Seeing as we are a full service communications agency, we often put ourselves in a position where we assess the key messages and different branding strategies our clients use at face value. How would a potential customer feel about the colour of your logo? The phrasing of your mission statement? Or even your display picture on Twitter? Often, said clients spend so much time being saturated in branding habits they have developed that they fail to make room for different interpretations. You see, we can fix that. Sometimes this means being blunt and breaking your heart by telling you that, "Bob's Awesome Palace of Drinks and Fun Times" is a terrible name for a martini lounge...
Names! There's one for you. I apologize but there are just so many terrible and misleading company names out there. If you're a company trying to rise above the competition, your name would be a good place to start. One of the most important lessons I learned in my first year communications course during my undergrad was "We all judge the book by its cover". If the only exposure some of your potential clients have is a 4 second drive by; your logo, ad or storefront will be the deal braker! No one will give a chance if their first impression is terrible. When was the last time you thought, "Oh, well that logo looks terrible, the colours are bad, the message in awkward but heck- I'll buy that shirt because there might be more to it." Never!
This post was inspired by some signage I saw on my walk in this morning. 'Sinful Pleasures', my first thought: "Wow, this is an odd place for a sex shop..."only it wasn't a sex shop, it was a catering company. Really? Not only would I have never know that if I didn't walk closer to read the small print, but now that I know it's a catering company I have no desire to order food from them. I mean it could be great food, but why take the risk when Chef Antonio's Full Service Catering is just down the street? So please, ask people what they think about your name, branding and colour scheme. Or better yet, ask a professional!
Put it this way: if you're a Day Care but your name has people assume you're a Military Boot Camp...Houston, we've got a problem.