Naming and branding your company can be a confusing field to navigate.
You're supposed to capture the uniqueness and essence of your company and what you stand for with your brand, and have people resonate with it too.
But if you take the time to set it up right, you should be able to gain some competitive advantage and position yourself for long-term success.
Here are some important factors to consider when putting your brand together.
Pick A Unique Name For Your Agency
You need to take some time to think about what the name of your company will be, and there are several reasons why.
If you pick a generic name, you're going to be competing with dozens, if not hundreds or even thousands of other companies that already use the same name.
This is a bit problematic, because ultimately you aren't just competing within SEO; you're also competing with everyone in every other industry with the same name!
A unique name also serves a practical function; you can rank higher in search for the term you've picked.
The last thing you want to do when you're getting started is to compete directly with other agencies that have a longer track record than you.
Make sure to do you homework before settling on a name.
Check The Major Social Networks For Your Chosen Name
Once you've settled on a name, you should make sure you can secure it across all of the major social networks out there.
This also speaks to the importance of having a unique name, because if you don't have one, it's going to be harder to get the name you want on social media.
There are tools like NameChk that allow you to check if your desired username is still available across all of the popular networks.
Plan in advance so you don't regret your decision later!
Define Your Target Market
If you want to brand effectively, you have to think about who you're trying to appeal to!
You need to understand what challenges your target audience is facing, who they are, and how you can provide them with a worthwhile solution.
This should also be reflected in the type of content you create. It should be tailored to the types of questions they're asking, and the kinds of problems they're experiencing.
This is a hypothetical example, but let's say you were trying to reach out to the small business sector, specifically in beauty & skincare.
There is a growing marketing in men's skincare, but the general impression is that it's a female-driven industry.
So, targeting your services to women would make the most sense.
This example is based in certain assumptions, but it would be your job to confirm your suppositions through data and research.
Find Your Voice
This can sound like pretty abstract advice. What exactly does finding your voice mean?
In essence, you want to figure out how you want to be perceived by your audience. How do you want people to feel when they encounter your brand?
Consider MailChimp's brand for a moment. Compared to its competitors in the email marketing space, they have a fun, easygoing image.
A lot of other email marketing tools have more of a corporate, professional look and feel to them.
Your voice is an extension of your understanding of your target market. Make it count!
Hone Your Design
Your target market, your voice, and the impression you want to leave your leads and customers with should inform your overall design.
This does mean online, as in your logo, your website and social profiles, but also offline, with business cards, print ads, and so on.
The colors you choose and the design elements you use will leave an impression with your visitors, regardless of whether you want them to or not.
Color is perhaps the most basic, but most important consideration. Color increases brand recognition by 80%, which is linked to consumer confidence (KISSmetrics).
For example, blue creates the sensation of trust and security, while yellow feels youthful and optimistic.
Be sure to pick colors that resonate with your overall brand.
There are other steps you can take to make your agency name and brand optimal.
The main thing is to try things out and see how they work.
Gain feedback from people you know and trust once you have everything in place. Make necessary tweaks based on their feedback.
Then, do the work necessary to get the word out there. No one succeeded without putting in the work!
Image: Rupert Ganzer