How do you know if your brand name is strangling your business?

During a recent brand story workshop it became clear that there was more to this client’s story than what the brand name was telling. There was a gaping void that the logo (and the website) wasn’t doing anything to bridge. It was screaming “local business” when the business has national scope.

The name was “Central Real” a shortening of a localised descriptive phrase “central coast real estate”. While sounding OK, it creates a geographic limitation. It is also set to confuse customers about what they do, given they are property developers. This is not desirable for a business with the potential to be a household name.

The founder, a hugely successful businessman (but by no means a branding professional), came up with the name. He felt was good enough and he saw no reason to change it. But his leadership team were open to the idea of exploring something more befitting.

I love working with businesses driven by passionate people. They tend to attract people who share their vision, and expand it.

Purpose Driven Branding

Armed with the freshly workshopped business purpose, values, and vision, my team and I set to work. We created a selection of names that resonated with the values and vision of the company. And we brought them to life with rich stories and positioning statements.

During the presentation the founder commented that “these names really make the one we have seem so pedestrian”. This is precisely what a fitting name should do!

It was a unanimous vote from his team for the new name (so fresh that at the time of writing I am not at liberty to disclose it). The chosen name is a single word that captures all the vivacity, expertise and the ethos of the company. It sets them up to be the household name they can be. You’ll see the brand come to life here soon.

A Brand Name the Business is Worthy of!

In the beginning this client didn’t know what he didn’t know. But it was undeniable when he saw it. And how happy he is with the result!

This company now has the name it deserves. A name that embodies and amplifies the passionate team who are creating something remarkable. Their goal is huge and their energy palpable. I am reminded again that strong culture starts at the top.

The Takeaway For You

When thinking about naming or renaming your business, create an outstanding brand story first. For this client it was easier with clearly defined purpose, values and vision for the company. As well as deciding who their ideal customers are, and just as important, who they are not.

For the 7 Keys to creating a powerful brand name check this post, or connect with me here and let’s start a conversation.

Working with passionate people with a positive purpose who are experts in their field, excites me. It lights me up to help truly good businesses do more good. And that is awesome to witness.

Photo credit to Eric Langley http://www.flickr.com/people/70151993@N03