Did you know the name Apple was inspired while Steve Jobs was pruning Gravenstein apple trees on his friend’s orchard? According to the recent Steve Jobs biography, Apple Computer could have just as easily been called Personal Computing International. Had it been, who knows if it would have met with the same iconic success.

The Apple name, along with others such as Virgin and The Gap are not immediately intuitive because they evoke something about the company’s unique positioning. And they are risky. If you think about it, the word virgin has negative connotations, especially for an airline: new, untested, and young to list a few. The naysayers in the boardroom would certainly pick these out as an argument against such a name. Those with a different vision might say it perfectly captures the spirit of a new entrant into a category dominated by sameness and mediocrity. When you think of the possibilities for a positive disruption to the airline (and others) business, ‘virgin’ could also mean new, fresh, energetic, willing and young.

Naming success in this case is all about how the name is defined in the minds of the consumer, and creating a link between the name and the company’s positioning.

Evocative names are some of the most exciting to create, but the reality is, they are only one type of name, and admittedly, not all types are as exciting. Why? There are many variables that go into determining the right name for a company or product: What industry is it? Does it need to be descriptive; What is the personality of the firm?; Are there any legal or regulatory considerations that need to be conformed to? These are just a few of the things that need to be considered when we are doing naming for our clients.

Truth is, a name can come from anywhere and anyone. Yes, you can name your own company, but what you are missing is an exhaustive search and a deeper development past the obvious names, and in the process, perhaps even validation for an earlier inspiration. In seeking name options for our clients at Industrial Brand we pursue multiple streams of naming types. We may explore functional names that are merely descriptive of what the company does or sells, made up names, hybrids composed of two or more words, evocative names such as those mentioned above and any number of other name types in our quest to fully explore all the options. The quantity of names generated cannot be underestimated—it is in fact crucial.

It is at this point that engaging a firm experienced with naming adds the most value. Finding the best name is only partially about generating options. Sorting and filtering the names down to a select shortlist requires experience and skill, and objective analysis. Subjective analysis should not come into this process. “I don’t like it” or “This reminds me of…” are not relevant here and are not representative of how the target audience may see it. The goal is to land on something that will resonate with the market and support your goals for the company.

At Industrial Brand we don’t attempt naming for a client without first doing extensive research into the client’s industry, their organization and competition. Armed with this, and the raw names we generated, we can then begin to filter them.

We use a nine point matrix to score each name on a scale. Some of the elements we scrutinize are as simple as appearance and sound: Does it look good?; Are there any awkward letter combinations, etc.?; Does it sound good when spoken?; Will it be easy to mispronounce or be misheard?; Is it a word that’s uncommon or hard to spell (by the way, not always a bad thing)?

Other filters are more complex to analyze: Things such as how much meaning the name has, and how deeply layered other meanings are, distinctiveness within the industry and from the competition and whether the name is flat and lifeless or energetic. Is it corporate and impersonal, or genuine and warm?—there’s a reason and fit for each.

Ultimately though, the name has to be available. Canada only, USA, Global? The wider the reach, the more complex and less likely it will be that the chosen name is available. In addition, finding a suitable URL is vitally important today. In fact, we’ve had clients whose priority was owning the root name dot com URL for the company, so that dictated the name they ultimately selected.

We’ve had to get creative with URL selection and consider what URL is available for chosen names before presenting options to the client. If it seems there’s a possibility for acquisition of a desired URL, then we will keep the name under consideration. Ideally, we want the .ca, .com, .co, .net and any other domains that are relevant to the client.

Finally, working with an intellectual property specialist to ensure rights and ownership of a trademark name is almost always advisable. This applies to the name as well as the final logo created. A good trademark lawyer will also suggest options and advise modifications to avoid potential conflict. Considering the money, time and effort that will be invested in turning the name into your brand, ensuring legal ownership at the outset is a must. No one wants to receive an unexpected cease and desist letter even part way down the rebranding road.

As a recent article about naming your child suggested, the name you give your offspring can determine their success later in life. While it seems implausible to imagine that the difference between “Steve”, “Mike” or “Larry” would matter all that much to your kid’s success, when you think about it in terms of your business, it’s not all that hard to envision that the choices you make at the start do have a magnifying effect on the trajectory of your enterprise.

It is doubtful that Steve Jobs, arrogant and visionary though he was, could ever have initially seen the company he named Apple ascend to such a massive and industry-dominating place in the world. Or maybe he did? Regardless, that name was the right choice, and the fit with the people, products, values and vision created a distinction that propelled the company to mythic status.

WHERE

With a coveted location atop Burnaby Mountain in the heart of UniverCity, a progressive community modelled on sustainability, Porte Development had a unique story to tell prospective buyers.

IDEAS

We were part of an integrated team comprised of the developer, the architects, interior designers and the sales/marketing team. Following envisioning sessions and a research and discovery phase to compile information and insights about Burnaby Mountain and the project, our first task was naming. “Origin” speaks to the natural setting as much as it does the genesis of new approach to living that is embedded in the planning of this sustainable community.

Original photography was given a collage-like effect to evoke the idea of unique and varied perspectives. This was brought to life using the tagline “View Different”, as much about taking a second and third look at where you want to live as to how. The spectacular view from atop the mountain, fresh air, forested trails and proximity to town are just a few of the reasons to believe!

The new identity was applied to the interior and exterior of the sales presentation centre, signage, website, brochures, advertising and other collateral to create a consistent and seamless brand experience.

WORK

With a look that retains eye-catching prominence, yet respects the natural setting, by all accounts feedback has been extremely positive. Considering the project has sold 40 percent of available units within three weeks of the sales centre opening, it’s evident of a successful marketing launch.

Launch website: liveorigin.com

WHERE

When Amacon, a prominent Canadian real estate developer, wanted to really differentiate their latest condo project at East 7th and Main Street in Vancouver they also wanted to stray away from the same-same, me too approach that this city has been overrun with. They asked Industrial Brand to help them break free and capture the essence of the neighbourhood.

IDEAS

Before we started with the naming portion of the project we established that to stand out we needed to link to the history of the site and culture of the area, a Collective created by the souls and actions of its residents: shops, food, art, architecture, and events made by the aggregate of their ideas and values. And most importantly, we had to be genuine. This meant tossing out overused words, phrases and adjectives such as urban, spacious, luxury, incredible, spectacular and legendary!

We created the name District for the project to bring to mind the name of a favourite bar, restaurant or shop as much as to define the area within the neighbourhood. In fact, even elements for the logo were found on the street, including on tree grates.

WORK

Since we work and live in the area already, we geared up with our cameras and set out to capture the people, places and things that make Main Street, well, Main Street. We did this several times throughout the project and many of these images have been used throughout the materials.

Speaking of which, these included: stationery, teaser and launch websites, email template, twitter site branding, promotional brochure and advertising. In addition, we developed all the site singage including giant 40’ x 2-’ billboards, the presentation centre exterior signage and interior branding and messaging.

In a market still recovering from the recent economic downturn, the project was 94% sold on the opening day. The balance sold within a week, leading the way for the developer to expand the project to the planned second building much earlier than expected. A success by all measures, and sure to be a great place to live shortly.

Launch website: southmaindistrict.com

“We at Amacon have had the pleasure of working with Ben, Mark and the IB team since the spring of 2009. We began our relationship with IB on a project called District in South Main. This was a different project than most as it was in a somewhat undeveloped neighborhood and we knew we needed to go “outside of the box” to appeal to our target market. IB provided creative and insightful ideas and presentation thus leading to great success. We since continued our relationship on completely different projects but without disappointment IB has continued to deliver. They pride themselves on creativity and hard work which has paved they way for their great success!” – Nic Jensen, Sales and Marketing Manager.

Your corporate message consists of who you are, what you are selling and what differentiates you from your competitors. It is communicated to your target audience, the people who are going to purchase your product or service via many different avenues. They include your company name, your tagline, website, verbally in person, advertising and signage – to mention just a few.

Is your company communicating the right message, to the right audience in the right way that will assist in closing the sale? You may be asking your self “is what I am saying too much, too little or even the right kind of language for my audience to understand”?

To best answer these questions I am going to show a few examples that will hopefully help in answering your questions or may spark new questions that will lead to a clearer and more effective corporate message for your company.

There is nothing wrong on first look at this following sign for a wholesaler of fresh and frozen poultry, meat and seafood.

When I first saw this sign I was excited, it was local to where I lived and the thought of buying wholesale appealed to me. Then I read the rest of the sign. Suddenly I was not too enthused.

The fact they also make dog food put the quality of the meat into question and was an instant turn off (although I was excited about photographing it for this article).

Joking aside, there is nothing wrong with this sign if it communicates effectively to their target audience. I am obviously not their target audience.

It is unrealistic to think that your corporate message will resonate with everyone, it will not. Focus your time and efforts on having it communicate effectively with your target audience.

Once you have defined who your audience is, create a user profile of them. Are they male or female, age, sexual preference, nationality, income bracket, education, what do they do in their spare time, what do they wear, what vehicle do they drive, are they married, have kids or have pets. The best way to understand your target audience is to talk with them. Find out what type of language (verbal and pictorial) communicates effectively to them.

Unless you are a very skilled communicator and writer, hire a professional to help you sculpt the right messaging. I believe the person who created the ‘Ass Fruit’ sign at the top of this article could have used some professional assistance. I am quite confident that they are not actually selling Ass Fruit (even though it seems like a good bargain at only a dollar per bag) and that even the clientele of this Asian grocery store wouldn’t buy this product… although I may be wrong.

This following sign successfully communicates it’s message effectively. It is for an electricity company, and they are warning you not to enter the designated area.

It doesn’t get much clearer than that. But, what if you don’t read English? The company accompanied the wording with an image that clearly communicates the message to all non-English readers and even accentuates the message to those who understood the written message.

In summary, they are saying – Don’t. It will hurt. A lot.

As we live in a fast paced society you only have a few seconds to impress someone. As your company name is often the first point of contact you want it to impress right off the start.

It is similar to being in a book shop and looking at all the book covers, wondering which one to purchase. Does the title grab you, does the image entice you and is the author someone you have previously heard of? These are all hooks to have the ‘potential’ buyer turn the book over to read more about the book, before committing to buy or to move onto the next book.

This is why it is critical to have a company name that is aligned with your corporate message. If you are going to open a restaurant you wouldn’t want a name that is off putting. Like this one:

Would you like your food to have a lingering flavor in your mouth (I wonder if they charge a premium for this)?

Your message has to be truthful and honest. If you are claiming that you have the best, fastest, cheapest widget in the world you better deliver. Because if you don’t people are unlikely to be a return customer. Additionally, they are likely to communicate their disappointment with friends, family and colleges, spreading a negative brand association with your company. This alone can cripple a company.

The following company is promising in it’s name that it sells the ‘best’ pizza. Firstly, would you eat there and secondly, do you really think it would be the best pizza of your life?

There is a lot of work that has to be undertaken in creating the right corporate message. Also, once you have perfected it, the market may shift and you may have to adapt your message and your whole communication platform. But where do you start?

My suggestion is to consider the following questions:

• Who are you and what is your story?
• What are you selling?
• Who are you selling it to?
• Why should they care?
• Who is your competition?
• How do they communicate about their product or services?
• What differentiates you from your competition?

From your research and answers start to think about your corporate messaging. Hire a professional branding and communication company to help you get it right. There will obviously be an expense for this. But, if it can prevent your ass fruit from having a lingering flavour, then it may be the best investment your business will ever make.

WHERE

If you know what the difference between grilling and barbequing is, then you probably also know who Rockin’ Ronnie Shewchuk is. He’s the author of BBQ Secrets, Planking Secrets and BBQ Secrets Deluxe and a highly regarded competition barbeque champ. Ron and his team, the Buttshredders, made barbeque history in 2001 when they became the only Canadian team to ever win a USA-based barbeque competition in a stunning upset at the Oregon State Open Barbecque Championships.

Not too long ago Ronnie teamed up with veteran hot sauce maestro Denzel Sandberg of Denzel’s Hot Sauce to craft a line of barbeque sauces. Recognizing the need to create a brand and packaging of the same award-winning calibre as the contents, Ronnie and Denzel turned to Industrial Brand.

IDEAS

Our first move was to have lunch with Ronnie at a local Brazilian all-meat buffet. Our second was to have brunch with Ronnie and Denzel at a cajun place where we also sampled a new sauce they were playing around with (had to order an extra side of potatoes to test that out on!).

Both Ronnie and Denzel are award winning champions in their respective areas, and their sauces had already won prestigious international awards. In addition, the sauces are made of all natural ingredients with no additives or preservatives. It seemed only “natural” to brand the sauces as “Ronnie & Denzel’s Natural Champions”.

Following an intensive review of both the local and international barbeque sauce market, we determined the packaging needed to address the premium contents and price point to give consumers the reassurance that they were getting fantastic sauce value. We needed to do this without resorting to gimmickry or straying too far from a traditional bbq feel.

We achieved this while also working within the Canadian Food Inspection Agency’s (CFIA) rather stringent labeling laws and utilizing the existing bottle form factor and the client’s current labeling printer and machinery.

WORK

The result, aside from constant and immediate urges to fire up our office Weber Smokey Mountain Cooker, is a brand that is uniquely Ronnie & Denzel’s, applied to a line of sauces that dramatically captures the essence of the high quality ingredients and obvious passion and talent of its creators.

The impression is of a sauce worthy of the price that doesn’t abandon the equity of Ronnie or Denzel or the essential smokey, wood-fueled tradition of meat glorification that is real southern barbeque. These are bottles that inspire you to fire up the coals (or turn on your grill).

WHERE

Following the launch of the Industrial Brand blog in 2004 we quickly realized that food and drink was so much a part of our lives it warranted the creation of a completely separate venue for the topic. Thus, in January 2005 we launched “In The Kitchen: Gastronomic adventures and insights from the minds at Industrial Brand Creative”. With a focus on food and dining in Vancouver, the blog also chronicled subjects of general food and cooking-related interest in both daily briefs and longer articles.

Once we started inviting others from our peer group into the fold to write on the blog, over time it became apparent that it had outgrown its life as merely an extension of Industrial Brand. As such, we set out to create an new identity for the blog, one which would give it independence and more accurately reflect the vibe of its many contributors.

IDEAS

The first task was to create a new name. Brainstorming with our core contributors many options emerged, some serious and others either hilarious or inappropriate since we wished to be regarded as a credible source of food and related information. Having identified our key message as “We’re so passionate about food we worship it”, the name Foodists was decided upon. Foodists links our passion for food to something akin to the level of worship; it’s about our collective devotion to making, eating, enjoying, sharing and exploring good food and drink.

To accompany the new name we created a fun, friendly logo featuring a portly, smiling Buddah-like character so excited about food he’s levitating (who hasn’t had that feeling before, during or after an amazing meal?).

Rather than simply re-skin the existing build of the blog with our new identity, we recognized the potential to create a unique, functional, interesting design to impress readers, potential advertisers and food (and design) industry folks. The new design also allowed us to continue with the diverse range of content spanning new food discoveries, adventures, travel, products, reviews, recipies and more, and have it organized in a practical and engaging way.

WORK

What has emerged is Foodists.ca, with its playful identity and simple, colourful layout designed to provide friendly appeal to a broad audience: like-minded, passionate food worshippers with enlightened appetites. Instead of opinions, the site offers “meditations”. Rather than recipes or tips, we share “guidance”. And, as opposed to the standard product or restaurant reviews, we celebrate our finds in the “worship” section.

Posts have increased dramatically, as has the site’s audience. We are planning further updates and promotions, including our first contest/give away with a prominent cookbook publisher. Stay tuned.

Launch website: www.foodists.ca

WHERE

Is Titan HDTV the right name to launch a new line of consumer-oriented electronics products with? That was the question. The client’s intent was the name could spar with Monster Cable (Titan beats Monster in mythological lore), the industry leader. Although some of the products would certainly be marketed side-by-side with Monster’s, the name Titan did not convey any sense of the elegance or polish considered to be significant product attributes.

IDEAS

Through our Brand Discovery process we quickly came to the conclusion that our first task was the creation of a name followed immediately with an identity.

The Kanto name is derived from the word “canto”, meaning “song,” and “cantilever”, an architectural term relating to the structural support of beams. The combination of these two elements represents the elegance, inspiration and craftsmanship inherent in their products.

Designed to appeal to two distinct targets: consumers and the industry (such as retail sales reps, installers and distributors), the logomark is based on an isometric study and represents functionality, solidity, simplicity and interconnectivity. It is also evocative of a flat panel television mounted on a wall. The clean, simple wordmark is meant to convey peace of mind, elegance and confidence. The bright green and grey colours were selected for their appeal to the target audience and ability to stand out from competitive products in the retail environment.

WORK

Name and identity complete, packaging and a website for the initial lines of flat panel mounts and unique iPod speaker systems called iPort were created. For the speakers, these were to be marketed specifically to consumers, however, mounts are unique in that they are very often tacked on to larger consumer purchases of flat panel televisions. Thus, they may or may not see the brand as a differentiating factor. Regardless, the brand had to reflect quality and value, and reassure the buyer that the product is the best choice to pair with their systems. Consideration was also given to versatility with how the package might be merchandised as well as easily identified when shelved in a stockroom.

To date results have been phenomenal and the first shipments sold out quickly. The speaker lines have gained favour with high end audio retailers.

Launch website: www.kantoav.com

WHERE

Previously named Sliman Stander after the founding partners, the departure of Stander necessitated a new name for this well-established Fraser Valley law firm.

With six partners now, and a distinct desire to be different than the typical stuffy downtown law firm, the partners decided the new name would be just that, a name, not an ubiquitous and intimidating list of partner’s last names.

IDEAS

Imagine trying to get six lawyers to agree on anything. That was the first step. On their own they had no objective intervention to lead the way and harmonize the group and their previous efforts at a new name had failed. This is where the Industrial Brand Discovery workshop made the greatest difference. From our session we were able to explore the firm’s emerging identity and get consensus on a number of critical points.

The name itself plays on soft and hard elements of nature: water and stone; flexible and solid. The logo does the same using a combination of elegant serfif typography to hearken back to the traditional, solid and professional image a law firm should portray combined with the soft, almost whimsical effect of the blue water drop. The sum is a unique logo that perfectly captures the essence of this Fraser Valley law firm without alienating their clientele.

WORK

Bringing a brand to life doesn’t stop at the stationery package. Working with existing interior and exterior design, we integrated the new Waterstone logo into reception signage, interior design and also a large-scale exterior application for their Chilliwack location. The website is based on a flexible and easy to maintain content management system (CMS). This allows the client direct access to control their own content with little need to understand programming, and keep the site as current as possible so it can be used for recruiting new positions, announcing new hires and recent news. The net effect is an impressive and consistent brand impression, and highly polished yet accessible look and feel.

“Not only are we pleased with the outcome of our work with Industrial Brand, we continue to receive numerous compliments from clients and colleagues as to our choice of name and other branding elements.” - Waterstone Law Group

Launch website: www.waterstonelaw.com
Launch Styleguide: http://styleguide.industrialbrand.com/waterstone/

We worked with the owners of Kanto AV Systems to establish a name and brand platform from which to launch a line of flat screen tv mounts, accessories and iPod speaker systems to a consumer audience. We strove to create a fresh, friendly and clean aesthetic that inspires confidence and ultimately assists Kanto in gaining market share in the tough, competitive audio/video market.

The good news is that their first shipment of product completely sold out and is now being distributed across Canada by Plurison Inc. according to this new story on marketnews.ca. [kudos to our recent intern Matthew Shettler for some terrific contributions to this project]