Okay, so firstiest isn’t word. But here’s one that is: persuasion. Your sales process (persuasion plan) needs to begin far earlier than most think. The earlier you start thinking about your long-term structured sale, the more time and money you will save in the long run.
Considering just how much muscle a great company name can exercise in helping your company push past the competition and/or solidify a unique position on the landscape, even if you don’t have tens of thousands to spend, it’s certainly worth thinking about why the best and brightest companies do prioritize and invest so heavily into the company naming affair.
Be assured: they don’t simply enjoy throwing their money around; Boards and experienced Venture Capital firms regularly approve these substantial expenditures because they know you only get one chance to make a first impression. They know that when you’re trying to accomplish something truly great, like mothering a sustainable revenue stream into the world, you want everything going for you, nothing holding you back. Your name, tag and logo represent the three opportunities, your three ripest opportunities, to establish and pronounce your market presence and leave a permanent, positive impression on your target audience. So, like all things branding, when it comes to naming your company, the stickier, the better.
Time for Brand Naming
“How much time should we allow for our brand naming project?”
As for timelines, the entire brand naming process can take anywhere from two weeks to three months, with the smaller firms probably, though not definitively, demonstrating more flexibility and agility when it comes to working around your brand discovery, strategy and identity development schedule, your budgetary constraints and your other needs. A tagline generation should ideally be executed immediately following brand naming, which should account for another two weeks in your schedule. (As a line-item, an experienced brand strategist’s or professional copywriter’s tagline generation will cost anywhere from $2500 to $7500, depending upon the number of alternatives you require, which is often a reflection of company size and layers of bureaucratic entrenchment, whether there is a suitable creative brief in place, prior clients, industry stature, etc.)
For brand naming and for taglines, as with all of the creative disciplines, the more proven a talent, the higher the fees he or she can command due to the greater likelihood of increased quality with decreased risk. While you certainly want to be working with somebody who understands the business and marketplace clocks are ticking, it’s best to plan for, rather than rush, the time these mission critical initiatives take.
Please click here for more on Articulated Brands’ business names and company naming agency services.