Page 27 - Branding Yourself and Your Business

12

KEEP BRAND NAMES AND COMPANY

NAMES SEPARATE

Brand names should always take priority over the company name.
When consumers go shopping, they go looking for brands they
do not go looking for companies. Think about
when you are at the supermarket. How many company names do you
see on a product? Most likely, you do not even notice it even though it
might be there. As consumers, we have been well trained to look for
the brand name. If you decide to put your company name on a prod-
uct, make sure that the font size is smaller than that of the brand
name. Never forget that you are selling a brand first.
While you will be the head of your company, it is important for
you to remember that consumers do not see things the same as
you. While you have to try to make the company as successful as
possible and that is your main concern, consumers are more
worried about the brand name. Nobody says they are going to go to
the supermarket to buy some Procter & Gamble laundry soap, they
say that they are going to buy Tide. However, to help build your
brand include the company name somewhere on the packaging.

A problem can arise if consumers start using both your company
name and the brand name to identify your product. This is a failure of
your branding strategy. For whatever reason, the brand name has