What’s in a name?

June 6, 2011

A small yet important change is part of rebranding our firm – the presentation of our name. In print, it had been properly expressed as BrandLogic. Now, we’ve made it one contiguous word: Brandlogic. Why is that important? It has to do with what a name communicates to the marketplace and what it says about the organization.

In our case, we have two pieces of information that we need to get across. First, that we are at our core a brand consultancy, and second, our credo: Ideas that Drive Performance. The name of the firm itself does a good job of accomplishing that, but it came across as two separate thoughts simply because of that capital L. Often, clients would split it apart: Brand Logic. It altered the perception of who we are and what we do, in a subtle, almost subliminal way. The reality is that “Brandlogic” is and always has been a seamless idea. Changing how we write it reinforces that thought.

Even the construction of the name carries a message. Leading with “Brand” reinforces our core competency. We are not “Logicbrand.” Roll that around your tongue for a bit; reversing the order conveys a different impression, doesn’t it? The use of the word “logic” as part of the name also is deliberate: it emphasizes that our work is not based on gut instinct, best guesses or flavor-of-the-month trends. There is reason behind all that we do. The name also shows that we are both creative and grounded in practicality. The business we’re in is immediately apparent from the name.

The world is full of names that are, frankly, little more than pleasant sounds. Altria is in the business of tobacco and wine. Nuvis? A camera. Nubira? A car. Could any of these have been guessed from the name alone? Contrast this with names that evoke compelling imagery. One of our clients – Javia by ARAMARK – has a particularly good name. They’re in the business of office refreshments. They sell coffee. The name alone is so evocative you can practically smell the roasting beans. Acela is another great example: it’s the name of Amtrak’s high-speed train. That name suggests speed and a clean, contemporary image.

Next time you look at a name give it some thought. Does it really tell you anything? How does its expression change your impression of the company or product?

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