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A company naming service can illuminate the best name ideas for your brand.

Naming your Company, Product or Service

Creating a name for your company, product or service is important. The right name has the potential to set you apart and to evoke a story. It will start every communication you have with your audience and it will bear the reputation of your brand. A magnetic and distinctive name will be firmly planted in the mind of the consumer.

There’s more to coming up with a great name than throwing together some words and syllables. Our product and company naming service does a whole lot more.

6 Company, Product and Service Naming Tips

  1. Your first 50 ideas are the same ideas your competitors brainstormed. Move past them to get to a memorable, head-turning name. Leave mediocrity behind and be different.
  2. See the name from the perspective of the buyer. Naming, as all marketing, is really about them.
  3. Shorter is sweeter. It’s easier to remember.
  4. Say it aloud. It should sound good and be easy to pronounce. An awkward or off-putting name can steer your audience to your competitors.
  5. Think about how your name can signal something new and how it can evoke a story. Over time your brand story can be expanded around this into a textural and powerful story told via your visual identity, colours, sounds, messages and images. Your name is the title of your unique and great story yet to be told.
  6. Names set expectations in the minds of your audience. Your brand needs to deliver on them.

Spinning Names

The best name brainstorming is rooted in a solid creative brief that clarifies the brand personality, audience and competitive landscape. It takes creative thinking that goes deep and imagines the story that is to be told. At Mindspin, brainstorming a name includes the exploration of ideas, angles and word play. Alliterations, haplology, metaphors, free association and poetics are also explored. Domain availability is considered. And, there is a lot of screening and scrapping. The best ideas are presented and discussed with you. Your trademark lawyer needs to be involved. And if the brand is international, cultural and linguistic perspectives must be taken into account. Your name will creatively express your brand essence in a concise, relevant and long-lasting way.

Is it Time to Bring in a Company Naming Service?

Mindspin’s naming service helps you start on the right foot with a great name. We like to dig in, dream big and explore every avenue. We can create your ideal product, service or company name and build a unique story around it. It’s the first step to firmly planting your brand in the mind of buyers.

Strategic creative thinking involves deep idea exploration.

Customer Connection Through Strategic Creative Thinking

The idea that your product or service can speak for itself is a romantic notion, but it just doesn’t hold true these days when there might be a hundred similar products to choose from. Strategic creative thinking on your brand story is essential.

As a business owner or executive, you know that your customers are the ones that keep your business alive. You must repeatedly win them over to gain their loyalty, and your marketing strategy must be all about them. With increased accessibility and globalization, it’s much harder to stand out in a crowd − even in niche domains. This is where strategic creative thinking really shines.

Building a Brand Story

Engaging your customer at an emotional level is what works in the long-term. Building a strong, emotional relationship with your audience requires your brand to have a specific personality − one that wont necessarily connect with everyone. The best marketing has a selective audience even at the cost of turning away some business. Forget trying to appeal to everyone; the idea is to become known as an expert in your niche. Once you begin to consistently attract your ideal customer, your business will operate more efficiently and you will be able to charge more for your expertise, thus yielding higher profits.

What is the profile of your dream client? Who is your competition and how are they positioned? Is your dream client aware of you? Focusing on your audience is the key to building a brand identity that is relatable and desirable. Focus on your audience and you will win their loyalty.

Emotional Connection Through Strategic Creative Branding

There is very little value in ignoring your brand story. Slapping together design templates, marketing reactively and trying to attract everyone will result in generic branding and you won’t connect with your desired customer. At Mindspin, we think about your brand personality and brand story so that your ideal prospect will feel confident that you will make their lives better and they will want to contact you. We try to think like your dream client − feel what they feel and care about what they might care about.

As a business owner, look at what this type of investment in your business will mean for you. When people search online for the services your business offers, do you stand out as the clear choice over your competitors? What would it be worth to you to drop some of your smaller, short-term, lower-profit clients and replace them with some larger, long-term, higher-profit clients?

Your branding comes alive when it’s backed by strategic creative thinking.

Strategic branding meeting with several people discussing the business vision.

Clear Business Vision Enables Strategic Branding

Strategic branding and marketing won’t magically carry a weak business; however, it’s how a business with a solid vision, product or service and customer experience will hold ground in a tough market and reach new heights in a growing market.

Legal, sales and other business advisors will be valuable in outlining your business plan and model, target audience profiles, market share potential, pricing and sales strategy. These are important components of your business vision and having clarity on them will help your business evolve successfully over the long-term. At Mindspin, we call this your business vision and elements of it are valuable to our creative process.

The Creative Brief

With your clear business vision in place, you will be able to describe your business, product or service, market, target audience and competitive landscape to the creative team. Before the branding creative process starts, a creative brief phase allows the creative team to become familiar with your company and market. This allows them to be more strategic and proactive in idea generation, storytelling and marketing recommendations. This is what we call strategic branding.

The Brand Story

Strategic branding revolves around a one-of-a-kind brand story that rings true, captivates the minds of the right people and endures changing trends. It means getting to the heart of the “why.” Why does your company exist? Why does your company matter? It’s important to have a story that people can understand and connect with. People expect that the brand has been developed for a good reason: to solve a problem, to improve how we do things, or to meet a need and the story is central to communicating the brand’s purpose. A brand that is deemed integral to a coveted lifestyle is the brand that has superfans. Remember, in order to create the optimal brand story for you, the creative team needs a clear creative brief based on your business vision.

Strategic Branding

As the world gets smaller due to globalization and the internet, competition grows. It seems like all the good names and dot-coms are taken and that every idea has already been done. Strategic branding is more critical than ever. Telling a consistent and emotive brand story can create a connection with customers that will help your business remain competitive.

With a clear, strategic brand story in place, its essence can spread to all communication touch points, including customer service, office space décor and product design. From a customer’s point of view, the decision-making process is not influenced solely by the product or service. In the same way that people prefer to hang out with other people that make them feel good, they buy things that make them feel good too. A great brand story, supported by a strong brand experience generates the feel-good feeling. With your clear business vision outlined in our creative brief, Mindspin can design strategic branding that takes your company to the next level.

Brand launch - START.

5 Top Tips to Overcome Your Brand Launch Fears

MindspinBlog-975x650-6-Dec2016

Whether you are launching a boutique brand, investing in a franchise or rebranding an established company, taking on sole responsibility for a brand launch − and the ultimate success of a business − is a daunting task.

At Mindspin Studio, we work with entrepreneurs across multiple industries, helping our clients turn their visions into outstanding businesses. Over the years, we’ve picked up more than a few tricks to conquer common entrepreneurial concerns and help you build a brand that’s worth shouting about.

1. Know your market (and your product)

Most of us enter a field as specialists, with a detailed understanding of our sector and a more general idea of the broader industry. That all changes during a brand launch. From production to shipping, operations to marketing, it’s ultimately all on you now. Taking the time to come to grips with the market is critical.

Consider your major competitors, their target market, price points and daily operations. What mistakes did they make during launch? What worked for them? Are there seasonal fluctuations in demand or supply? How will you accommodate this? What’s the best time of year to launch? Forewarned is forearmed, and the more information you have available to you, the less stressful your launch will be.

2. Overplan

Timing and finance are the biggest concerns for entrepreneurs. Paying bills and covering expenses when there’s no money coming in is incredibly stressful and has pushed more than one business owner to launch far too early.

Now is not the time to cut corners, so budget for legal, accounting and specialist advice. Give yourself a sizeable contingency fund and more than enough time to carry out market research, develop your network, hire staff and source contractors.

3. Delegate

Marketing, web design, accounting … a brand launch often means taking a crash course in skills you never thought you would need. Recognize that no one is an expert in everything and don’t be afraid to ask for help. Investing in a couple of hours with an experienced business consultant might seem extravagant now, but an expert opinion could mean the difference between success and failure further down the line.

4. Think long-term

When you are just starting out, the temptation to attract new customers with low prices is a difficult urge to fight. While there are advantages to undercutting the competition, offering your products or services at a fraction of their true value will hurt your brand long-term.

Building a business takes time, and rock bottom prices will influence the public’s perception of your brand quality. Have confidence in your products and don’t let your fear of not making a sale cloud your judgement. If you really feel the need to cut prices, consider doing so as a one-off or limited special offer and make sure customers who purchase at that price are aware of the discount.

5. Create a following

Social media and crowdfunding platforms are fantastic for creating momentum prior to a launch. An engaged online community can bolster your brand, creating a buzz around your products and delivering invaluable insights into customer behaviour and target demographics. A great reception from people outside of your immediate circle will also boost your confidence, helping to overcome any last minute doubts and niggling details ahead of your brand launch.

Video and photo editing.

Discover Your Creative Direction and Master Video Marketing

Video and photo editing

Visual media marketing is more important now than ever before.

Video posts attract 1200% more social shares than text and images combined, while content with a relevant photo gets 94% more traffic than posts without photos. It’s a trend every business can capitalize on, requiring little more than a smartphone and some creative direction.

It might be easy to shoot visual content, but the importance of strategizing your video marketing and aligning it with your brand cannot be overstated. The majority of consumers (62% in fact) judge boutique brands by the quality of video and photo content they publish; lacklustre or poor quality content just won’t cut it. So, how do you create a winning visual media strategy?

Develop a visual brand

A consistent brand is essential for encouraging loyalty, cultivating trust and attracting new customers. Your brand strategy should extend beyond written content and logo design to encompass all your visual assets.

A well-defined creative direction is instantly recognizable on any channel. Consider the iconic ice cream brand Ben & Jerry’s. Its black and white cow under a blue sky is as identifiable as the logo itself, and often features on channels such as SnapChat and Facebook without the need for additional branding alongside it.

Consider your audience

Platforms like Facebook and YouTube attract a broad range of age groups, while Snapchat, Instagram and Vine are very firmly millennial-orientated. Your video and image assets should be tailored to the platforms you’re publishing on and designed to catch the attention of a targeted audience.

Cadbury is currently running a fantastic example of a focused strategy. Its Snapchat campaign encourages consumers to use the app’s editing suite to create innovative pictures featuring a Cadburys Timeout bar. This strategy is aimed at a younger audience − the demographic that regularly shares content on Snapchat and has the inclination and ability to edit images. It’s a great interactive campaign, and it’s generating interest all over the globe.

Make a connection

Humans are hardwired to respond to images. After all, we’ve been using them to communicate far longer than we’ve been reliant on words. The result? It’s easier to evoke an emotional response with video and photo assets than it is with smart copy and catchy slogans.

Understanding your audience is key to establishing that connection. Consider the demographic you are targeting, the need your products fulfil and the emotions that will elicit a response. Facial cues, colour schemes and imagery are all significant factors that can have a huge impact on engagement.

Identify your goals

By 2018, 84% of business communications are expected to be visual; which means any imagery you produce, whether it’s for print or digital channels, must be designed to complement and advance your long-term business objectives.

Identify the purpose of your photo and video content before your shoot. Consider the demographic you are targeting and the type of content your audience expects from your business. Defining your goals and establishing a creative direction that meets those objectives is essential for protecting your brand and ensures your visual content generates high returns and maximum engagement.

Social media marketing.

Our Top 4 Social Marketing Secrets

Social media marketing

Social marketing is critical for establishing your brand, advertising your products and building an online community.

Channels like Facebook, Twitter, YouTube, LinkedIn and Google+ all deliver direct access to a wide range of demographics.

With a well-planned social strategy, even the smallest brands can cultivate an international following, growing their businesses well beyond the limitations of a local market. Want to be one of them? Our in-house experts have put together four invaluable insights to help get you started.

1. Know your audience

According to a study by Pew, 48% of internet users over 65 years of age have a Facebook account. Women use Instagram slightly more than men, 37% of 18−29-year-olds use Pinterest, and LinkedIn is most popular with the 30−49-year-old crowd.

In other words, every channel has a unique user-base that provides marketers with a fantastic opportunity to target content at specific individuals. The best social marketing campaigns understand their audience, tailoring posts to both the platform they’re using and the specific needs of their followers (or a section of those followers).

2. Quality is King

Posting content frequently is critical. Weekly posts on Facebook have been shown to be next to useless, whereas twice-daily posts risk annoying your audience (the sweet spot is between five and 10 posts a week). By contrast, two posts a day on Twitter is key to optimizing engagement, while a YouTube audience is happy with two in a month.

Good strategies meet these demands, posting content regularly to ensure brands stay connected to their followers. Great social strategies understand the importance of quality.

Sharing content simply to make up the numbers is as damaging as not posting at all. Quality content is valuable to your audience; it delivers information and insights they can’t get anywhere else and should form the cornerstone of your social strategy.

3. Stay true to your brand

For many boutique businesses, social media offers the opportunity to expand their following and connect with customers all over the world. It’s important to remember that, for this portion of your audience, your social media content is the only connection they have with your brand.

Branding is about more than logo design and smart marketing. It’s about controlling the public perception of your business, encouraging loyalty and establishing the quality of your products and services. Your social strategy needs to align with your wider marketing and branding activities. All posts, comments and interactions must complement your brand image.

4. Timing matters

Even the best content can fly under the radar if it’s posted at the wrong time. Forbes recently cited early afternoon (between 1 and 3 p.m.) as the peak time for engagement on Facebook, while content posted at 5 p.m. on Twitter was most likely to get retweeted. Not surprisingly, interactions on LinkedIn occurred mostly during business hours.

When you are scheduling content, consider your audience and the response you are hoping to generate with your post. If you’re presenting cutting-edge industry data, don’t post it at 4.30 p.m. on a Friday afternoon when everyone is winding up to go home. Instead, opt for humorous posts and light-hearted imagery that plays to the collective mood.

Winning social media marketing

Creating top-of-mind awareness and generating actionable sales leads is about more than frequent posts and funny memes. Brands have to establish clear objectives and provide unique content that delivers value to their audience and fulfils their business goals. Social media might be an easy platform on which to broadcast, but if you want to master social marketing, you need to have a well-defined strategy in place.

Printed magazines and print literature.

Advantages of Unique Print Literature in Modern Marketing

Printed magazines

The launch of the iPhone in 2008 could have spelt the end for unique print literature.

Indeed, it did look as though it might, with print advertising gurus such as Samir Husni citing the five years following (and their accompanying digital innovations) as a troubling time for the print industry.

Yet print advertising is still going strong, delivering returns on investment (ROI) of 120% — higher than any other media channel. Here, we look at the advantages print design offers in an increasingly digital world.

Credibility

We’ve relied on print for generations. It’s a relationship that adds a sense of legitimacy to this advertising channel. Print is tangible and trustworthy; special offers and information can’t be lost with one errant click and a fleeting interest won’t risk opening the floodgates to 15 different types of malware.

Branding

The recall rates for print adverts far exceed those of digital, and this level of exposure offers additional benefits to boutique businesses looking to build memorable brands. Well-chosen copy, arresting colour schemes and unique offers all leave a lasting impression in print.

Engagement

Millennial reliance on mobile media is widely accepted and has, in part, driven the popularity of digital marketing. While eMarketer reports that 36% of millennials consider digital ads more effective than print, a significant proportion (28%) consider unique print literature to be just as efficient.

Most tellingly, marketers themselves rate the effectiveness of Twitter and Facebook at 50% and 30%, respectively. By contrast, full-page ads are noticed 71% of the time and as much as 96% of that audience engage with (i.e. read) the advert content.

Less competition

As more and more brands rely on digital advertising, social media feeds, websites and search results are becoming bloated with paid adverts and pop-ups.

In direct contrast, today’s print market offers significantly less competition than it did ten years ago, with the added advantage of potentially lower advertising fees and the same high ROI.

Print in the digital world

With a dashboard full of engagement metrics, it’s easy to assess the ROI for digital campaigns. Indeed, many marketers rely on these key performance indicators to justify their digital spend.

Traditional print campaigns don’t generate data with the same level of accuracy, but when you integrate your print campaign with the digital world, you solve that problem. Interactive features such as QR codes, free downloads and shortened social media links not only increase engagement, they also provide information on demographics and audience behaviour.

A smart strategy capitalizes on all these advantages pairing unique print literature with digital media to deliver cross-channel campaigns that drive engagement and maximize ROI. (Of course, your particular strategy must be appropriate to your audience and must evolve for continual optimal impact.) Even in today’s digital world, print design can still play a vital role in successful advertising campaigns.

Blank paper ready to create brand design and brand trust.

Brand Trust: Why Does it Matter?

Brand design and brand trust.

Your brand is far more than just a logo; it is the combination of every customer interaction, achievement, and marketing campaign you’ve ever run.

It is one of the most valuable assets your business owns, and it can mean the difference between success and failure. Intrinsically linked to the number of people who recognize it and the confidence it inspires, your brand is the key to your future. This is why every business owner should take the time to understand and promote brand trust.

The Benefits of Brand Trust

Expertly developed, your brand guarantees quality for your customers. It is as important to service providers as it is to those who produce consumer products, since a consistent brand with recognizable values encourages referrals and promotes loyalty.

A brand that consumers can trust inspires a positive image of the company as a whole. It can influence consumer choices, particularly in sectors with strong competition.

Building Brand Trust

Building a brand, specifically a brand customers can trust, takes time. There is no quick fix and you have to be willing to cultivate a two-way relationship. Brand trust is based largely on consistency, so ensuring every customer has a great experience and that every product is the best it can be is essential when you are establishing a brand name and a stable reputation.

Innovation is another key component. Constantly improving products and services, offering customers tangible benefits that your competitors can’t compete with, helps to ensure you stand out from the crowd. Understand that customers trust faces, not names, so invest time in building a rapport and personal connection with your client base. Social media makes this easier than ever. Managed correctly, your social media strategy should establish your brand as approachable, a business that responds to feedback and provides a personable service.

If personality, innovation, and consistency are the cornerstones of a trustworthy brand, then value and competence are the traits that mark it as the best in its industry. Brands that promote loyalty, encourage return customers, and command a premium for their services are the ones that offer products with real value, both practically and financially. They handle every situation with competence. Even when things go wrong, a trustworthy brand has measures in place to ensure it is corrected professionally, appropriately, and as easily as possible.

Building brand trust means committing to exemplary service, being mindful of your image, and being willing to cultivate a personal relationship with your customers. It is not easy and it doesn’t happen overnight, but the brands that last and the businesses that thrive are the ones their customers can trust.