How to create a brand that won’t drive journalists crazy

There’s a lot of information out there about creating beautiful brands; finding its heart, identifying its symbols and nailing the brand persona.

That’s all important stuff but what about the practicalities once that brand is live?

Here are a few things to consider when launching a brand. 

  1. Avoid lower case/upper case weirdness

Unless you want to spend your entire life explaining to people that your brand needs to be all lower case or all upper case – or God forbid – a combination of both, please just use a capital at the beginning of words and lower case for the rest.

2. Never, ever use a symbol

You think it would be fun to replace that ‘i’ with an exclamation mark? Guess what? You’re wrong. Don’t use symbols in your brand name. It will confuse people and it will confuse Google, thus screwing up your SEO.

3. Avoid gimmicky names

E Z 2 C? Widgets R Us? Just no. It might seem like a good idea at the time. Hell, it might seem playful and wacky. But no. You’re wrong. Use full, correctly spelled words and journalists won’t hate you. 

4. Trademark symbols

You love your trademark symbol. You worked hard for it. Guess what? No one cares. If you insist that people include the little ™ in the corner of your brand name every single time it’s used, you will drive journalists up the wall.

5. Make your tag line logical

If you grow native trees, make you tag line ‘native tree growers’. If you are a florist who delivers 24 hours, make ’24 hour Sydney florist’ your tag line. Regardless of what you call your business, make it clear in the tag line what it is that you do. 

After decades of dealing with press releases full of the aforementioned crimes against the English language, I can genuinely say that clear, concise and logical always beats obtuse and artistic any day.

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