One of the biggest mistakes in business or in my industry product design is branding. No matter how wonderful a product idea or innovation you have your brand name & identity is crucial. This is one area where cash is often wasted and crucial mistakes made. It is essential that you obtain the correct expertise and advice. Especially when making what may seem like a simple decision like the choice of company name or logo design or even more importantly securing your URL’s.
As a designer I have had years of experience in developing brands, logo’s and filing trademarks. I’ve even had the pleasure of a trademark challenge from one of the worlds biggest brands over a brand my husband & I own which ends in the letters ‘oogle’.
Here are just a few suggestions for the business start-up, new inventors or if you are looking to rebrand your existing business.
The ultimate word in in branding is being “congruent” from your company name, your logo, web design, to vehicle or uniform design. Everything must synchronize to tell the same story, one that appeals to your customer needs and wants.
Make your name short, memorable and unique. Ensure it is available; does someone already have the trademark, registered company or URL’s. Do you have your domains.com or.co.uk ?Avoid misspellings, negative connotations or conflicts with your major competitors. (see www.companieshouse.org.uk & www.ipo.gov.uk)
Securing ownership of your domains is now as equally important as obtaining an available company name or title. We live in the technology age where your website is as important as your social media network profile.(see www.uk2.net)
REGISTERED COMPANY NAME
If you plan to be a sole trader or partnership, still think ahead if you decide to become a limited company. Is the company name or brand owned by someone else? What will be the cost and loss to you and your customers down the line of lost brand continuity. And at worse re-branding; vehicles, signage, stationary, paper work, website etc.
TRADEMARKS/ LOGO MARK
Like your registered company name it is essential that you check for any conflicts with other companies, brands, competitors in relation to your logo mark, symbol to your choice of colour pantone & font.
Your marketing mediums start and end with everything from; stationary, brochures, website, social networking pages to premises signage, interior design, staff uniforms, vehicle design to dress code. Your marketing mediums represent your visual company C.V, they are the visual communication of your company to your customer, supplier and competitors.