A Name Doesn’t Make A Brand
I launched my blog yesterday with an opening post on asking the question Is Starbucks Faking It? As some of you have noticed, I’ve changed the name to Brass Tacks, which I feel is more fitting. The reason I changed is because first, too many other entities were using the same name or derivative of it. Second, the name wasn’t a compliment to the inspiration it came from. So, out of making this change I learned three things:
1. Do your research, even if you think its unnecessary
I was so wrapped up in creating my content that the name of the blog seemed secondary (with so many mundane blog names out there, did it need much thought?). But, I was wrong. Since the name I chose was so tied to the niche it covered, there were already other entities (blogs, companies) that were using it.
2. Use inspiration carefully
The name also came from an inspired reference to a similar name under a similar project I’m familiar with. Creatives use inspiration daily, but make sure it compliments or is different than the source, not stepping on its toes.
3. Ultimately, its about the content.
A name certainly sets the tone, but it doesn’t make the brand - the content does. I’m not setting aside the importance of a strong name, its an essential piece. However, brands like GE or IBM don’t have the most interesting or immediately memorable brand names, but given the value that they produce, it doesn’t matter.
A strong brand is distinct, knows when it needs to change, doesn’t hide it, and acts quickly. If any damage by confusion was done, it was minimal because action was taken.
Now, anyone know where the name Brass Tacks comes from?
