September 27, 2007
Congruent Brand Naming and the Business Card
I recently was given a business card from a representative of a very well-known company. I was surprised to see that it was different from one of his co-workers business cards. This seems to be a common problem, where business cards (and stationery) are not consistent in providing a unified image to the marketplace.
Neatly designed marketing materials are indeed not the brand, but they are the means through which customers actually interact with your brand name. This week Allen Stern asked the simple question: what goes on a business card aside from your own name? How does your company name attach itself to Facebook, for instance, or does it find life in SecondLife?
A company called InBrand, which is based in the UK but is on its way to the USA, actually helps clients manage all the representations of their brand name in house, ensuring that every piece of marketing material matches.
Sounds like a good idea: a naming consultant can create the best product naming and brand naming nomenclature, but if it isn't represented properly to the marketplace, what's the point?
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