Design Kompany’s creative staff is reading this great book that anyone thinking about doing a new brand should know about. Designing Brand Identity is by Alina Wheeler, who has her own blog about managing perceptions.
Design Kompany is in the midst of naming and branding a totally new business, and so we were particularly interested in Alina’s notes on p.105. “Always examine a name in context,” she writes. “Consider sound, cadence, and ease of pronunciation.” Sometimes, people come to us with a very clear idea of what they want in a new name. But Alina warns: “It is natural to want to fall in love with a name, but the bottom line is that meaning and associations are built over time.” In a nutshell, the message that stays with your potential customer–the thing they think of when they see or hear your name, and the feeling that they get–is what makes a brand exactly that. –DK
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