A loyal reader of the Gist Brands blog recently posed a great question on Twitter about brand naming and search engine optimization:
@gistbrands: What are your thoughts on start up businesses using SEO “specialists” to choose their brand name? Argument against/for it?
My response was pretty direct on the issue, but I thought the concept was big enough and important enough to warrant some in-depth discussion and the rationale behind my advice.
View our infographic that maps out the anatomy of a brand—the Brand Spectrum.
There’s been a lot of hating on mission statements and vision statements over the last decade. And some of it’s warranted. However, the idea that you can create a successful brand, or a successful business, without knowing some semblance of these “ugly step children” is a bit ridiculous. Trying to construct a brand while saying mission and vision statements are inconsequential is a bit like saying you’re constructing a building and have decided to ignore those out-moded laws of gravity and mass.
More people than would like to admit.
In fact, after working with businesses of various sizes across very diverse industries for more than 20 years on branding initiatives, I would venture to say just about every small- to medium-sized business. The fact is, most businesses are deathly afraid of choosing a target market. Here’s why.
If an organization has a well-defined brand—not just a logo design and color scheme—they have a heck of a lot of fuel for social media, blogging, search engine optimization, public relations, and word-of-mouth. A logo, by itself, doesn’t go so far in these increasingly important and mission-critical channels that are all about messaging, targeting, content, and differentiation.