Seven name types ranked from weakest to strongest.

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Quite often I see a local retailer or service provider adopt a type face that’s fairly unique as their logo. There’s quite an array of these semi-obscure faces available through sign companies and printers.

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Branding is first a strategic process. The outcome of this process is a brand. Whether you are branding a company (and that should probably be the first thing you brand) or a product, service or event, it begins with an assessment of the environment.

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There are several approaches to differentiating your business, product or service. As mentioned previously, looking inside at your strengths, your corporate culture and your vision, mission and values is a good place to start.
Then overlay that core with a look at competitive activity and consumer perceptions to see what positions are already taken by competitors [...]

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If you’re doing commerce on the Internet – either direct sales of merchandise or information, or promotions to gain customers for your services – branding does count. The emphasis may not be the same as in a brick and mortar emporium. The perspective may be slightly skewed from “normal”. But branding does count.

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As I spend some time discoursing on brand differentiation, I thought readers might like an authoritative source on the subject.

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Many entrepreneurs say they aren’t ready to spend time and money to brand their new bootstrap business. Not yet anyway. Their approach to branding is “we’ll do it once cash is flowing and the important huddles are behind us.”

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In building a brand platform from which your branding strategies, decisions, elements and activities will arise; the most significant plank is probably the way you plan to differentiate your brand.

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We encouraged clients to do corporate identity campaigns. It was good for them and for the agency – we got to place these ads in Fortune, Forbes and Business Week, so we got agency recognition as well as pretty large commissions.

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Naming can be tricky. Especially when you’re branding with a coined word name. Here’s an example: there’s a prescription drug on the market that’s pronounced acifex, according to the voice-over in the commercial. Yet it’s spelled AcipHex.

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