By Jonathan PostonIf business "branding" were as simple as its namesake might lead us to believe, then it would just be a matter of heating up the iron and swiftly searing it deeply into the hides of the jumpy target market. Effectively branding businesses involves tagging targets who, unlike their four-legged friends, have already been lashed with hundreds of hot pokers from more established ten-gallon hat ranchers. But, with a steady hand, and a solid grasp of effective technique, there's still room among the herds for new firebrands to make their mark.
Here are three rules to follow before heating up the branding irons.
1) Brand names aren't everything, but there are caveats to keep in mind when choosing one. Some marketing firms, perhaps the ones that like to charge 10-20k to conjure out of thin air a slick new name for their clients, will say a name can make or break a business. While partially true, it's not everything. But here's the part that is important: Select a name thatRead More »from Three Big Rules for Burning a Solid Brand