what is branding and how do we come up with our names for companies? The other day someone asked us how we came up with the name tag, it spurred a blog post.

the name for tag was something that just felt right. Ironically, it wasn’t a name that was selected in the same manner we select our client’s names. 

As a tag on a shirt describes the fine details of a garment, we work as a team to look at all the fine details of our client’s companies prior to making any suggestions on what they may require. Our team goes beyond the brand and works on details that many companies similar to ours don’t pay attention to.

We have a special story for every client we created a new name and brand for. The names are always unique to their industry, team, and culture. We also focus on a name that will be “marketable” to the audience our client is trying to connect with.

The memories of coming up with all the names we have created are so sweet. We have spent hours on some; writing words on whiteboards, connecting words with coloured sticky notes and doodling images in notebooks. A few we have nailed within the first 5 minutes, having our “ah-ha” moment before the entire team had a chance to open up their books (not that it was a race or anything). But every name has a story, and the names have served our clients well which we are proud of.

So what are the top 3 things we consider when we are building a brand for a client?

  1. Who are the people behind the brand? What’s their story? What do they like? What makes them different? What are their needs? All of these questions are discussed and shared through our project proposal document that we share with clients.
  2. Who’s their Doris? Meaning – who is their target market. We need to ensure that the brand we create connects with the audience they want. 
  3. How will this brand’s story be told? What makes them the best damn banana bread out there?* Every brand should have a memorable story and when building a brand we consider how that story will be told. This is the marketing aspect of building a brand. We often say “we don’t want to make something JUST look pretty” – there has to be a purpose behind what we create. 

So what goes into developing a name and brand for a client? Typically a whole heck of a lot – just ask us about some of our favourite branding stories and we will happily share how we got there.

*If you haven’t heard about our Best Damn Banana Bread discussion, watch one of our marketing discussions on how to market yourself during COVID-19.