As a business coach, one of the many that things I discuss with clients is how to achieve your goals within the framework of your company name and identity. I often have to get one fact out of the way first – that, yes, my given name is the same as the famous manager of The Beatles. But I don’t work in music. This is where brand identity can be confusing.
My business definition as ‘Success Coach’ should make it clear. I’m here to help companies succeed. As a business coach, I can help guide you towards success in many ways. For example, your corporate identity, brand image and name can stand tall or fall based on your company’s actions and reputation.
Consider Wells Fargo, longtime multinational financial-services company. It’s now also known for the scandal of creating over 2 million fake bank accounts by their own employees. The firm had an uphill battle to fix their reputation. This is definitely getting into damage control, and we’ll talk more about that in another blog post.
General advice about naming a company includes: Watch synonyms and mashups. It shouldn’t need a mini-manual. People should get it right away. And most of all, the name should *stand for something*.
Apple is a ‘rule-breaker’ because the name doesn’t actually tell you what the company does. It’s all about brand positioning. People get it right away. It’s as famous as The Beatles ever were, and most people use their products, everyday. A name that big has to be very accountable, and maintain a position of excellence.
Whatever industry you’re in, your name and brand identity are part of what determines how successful you are. In order to achieve your goals, you should be able to answer:
- What do you and your company represent?
- What are the most important goals you’re working to achieve?
- How does the general public perceive your brand?
A strong identity built on a strong foundation can be very powerful. And a business coach who works regularly with CEOs and managers of medium – and large-sized companies, can bring you the outside-inside perspective. Contact me for:
- Help with corporate and business goals.
- Help in brand identity and best practices
