Brand Revision and Recreation

Brand Revision and Recreation

Recently I went through the long-awaited process of changing my name. For the last eight years I've marketed myself as Laura Schneider, now it's time to market Laura Lake. While my decision to change my name was not taken lightly I did endure the painful process of evaluating what impact it would have on my "brand."


Deciding to Recreate Your Brand

I planned it step-by-step and felt I was thorough with the process, but what I learned is even the planning process cannot eliminate the confusion. Changing my name was done out of choice, not because of an underlying event such as marriage or a divorce. I wanted a brand that was easy to spell and easy to remember. I was concerned that as I continue to grow my business and reputation the spelling of my previous name would cause possible issues with being found. Very seldom did I run into someone who could spell my name or pronounce it correctly the first time.



Testing Brand Recognition

I first noticed the confusion with the team that I work with. I wanted to run an experiment, not make an announcement just appear with a different name via electronic communication. Would my colleagues ask why or would they ignore it? Would they begin to use it or would they continue to address me with my previous name? The results were interesting. While some adapted the new name with no questions, others wanted more information before shifting to the new name.



Why is all this important? Often as organization leaders and brand managers we forget that our brand has such an impact. Take for instance the "new Coke" that was introduced in 1985. Although Coca-Cola had invested $4,000,000 in market testing the launch of this new product created a public outcry. Within 87 days Coca-Cola re-introduced the original Coke formula. What was the difference? Why the change? What happened that made the introduction of this new product a failure? Coca-Cola focused on the introduction of the new product rather than the loyalty of the brand.



Before You Recreate Your Brand

Creating a transitional change with your brand can be a successful endeavor, however it takes careful planning, educating, explanation. It takes focusing on the brand, not the product. This ensures that you do not lose loyal consumers in the process. Start with a list of serious questions and a solid goal in mind. Weigh the benefits, be sure that the change is beneficial not only to the company but to the consumer. Listen to your customers, they will never steer you wrong.

Characterize Your Brand it Can Make Development Easier

I'm always amazed at how difficult people make branding to be. I am not saying that it's not important and it doesn't take strategy planning and time, but honestly I think 99% of the time we make it more difficult than it should be.


Let me share with you a personal story - bear with me for a moment I think at the end of this article you will be glad you did. I think I can break down the branding concept, so that everyone understands how to develop, build and promote their own brand easily.



Take for example, my brand. It's me. My brand is Laura Lake. Here is what I know about my brand:



Strengths and Benefits





I'm full of energy and life.

I get excited at the success of others; especially my own clients.

I've been in marketing since 1996.

My speciality is the integration of offline strategies with online concepts and innovation.

I have a natural ability to see something from a targeted consumers perspective.

I will work until my mission has succeeded - no matter how long it takes.

I've taught myself the most mundane yet technical tasks in order to succeed and understand the online market.

I love what I do and the passion not only shows in my eyes, but in my dedication.

Flaws and Weaknesses



I don't photograph well.

I sometimes write so quickly I make grammatical errors that should be avoided.

I run...I don't walk and at times this can cause mistakes.

I'm impatient and a workaholic.

I have a big mouth and sometimes don't think before I speak; this can often cause hurt feelings and/or miscommunication.

Packaging and Promotion



My package takes a little extra work in order to be positioned correctly. My clients understand I only share with them the truth from my experience, but our work is a collaboration. I will always listen to their ideas and guide them to the best of my ability. When they hire me they gain my expertise, my energy and my guarantee of success.



Brand History and Development



Let me explain to you how I got here. It's quite personal, but I think it will help all of you. My brand has always been "me". It's my expertise, my energy and my dedication. I've always had the ability to see things my clients didn't. Call it a gift, I just call it being in this business a long time and being able to sit down and tap into the world of consumers.



In 1996 I began defining and developing my brand. At the time I weighed close to 200lbs. I was stifled. I couldn't get in front of a room to speak; all of my work was done via the telephone. I began to question who I was and who I wanted to be. This story isn't about weight, please understand that. However, it is about the weight I carried around that made my brand ineffective.



I have learned that there are certain things that I must do to solidify and strengthen my brand. Since the year 2000 I have lost close to 80lbs. In order to keep my energy up and reflect the brand that I have created I must feel good about myself and the way that I look. I must be able to stand in front of a room with not only confidence in what I know, but in who I am - because that's my brand. I must not doubt my energy level or my capabilities. For me, this means I must workout 4 to 5 times per week. I must eat healthy food and feed my brain with knowledge since my industry changes daily. I have to take 100 pictures normally before I'm happy with one.



Do you see the challenges I have faced with my own brand? Now lets take a look at yours. This could be you, it could be a product or it could be a service.



What are the strengths of your brand? What benefits do you offer to your clientele? Go ahead and list them, don't be modest - but be honest.



Ok, I know the next questions is a little more difficult. We all want to believe that our brand has no flaws, but it does. It's better for you to recognize them now before you customers point them out. Perhaps it's the packaging? What about the experience level you have in the field? Maybe it's price?



Now, let's get to promotion. How can you promote your brand with confidence in the strengths and awareness in the flaws? Give your brand a personality. By acknowledging not only your benefits, but the flaws as well you create an awareness and a confidence in your own brand. You are able to now broadcast the benefits and strengths and be prepared for the flaws that may just come up and bite you. Never be afraid of the flaws. It's acknowledging those flaws and counteracting them to the best of your ability that will actually put you ahead of your competition.



If you find that you have difficulty in identifying the strengths as well as the flaws in your brand don't hesitate to seek out the opinion of clients, customers, co-workers, partners or even a branding consultant. There are times we can be so close to something that it's difficult for us to point out the strengths and weaknesses on our own.

What’s In A Name? The Six Essential Elements You Need To Know

Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it. Your name differentiates you from your peers, peaks customer interest, and invites further investigation -- if you do it right.


I didn’t do it right. At least, not at first.



All entrepreneurs make mistakes, and I made one of my first ones right off the bat. Thrilled with the fledgling business I was starting, this precious enterprise so near and dear to my heart, I christened my company Diadem Communications. Diadem means crown-- a fitting name for what I felt was a crowning achievement.



What does Diadem say to you? Does it evoke thoughts of me coming into your company, training your sales team to be the best booth staff ever, ensuring that every single trade show you attend turns out to be amazingly successful? Does it make me sound so good that you just can’t wait to hire me?



No. It doesn’t say that to me either. And even worse, it didn’t say that to any of my potential customers. Going by name alone, no one would be able to determine the least bit of information about me, my company, or the services we offer. The name said nothing, and it did nothing for me.



The name had to go. More importantly, it had to be replaced by something effective. How do you come up with an effective name? Consider these six elements:



An Effective Name:





Tells Who You Are: Your name should reflect your identity. This is an essential aspect of branding. You’ll be promoting this name, getting it in front of as many eyes as possible as often as possible. How do you want the public to think of you?

For some, that means integrating your personal name into the name of your business. This is very common in some professions: legal, medical, and accounting leap to mind.



Others prefer a more descriptive name. One successful small baker runs her business under the name “The Cookie Lady” because that’s how her first customers identified her. It’s doubtful that most of the customers even know her first name (It’s Pat) but everybody in her market knows “The Cookie Lady”.

Tells What You Do: It’s incredible how many company names give little, if any indication of what type of work the organization actually does. Take the following examples:


- Smith and Sons

- Hulbert Brothers

- Only One





Can you tell me what any of these companies does? Of course you can’t. They’re relying on customers already knowing who they are (a tricky proposition for new businesses!) or by having their name found in ‘context’, such as a yellow pages or on-line business directory.





Tells How You Do It: Words are very powerful. By carefully selecting what words you use in your name, you can convey a great deal about your company’s image. Consider the names of three different massage and bodywork centers:

- Champlain Valley Therapeutic Massage

- Clouds Above Massage

- Speedy Spa





All three companies are providing the same service: massage therapy. Yet the first appears to favor a more medical approach, the second, a dreamy, luxury approach, and the third focuses on fast service.





Differentiates You From Your Peers: Your company name is the first opportunity to tell customers how you differ from the competition. This can be done by emphasizing what makes you unique, pinpointing what aspect of your products and services can’t be found anywhere else -- or that you do better than anyone else.

Consider the massage therapy example we looked at in number three.Each organization clearly has a different focus and approach to their customer base. They’re attracting different types of clients, who are seeking fundamentally different approaches. All of which is conveyed in less than five words.





Peaks Customer Interest: Creating customer interest is an art and a science. Think carefully about your target audience. What qualities of your services are of the greatest import to your customers? What kind of words are likely to appeal to them?

Emphasize the important qualities in your name. For example, busy homeowners are drawn to the inherent promise of speed offered by “Bob’s Instant Plumbing” while a reader in search of a good mystery will gravitate toward “Crime Pays Books”.



Word choice is also important. Two yarn shops can both specialize in specialty fibers, but the one who labels themselves “All Hemp All the Time” will draw in a decidedly different crowd than the one named “Natural Beauty: Organic Yarns”.





Invites Further Investigation: Customers are funny creatures. What one group finds to be funny and engaging turns another group off. You want your name to be inviting and approachable -- as those qualities are perceived by your target audience.

The best example of this may be seen in the individual investor segment of the financial services industry. Charles Schwab has spent years cultivating a classic, formal image -- but now that the consumer base is changing from ‘old people with money’ to ‘everyone with a 401K’, Charles Schwab has launched the “Talk to Chuck” campaign in an effort to be more approachable.



Make sure your name doesn’t intimidate customers away! Some industries are more formal than others, but adopt pretension at your peril.



After following a series of simple step-by-step instructions to match my corporate identity with my service offering, I came up with the quintessential name: The Trade Show Coach. This name instantly tells customers what I do – assist companies with trade shows – and a little of the manner in which I do it – coach, rather than dictate, direct, guide, or organize.



See the difference? So did the buying public, some of who quickly became my best customers. The same thing can happen for you -- if you pick the right name.