Just do it. Think different. My goodness, my...
My name is May but it is pronounced ‘My’. It’s pronounced this way because I am Norwegian. My surname, Sivertsen, is even trickier to pronounce. Hence my name breaks the first rule of naming a business, namely that it is easy to pronounce!
You have done your market research. You know who your customers are and you know what your competitors are doing. You have defined what makes your business truly unique and you have found a gap in the market. You know what you stand for. (If you do not have a name yet, read my blog post called ‘Name your business ’.)
What is a brand? Wikipedia defines a brand as “a name, term, design, symbol, or other feature that distinguishes an organisation or product from its rivals in the eyes of the customer.” Jeff Bezos, the founder of Amazon.com, says “branding is what people say about you when you’re not in the room.”
Get your mission right