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Mona Lisa Your Branding |
by:
Sean D'Souza |
Have you mistakenly trained your branding to fall over and play dead? Do you know how to use psychology to create branding that lights up withvoltage ofthousand neon bulbs? And can you play Scrooge with your budget, yet get huge branding mileage? And if so, how? Read on and find out how you can beLeonardo Da Vinci with your brand!
It’s Raining threezerozerozero+ MessagesDay!
I havefriend. Let’s call him Eugene. Partly because that’s his real name. Eugene positions himself aspitch manager. Very effectively, he shows CEOs and executives (who make pitches for new and existing business) how they can use simple steps to getpowerful presentation across.
Eugene hadproblem that all of us do. His brand (or his company’s brand) was just one of three thousand new messages that bamboozle us every day through various media. To get his name welded in his customer’s brain was like being onrocking chair. You feelmovement, but you go nowhere. Eugene’s brand was going places, but it wasslow tedious process.
He needed to get some prime real estate in his customer’s brain really quickly and withoutbenefit of Daddy Warbucks’ deep pockets. All he had to do was get their attention…
onethree Boxes. Does That Get Your Attention?
Doesn’t your brain go nuts wanting to ask what issignificance of onethree boxes? That’snew brand name of Eugene’s company. Can you see that immediately catching your attention? The brain is dying to knowsignificance of this strange sounding set of words. And it won’t let go till it getsanswer!
In this caseanswer is simple. Eugene hassystem of onethree boxes in his training process that takes you fromstart of your presentation tofinal crescendo. The onethree boxes formstructure androute you must follow to get results.
His company brand could be something like XYZ Training or have his own name (like accountants and law firms do) but why on earth would that excite his customer’s brain?
Another Branding Example called KeyGhost...
Here’s another example of vivid psychological branding called KeyGhost. KeyGhost ispowerful but simplistic device that monitors every keystroke on your keyboard. This spy-like product evadesscrutiny ofunobservant eye. A name like KeyGhost immediately rufflesbrain forcing it to stop what it’s doing. Then it drives all its attention indirection of this unusual sounding product.
This is exactly what you need. Once you’ve gotspotlight-hogging brand name, you start to owntiny part of your customer’s brain that is yours to keep forever.
Forever Starts WithTrigger…
A trigger called Curiosity! Curiosity soundsdeafening red alert in every neuron ofbrain. The brain is at its curious best when faced with something that seems irregular or uncommon in some way.
If your brand name doesn’t createcuriosity factor, you’re wasting gobs of money to just trying to cut throughcommunication clutter. The sooner you get psychological exclamation marks into your brand name,sooner you getattention you crave for.
But What If You HaveBoring Company Name That You’re Stuck With?
Hey it happens! You inheritedbrand name and there’s not much you can do with it withoutshareholders going for your jugular. Well don’t fret. First you’ve got to realise that branding is not restricted to just your company name. A process/product that your company has or follows could become bigger thancompany itself.
Look For The Power Of Your Processes…
With Eugene, his process was sitting under his nose all along. Incase of onethree Boxes, it’s quite easy to draw updramatic scenario of how onethree boxes can get you out of your ‘box’ and give you immense confidence in your presentation skills. In his case, though,process actually definedcompany.
With KeyGhost, it’scinch to describe howhardware works just likeghost and yet link it back to your keyboard and computer.
You can beaccounting firm withcompany name like “Boring, Dead and Co.” and still brand your prize-winning process and call it ‘Goodbye Extra Tax’ or ‘Corporate Loopholes.’
Do you think your clients will see you inbetter light? You bet they will! So get going, get out and get working on your brand naming canvas right away!
Nonsensical Names Work Too…
One Red Dog, The Loaded Hog and other such names floutbasic principles of process and logic. Yet they seem to work powerful imagery onbrand name. It’sstory that goes with it that createssense of immortality and distinctiveness aroundbrand.
Even if you choose to havename that means very little and can drum upstory to match it, you’ve got yourselfwinner. Which place would you rather frequent? 'One Red Dog' or 'Joe’s Café?' Withvivid name you’ve gotopportunity to weavestory -- evenstory that you made up all by yourself!
Shazaam! It’s Branding With Drama!
Don’t just Mona Lisa your brand. Put some Shakespeare in it as well. Pushlimits of your brand name and make itaction tool. For example, onethree boxes could be presented as onethree different boxes placed onCEO’s desk. Can you visualisecuriosity factor? What ifboxes were different shapes and different colours? Can you seewebsite name? The t-shirt design? The ad on TV? Can you see how extendablepicturesque brand name can be?
Go ahead; makeeffort to Mona Lisa your brand name.
You’ll make Leonardo really proud of you!
Aboutauthor:
Wouldn't you love to stumble uponsecret library of small business ideas? Find simple, yet electrifying ideas on marketing strategy,psychological tactics and branding. Judge for yourself when you read these small business ideas
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