Whether you're a multinational conglomerate or a one-person shop in Kalamazoo, you are a brand. That means you're subject to the same brand demands as Apple, Coca Cola, and General Motors, only with an infinitesimal sliver of their marketing and advertising budgets.
You've got to do the same things they had to do – come up with a unique name, a catchy tag-line, an easily identifiable logo. More important, you've got to establish a unique identity and stick to it.
You know what? You're probably going to screw up - at least a little. Cheer up - it's normal, plenty of others have, including some of the biggest brands in the world. OR you can read this and learn from their mistakes.
Dumb branding mistake #1: Names matter
Choosing the right name for your business seems simple enough. But the road to marketing success is littered with the corpses of unintentionally amusing names [fair warning - this link contains risque jokes]. Take, for example, PMS Mortgage, STD Flea Market, or the MammothRead More »from Four Dumb Branding Mistakes To Avoid