It to the Pros

Many businesses make the mistake of undervaluing the importance of branding. Unlike, say, tax accounting or IT work, it’s something that anyone can do. Anyone can come up with a name and a logo. But it takes a professional to really get it right. Any money spent on branding isn’t really an expense – it’s an investment. Having your brandbook (a collection of all your branding material including logo, icon, color scheme, typography, and even the writing style used in your literature, along with brand guidelines/instructions on how all that branding is to be properly applied) done up by a creative agency like DD Minds is a sure way to get more people in the door, which in turn will allow you to have an easier time meeting your revenue goals.

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