In today's brandivate blog, our good friend Mark Graham responds to and expands upon on the blog posted on October 31, 2016 - What's in a Name?
While it's important to be clear about what you do in this industry, it's more important to exude character and originality. This couldn't be more true of how a distributor chooses to name their company. Bill nails this in his recent post What's In a Name, but I feel there is an additional element to be explored.
Bill is absolutely right that we are in a business of first impressions and your distributor brand must create a positive impression. A good name, a great logo and fabulous branding goes a long way to separating the transaction sellers in this business from those who excel at the art of branding and taking promotional products to the next level.
However, our industry is littered with a lot of really boring and undifferentiated names. While they may do great job of telling the customer they are in the promotional products business, they also do a great job of sounding like most other people in the industry. (Insert name here) Promotions, Embroidery, Promotional Products .... you catch my drift. Can we do better than this? Of course!
I liken this to the challenge our industry finds itself in with the white label web sites that make everyone look the same. The distributor who invests in a unique web presence has a big advantage over the distributor that looks the same as everyone else. It's the same case for the distributor that invests in a great branding story that separates them from the next person.
A great name gives you the opportunity to tell the story about where you came from, how you arrived at the name of the company and why that means something to you and your positioning in the market. That's gold compared to the company that has a name like Joe's Promos (sorry, Joe). A buyer might identify the business Joe is in, but without a unique story, Joe looks an awful lot like everyone else.
I'd rather give my business to the company that has a great name, brand and story as I know they'll treat my brand with the same respect as they did their own.
Cheers to all of the great names out there: Brand+Aid, Fairware, Brand Fuel, brandivate (I mean that Bill), Creative Boulevard, Anthem, Ideation, Arthouse, Creative, Black Box, Soul Swag, Zagwear. Behind each of these names lies great branding and a story ready to be told.