March 31, 2015

Creating a brand name and identity

It’s said that ‘people remember only 20 percent of what they read and 10 percent of what they hear, but retain 80 percent of what they see’*. This is a high percentage, and too crucial to disregard. Visuals you present to your audience, which include brand name, are extremely important make no mistake about it. This makes it even more important for a new events company to have an eye-catching and unique image that stands out from the crowd. When creating a brand for an event there are many things to keep in mind in order to make it memorable.

Brand Name
I guess naming your event company is similar to naming a child. Once the baby is named, you’d like the child’s name to have character and personality without going to the extreme. Some names are strictly fads, and should be treated as such. You may recall a decade ago when babies were named Chardonnay thanks to Footballers Wives (I think I just dated myself there). The name given is likely there for life. Just imagine if you name your child Hashtag (which has happened!), and in 7 years from now things have moved on, with Hashtag being like MySpace, a thing of the past. That wouldn’t look pretty for you.

The name shouldn’t be more than three words (easy to remember). You may have a magnificent name for your events company such as Antidisestablishmentarianism……. if thats the case, A, don’t do that, and B make it short and memorable. Research your market and see what names are out there, and you’ll soon realise which direction to do into for the name. Also, when creating the name, imagine typing the name into your Google search tab. If it feels long and laborious typing it, it shouldn’t be the name.

Think of something unique and outside the box. An idea for name creation could be to blend two separate entities, such as a colour and an animal. You could go with Blue Bear, Yellow Elephant or Purple Pingu (yep, I said it).

When naming, consider what type of emotion do you want to create in the mind of the reader. It’ll reflect on the business. If you want to convey an image to attract an affluent ensure the words used are to the point and in a couple of words. If you’re looking to convey an image of creative fun and energy, you’ll usually have free rein to spread your wings and create a name like White Lightning or The Great Yellow Tree. All can include local influences. For example if you’re based by Upton Park in East London, you could include Hammer or the colour purple.

Keep in mind
Do not misspell, it shows unprofessionalism unless it’s intentional, with an exception being FCUK.
Creating unique words are charmful and interesting. Check for for copyrights and trademarks. The last thing you want is legal action as a result of negligence.

Brand Identity
Aesthetics are as important as anything else. Customers remember McDonald’s golden arches, the Nike tick and the bitten apple ….. from Apple. While the design of the brand can be done in-house, if this option isn’t available to you it may be worthwhile hiring a graphic designer to create an ‘image’ for the company. Hiring someone outside the business might be a little expensive, however, utilising someone outside the business to generate ideas is valuable since you can gain new perspectives.

When creating the visuals for your brand, you may have a lorry load of ideas. A primary rule is to make sure you never overload visuals! It’ll distract from the point of the visuals as well the brand logo itself. It’s understandable as to why you’d like to include ideas that are ‘in vogue’, however, trends come and go. The last thing you’d want is an outdated concept in the face of your potential customers. Simplicity is always the best policy. Sure you can jazz it up, but remember this is a long-term decision.

Think of your brands image as a Tinder profile. The viewer will make the decision to swipe left or right in a matter of seconds. Ensuring that the first image they see is attractive, clean and memorable. Once this is done, the more likely people will be to swipe right, or in a brand’s case, click on the website, walk into a store, and ultimately remember you.


Raj Jilka