There are
so many things to worry about when growing a business --
making payroll and meeting sales goals -- what's so urgent
about branding?
Branding a small or emerging business is key to the early
success of that business. It is the quickest way for the
company to express who it is and what it does. Inaccurate
branding of a new business can make it difficult for
people to fundamentally understand why the business exists
in the first place.
For start-up and small
businesses, branding can often take a backseat to other
considerations, such as funding and product development.
This is unfortunate; a company's brand can be key to its
success. Dollar for dollar, it is as important and vital
as any other start-up activity.
Recently, a software
management company, temporarily named TallyUp, invested in
a branding assignment. Its flagship product, a software
suite that tracks and runs bonus incentive plans, needed a
clear identity and platform to appeal to its target
audience -- primarily financial executives. The name
TallyUp, while somewhat descriptive, didn't capture the
correct level of sophistication to attract the appropriate
clientele. TallyUp retained a branding consulting company
who recommended the name Callidus (Latin for "expert and
skillful") to effectively communicate their positioning in
an instant. The new name communicates a similar concept
but on a completely different level. Callidus positions
the software product correctly.
If you're concerned about
the cost of brand development, take heart. You can spend a
lot on that aspect of your marketing, but you don't have
to. Let Ad Design Biz help you. |
