If your brand isn’t reaching the potential you think it should, perhaps it’s time for a brand audit. Specifically, take a long, hard look at the name of your brand. See if it suffers from one or more of these Five Fatal Flaws:
Flaw 1: Your brand has a boring, generic, descriptive name.
It blends in with a crowded field of weakly-named competitor brands. If you want people to notice, pay attention to, and care about your brand, you must not act out of fear. Don’t be ruled by FOSO (Fear of Standing Out) — be bold and unafraid!
Flaw 2: Your brand name is an invented mash-up with no meaning.
Don’t be fooled into thinking that the semantic meaning of individual morphemes translates into real-world brand engagement. It doesn’t. Such names may technically (linguistically) have “meaning,” but, like snowflakes in a blizzard, they are not meaningful.
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