You have a new business idea, you're are bursting with enthusiasm and energy to get the product or service to market, you have hopefully spent a decent amount of time researching the marketplace and have a clear understanding of your audience and goals.Before you can get the ball rolling with all the many things you need to do to, you find you are stumped... you need a name. You may or may not know this but in fact you need a lot more than just a name, you need an identity - you need a brand.
When you look over the many brand logos in the image above, you probably look beyond the logos themselves - each logo represents more than a design - they represent a feeling, a lifestyle, a memory, a want, a need, a dream, a promise, a product.
Major brands are abundantly clear about who they are and invest significant amounts of money to ensure they preciously guard 'their brand' across all of their customer touch-points.
Hypothetically speaking - if things like cost and convenience were equal, what makes you choose Nike over Adidas, Ferrari over Porsche, Starbucks over Costa Coffee, San Pellegrino sparkling water over Perrier sparkling water, Shangri la over the Intercontinental hotel? Or maybe you chose Adidas, Porsche, Costa Coffee, Perrier and the Intercontinetal Hotel instead.....why?
