Brand names. Product names. Brand sub-names. There is mega money to be made in creating brand names. And very often when some corporation or other re-brands, we hear all about the fortunes spent and the rationale. Usually the mainstream press also then write about what a waste of money it all is.
And as a consumer I do find it all quite confusing too. I am still not sure why Aviva is a better name that Norwich Union for an insurance company. Or Centrica is a better name for British Gas. Or Elton John for Reginald Dwight. Well, ok maybe the last one I do as Reginald is not very rock and roll.
At least with British Gas you knew what they did, so not sure why something link British Gas Holdings may have been cheaper, easier and more simple to reflect their new expanded interests
The re-branding bug gets everywhere. And many times it feels like it is used to fix a problem, rather than companies actually addressing the real issue: like getting on with making the brand stand for something clear and differentiated. For a branding change alone will not make any difference unless the product or service changes with it - and the user or consumer sees or experiences that change. Then it is real rather than just changing the name. That actually being more important overall.
In our offices in the UK and France, some well meaning person (or committee) has taken it upon themselves to re-brand all the meeting rooms. So now no-one (well at least me) has any idea where any meeting is being held. This illustrated to me some of the key principles to a brand name.
Previously our meeting rooms were clear and easy to find. They were called things like P010 or A433. The letter told you which building it was in, the 1st number what floor and the last two the room. They called a spade a spade. You knew exactly what it was and what it was for (or in this case where it was). As there were many visitors, and they were not going to spend time educating and communicating where rooms were - they were great names.
Now as they want to reflect a more global nature and spirit of the business, they are called London, Rome, Sao Paulo, Dusseldorf, New Brunswick (I kid you not), Sydney and so on. Now I have no clue where any meeting is.
To make it worse neither the rooms nor the doors are decorated based on the city (would love to see the New Brunswick one!). And no education is given other than an online map somewhere on the intranet.
Some great lessons in branding!
- call your spade a spade if you need people to understand what it is offering if you need easy straightforward comprehension.
- if you want to add something more emotive, emotional or add attributes to your brand then changing or giving it a name that is not obvious and clear and expecting it to come through just a name change is unrealistic. You will need to spend and invest to associate it with what you are offering, ensure you deliver it through the entire experience, and make sure your target gets it and associates it with the name. Just as I need to learn that New Brunswick is what P010 has now become.
- a change in name will not solve any more fundamental problems in your business or brand. Make sure you focus on the real issues not just the easy ones.
Thoughts?
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