Options for Developing a BrandGoal of a Name
- A name that penetrates of saturated market place
- Demonstrates how your are different
- Unforgettable: create positive and lasting awareness with your audience
- Self-sustaining PR vehicle
Types of Names- Blank Slate/Invented (e.g. Wii)
- Evocative (e.g. Yield Communications)
- Experimental (e.g.Collaboratory)
- Poetic (e.g. Breakeven Solutions)
Questions to Ask as part of Evaluation- Appearance - How well can this word be visually represented?
- Distinctiveness - How different is it from competitors?
- Depth - Does it have multiple layers of meaning?
- Energy - is it full of life and excitement?
- Humanity - is it a warm or clinical sounding name?
- Positioning - how relevant is it to how the brand needs to be perceived?
- Sound - is this an easy or comfortable words to say?
- Magic - can this generate any word-of-mouth buzz?
- Trademark - can we obtain rights to use?
| When Judging Multiple Options for Identity Components
Originality & Creativity- advanced, unusual or clever solutions
- multi-sensory appeal and impact
- uniqueness of materials
- commendable insight or utility
- originality of components
- creative use of resources
Focus & Functionality- clarity and simplicity
- engaging user experience
- resonance in memory
- potency of message/delivery
- emotional impression and/or evocative attitude
Artistry & Aesthetics- elegance and sophistication of core design concepts
- layout and use of space
- typography and font styles
- cleaver synergies of visual elements
- artistic integration & congruence of elements
- colour harmonies
|
|
