Originally published April 28, 2015 , updated on May 26, 2023

Branding refers to the naming of a business or a product or service associated with it. A brand will have a logo, or specific design that is recognisable to a customer.

So, for example, let’s take Cadburys. A worldwide brand recognisable instantly from it’s logo. Cadburys itself is a brand and business name, as is Dairy Milk (a Cadbury product) Each has it’s own logo and brand design associated with it.

Deciding on your brand can be a difficult and lengthy decision, so we have put together a couple of thinking points to consider for your branding, aside from the legal procedures that must be followed of course!

Memorable Branding

Brand names must be meaningful and memorable in a positive relevant sense. Ideally your customers should associate your brand(s) with your business, your quality, and perhaps some other aspects of your trading philosophy and style.

Choose Carefully

Choose your brand names wisely. Product and business brand names can sometimes carry connotations. The meanings of a word or phrase can be different between different types of people. If possible, test potential brand names with target customers to see what the market thinks.

Going International with Your Branding

If your business is serious, and certainly if it is international – you must seek advice about the international meaning of branding words and the rights and protections implications of those words.

Reputation

It can and probably will take years to build trust and reputation within your branded names, so making changes to business names and brand names is not a good idea. In some cases even making a single change can produce surprisingly powerful problems!

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