HOh, you have to be very brave to place your name as a brand. In particular, of that courage that in the professional field translates into doing things well and in a different way, since if the opposite happens, the brand buries the name and vice versa.
It occurred to me to write about this Kenya Phone Number List curious subject because we are surrounded by brand names that have been built from the names – or surnames – of their creators or promoters.
WHEN THE BRAND IS THE NAME
Some examples of when the brand is the name: Dior, Armani, Channel, Ford, Hewlett Packard, Disney and Calvin Klein, among many other international ones, but local examples also abound: Almanza, Clínica Montalvo, Petit & Petit, Cadena de Farmacias Chávez, Joyerías Carrasco, Helados Cabrera and the Don Miguel Steakhouse.
However, knowing the reason why they made the decision to baptize the company with their own name, we find valid arguments – in marketing terms – and others not so much.
There is danger when the brand is the name , if this decision is based only on a question of self-centeredness, therefore, the name of a person does not contribute anything to the brand.
There are also risks when the brand is the product of the sum of the names of several members of the organization, for example:
WHAT WILL HAPPEN TO THE BRAND THE DAY SOMEONE DECIDES TO LEAVE THE COMPANY?
Worse if you open a competing company and believe me it happens.And in my understanding the greatest weakness when the brand is the name occurs when people cannot maintain an optimal quality standard for the product or service they offer. gulf email list In this case, the debacle of the person drags the brand, in other words, both of them perish in the market.
Recommended Reading: 7 Rules and 7 Mistakes When Choosing a Brand Name
But it is undeniable that the name of one person or several can also be a hit. In particular, I believe that when someone makes this decision, they acquire a professional commitment for life.
I like to call it “brand humanization”.
Affixing your name or surname to a company, product or service tacitly requires constant improvement. It obliges to take care of the private life of its owners or proprietors, since a human error can damage the brand image ( to exemplify the brand image damage that a person can do to a company, let’s remember when the soccer player Diego Maradona was hired as world example to youth by Coca Cola Company and within a few months he was involved in drug use ).In other words and to express it in colloquial language:
DO NOT PUT YOUR NAME TO THE COMPANY IF THERE IS A POSSIBILITY THAT IN THE FUTURE YOU WILL SEND YOURSELF A SOVEREIGN GAFF
Finally, I leave a topic for reflection and that indicates the tremendous power of a brand beyond the commercial field, and that when creating it, I promise that almost no one notices. And it is the dependency relationship that a brand establishes with future generations.
In countries like ours (Bolivia), most of the companies are family-owned and a huge number of them – in addition to having a low media profile – carry a surname as a brand name.
Have you ever wondered how many young people have been pressured by family pressure to continue the business for bearing the same surname, when deep down, they had talent or vocation for other professions or activities?
Paraphrasing Al Ries and Jack Trout, in these cases “the name trap” appears and it is hard to get out of it.
So if fate places you in the future facing the dilemma of naming a brand with your name or surname, or creating a fantasy name … think three times. One for the company, one for you, and one for your children.