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Brand Identity - What If You Trademarked the Name BobĀ®?

      I bet you'd make a lot of money. Each time a Bob wrote his name, you'd get a check in the mail. Even when a Bob signed his checks, you'd make money. But if you think about it, bob is a brand identity. When you think of a Bob, what do you think of? Most likely, you imagine an average Joe. An everyday man. But then if you think of a specific Bob you know, the name Bob takes on a different meaning. Ever notice that? You can use the same name while addressing different people, but the name takes on a different meaning when you think of the specific person.

     For example, my name is Jim. I prefer Jim. Most likely because when I'm called Jimmy, I picture a young neighborhood kid who lost his dog. Or I think of Jimmy Olsen. The young do-gooder in the movies is always a Jimmy. Or he's the kid in the hospital the baseball player has to hit a home run for. 
    Now when I think of a Jack, it's a wisecracker. How 'bout Joey? I hear it with a Brooklyn accent, aay Joey, what's doin'?
    That brings me back to Bob. What make a Bob more than a Bob? There's a big difference between a Bob DeNiro and Bob Newhart and Bob Dyan. How about Steve Jobs and Steve Wozniak?  It's the meaning the person brings to the name that counts. Imagine the challenge that faced Engelbert Humperdink?
    So, what's my point? A name is a name by default until it's given an alternate meaning. That's how you approach branding the name of your company. When you send out a communication, also add meaning to it. In other words, when you pass the mashed potatoes put some gravy on them.  It's the same when when you as a person send out a communication, you add meaning to it. Otherwise, your name remains nameless. You're just another Bob. 
    When people think of branding, they mostly think of graphics. But, there's more to branding than graphics. The graphics are used to support the meaning. Think of the graphics as the clothes Bob wears. The first step we may take with a client is to see what their business is wearing graphically. We make sure everything is clean and matches. Then we work on what they're saying and how they're saying it. Our goal is to get Bob a date for the prom (the prom being sales:-). 
    Even though branding can be a challenge, you can build a strong brand keeping this concept in mind. So don't worry; be happy (Bobby Mcferrin). You'll do great!