Creating your Corporate Identity through Branding

Your company may have a great product and excel in the efficiency of its internal processes, but somehow it does not translate to your customers coming back for more.. What is the dilemma?

You need to build a great brand by registering a business name. Branding is where great business starts. Branding is something that is memorable; it’s almost like a psychological anchor that creates a certain feeling when heard and associated with the great product that your company offers. Thus branding is something which becomes very personal for each and every one of your customers.

Sounds great, but coming up with a unique branding idea is not easy in the society saturated by business ownership throughout. Your brand needs to be something that is not used by anyone else. If you call your business “McDonald’s”, you will be sued by McDonalds. You need to research your options before registering your brand.

First things first: you need to create a list of possible brands before researching them.

Think about your business and what problems your service or product solves for your customers. Think about the feelings that your customers may have when their problems get solved. What would you feel if you were the customer? Ask your friends what they would feel. These are the feelings your brand will have to appeal to. Remember: most purchases that people do are feeling-driven, so in order to drive more customer base to your business, you need to appeal to your future and current customers’ feelings.

Now try to think of any words and/or phrases that are related to the feelings that you discovered. Use as much creative thinking as possible, use thesaurus, use personal experience, use urban dictionary to find all possible variations. Use extensive thinking and try to analyze beyond just the words. Use common-sense associations; try to mimic how your customers might think in order to find all possible associations that may come to your customers’ minds when they have these feelings.

When you have compiled an extensive list of words and feelings, try to use your creativity in order to find all possible combinations of these. Try to be original. Think beyond what some other business owner in the same line of business may think. Try combining parts of words in order to create new words (a great example of this is “homeburger”, which is a coined word made from two words: homemade burger).

When you have a list of all possible creative combinations, ask your friends to tell you what each of them makes them feel. Ask yourself too: sit quietly and try to open-mindedly read slowly through each option and reflecting on how it makes you feel: is it evoking the feelings that you discovered during the initial analysis? Is it evoking any unwanted feelings? Any new feelings that may be useful?
Narrow your list down to only those combinations that evoke the right feelings. Discard all those that do not seem appropriate.

Now you have to ensure that your brand(s) is available. You need to check trademarks and any other business names (such as partnerships, sole proprietorships, corporations) – this can be done by NUANS pre-check name search, which is offered for free through ESC Corporate Services. You also need to check if any domain name uses the brand that you wish to register.

Eliminate all the proposed brands which are already used by someone else.

When you have chosen that one perfect brand name, register it to ensure that it is protected by law and you have absolute rights to it. Visit ESC Corporate Services for a quick and easy business name registration.
Once your business name (brand) is registered, make sure all your corporate documents refer to it; otherwise, any contracts and/or invoices may not be enforceable. Indicate your corporate and business name in the following format (c.o.b. stands for “carrying on business”):
ABC Inc. c.o.b. as Nancy’s Great Homeburgers

Visit ESC Corporate Services to learn about other services we offer to businesses.


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  1. #1 by ESC Corporate Services on May 9, 2011 - 12:47 PM

    Here is a great example published by about how a domain name, which had been registered “in bad faith” caused grief to both the domain name owner and UFC with which the name alegedly could have been confused by the public. Same will happen if a business name is registered “in bad faith”. The notion here is that a similar or substantially similar business name that was registered before became intellectual property of the company registering it and is now protected by law.

  1. Business Name Registration and Renewal «

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