Strategies for Effective Branding

by Kim Lavine 

What Works in the Marketplace and What Doesn’t. Find out here as I share lessons I learned at a QVC Product Search from a branding expert.

Company Name:

Every company has a name, but you also need a logo to further identify and brand your company in the marketplace. A company name and its logo should be well thought out at the very beginning to launch a branding juggernaut.

Logo:

Keep it simple and graphic. If you can see it once, close your eyes and remember it, it’s probably a good logo. Also, if your logo can graphically communicate the name of your company, like Green Daisy, you’ve created a successful logo. Examples of companies with good logos: Target, Polo Ralph Lauren, IBM.

Product Name:

Focus on creating a memorable name that will get stuck in the consumer’s mind like a catchy melody like Wuvit, instead of being too descriptive in a literally sense like Natural Heating Pad. Classic mistakes made by even the biggest companies include assigning a product a name that is a seemingly random grouping of numbers or letters, like XL589.

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