Essential issues for choosing the core branding elements for any venture, i.e., logo, name, slogan or tagline, etc. Adapted from the MBA-level "Branding & Promotion" class I taught at St. Edward's University in Austin, Texas.

1. Brand Element Basics
Steve Guengerich, BroadBrush Ventures
December 2015
www.BroadBrushVentures.com

2. Choosing Brand Elements
The test of the brand building ability of a brand
element is:
what consumers would think or feel about
the product if they knew only that particular
brand element and not anything else about
the product nor how else it would be
branded or marketed.

3. Brand Elements
O Names
O URLs
O Logos and symbols
O Characters and spokespersons
O Slogans (i.e., taglines, derivation of mantra)
O Jingles
O Packaging and signage

4. Even “the best”
occasionally make a
branding
goof…even if they
later claim it wasn’t

5. Brand Name Guidelines
O Awarenesss
O Simplicity
O Ease of pronunciation
O Clear
O Understandable
O Unambiguous
O Ease of spelling
O Alliteration
O Rhythm, etc…

6. Brand Name Guidelines
O Awareness (cont.)
O Familiarity and meaningfulness
O Differentiated, distinctive, unique
O Associations
O Names with strong associations reinforce key
attributes & benefits
O BUT, positioning can become very strong and
changing it can be lengthy and expensive!

7. Brand Names - Process
1. Define objectives
2. Generate names, via multiple sources
3. Screen initial candidates
4. Study candidate names
5. Research final candidates
6. Select final names

8. Brand Names - Sources
a. Company management & employee
b. Existing or potential customers (including
supply / distribution chain)
c. Ad /creative agencies
d. Professional name/brand consultants
e. Computer-based naming companies/apps
f. Contests

9. Brand Names - Screening
Eliminate names that:
O Have unintentional double-meaning
O Are unpronounceable, already in use, or too
close to an existing name
O Have obvious legal implications
O Represent an obvious contradiction of the
positioning

10. URL Guidelines
O Similarity to brand name
O Careful about being too generic!
O Legitimate screening criterion for name
O Cost
O Extensions
O Tracking
O International
O Legal

11. Brand value can be
a significant share
of your firm’s
balance sheet
“goodwill” and
merits paying for…

12. Logo & Symbol Guidelines
O Wordmarks
O Literal representations
O Pictorial
O Physical elements of the product or
company
O Abstract

13. Logo & Symbol - Benefits
1. Easily recognized
2. Versatility
3. Substitute for long names
4. Easier to adapt / keep contemporary

15. Example-Step 1:
mobile software
startup Appconomy
evaluated branding
of competing apps

16. Step 2: initial set of
shapes/colors/
fonts from referring
sources were
chosen & down-
selected

17. Step 3: focus on
shapes (B&W only)
and narrowing on
simple, unique,
original imagery

18. Step 4: further
narrowing on
images with the
addition of color &
fonts – TIME to
CHOOSE a concept!

19. Step 5: micro-
tailoring of concept
elements, e.g.,
mouth, headwear,
neckwear, color

20. Step 6: finalized
logo, both symbol &
wordmark. NOTE:
app name changed
from Jinnang to
Jinjin in-process

21. Character & Spokesperson - Benefits
1. Enhance likeability
2. Fun & interesting
3. Ease formation of brand relationships
4. In the case of characters v. people, they
don’t:
O Grow old
O Demand pay raises
O Risk other human conditions (w/ exceptions!)
NOTE: use care to avoid overwhelming the brand

24. Slogan & Jingle - Benefits
1. Can build both awareness (jingles especially)
& image
2. Contain product-related messages &
meaning
3. Easy to update, but when doing so, ask:
O What is contribution to brand equity
O How much is it needed, if at all?
O Able to retain needed/desired existing equities?

25. Packaging Guidelines
Must accomplish the following:
O Identify the brand
O Convey descriptive & persuasive information
O Facilitate product transportation &
protection
O Assist in at-home storage
O Aid product consumption

26. Packaging - Benefits
1. Awareness – color, shape, etc.
2. Demand – packaging changes can have
immediate impact on customer shopping
behavior, sales volume, margins
3. Customer persona – intro of larger &
smaller packaging can expand share into
new personas
4. New product launch – first encounter with
the brand

27. Branding: Trademark Protection
Name Type Description Example
Fanciful Made-up word with no inherent
meaning
Kodak
Arbitrary Actual word, but not associated with
product
Camel
Suggestive Actual word, evocative of product
feature or benefit
Eveready
Descriptive Common word protected only with
secondary meaning (usually proven
through public’s attachment to mark)
Ivory
Generic Word synonymous with product
category
Aspirin

28. Contact
Steve Guengerich
IamSteveG.com
@SGuengerich
Latest book, Naturally Caffeinated (2015)
O 5-star rated on Amazon, bit.ly/ncamzn
O 200 pp. of lessons from 70 entrepreneurs