Company branding is one of the most important, yet misunderstood, phrases in all of marketing. Discover the difference between meaningful brand marketing and meaningless double speak. In this episode we'll discuss... The difference between branding and fame (they are not the same!) The important of discovering your "pivot point," the main driver behind your company. How to avoid the most common company naming and branding mistakes, and how to fix them. How great branding can shine the light on a great product. How great branding can not fix a bad product. Why focus and clarity are the foundations of a great brand. How to spend less time explaining, and more time engaging, your most congruent and rewarding customers For enlightened tips that will create instant insights for better company branding, just clear your schedule and pull up a chair! Soak in the illuminated and brighthearted conversation from the brilliant minds at Tungsten Branding.

What is Company Branding? The Good, the Bad and the Brilliant

What's at the "core" of Apple? Computers? Or innovation? This week's episode explores what we call your brand's "Pivot Point," the central focus, the key attribute, around which all your goods and services revolve. Knowing your Pivot Point can empower your company brand and open the doors to new opportunities. Join us as we discuss the important difference between product based, and attribute based, brands - and why it's vital to your company's long term growth. Here are just a few brilliant insights you will glean... • Why product based names often spell doom • Why attribute based brands allow for growth • How timeless brand identities outlast fads • How knowing your Pivot Point can help you discover new revenue streams and grow your bottom line Having a deep understanding of your "Why," your reason for being, your central focus, will inform and illuminate all of your future business decisions. Tune in for this important and enlightening session!

Discover Your Pivot Point and Empower Your Brand

If you want your brand to shine, you need clarity. In this episode, we discuss the four keys to brilliant branding. From transformative case studies to practical tips and techniques, we highlight how to make your company's brand outshine the competition. To succeed with brilliance, great brands are... 1. Clear - Distill and crystalize your brand image so it communicates your brand essence without ambiguity. 2. Concise - Communicate your brand in the shortest possible terms through succinct slogans, tag lines and mantras. 3. Compelling - Attract and engage potential customers with a brand identity and message that begs for more. 4. Consistent - Ensure your brand messaging and visuals retain your look, feel and voice to create a reliable and repeatable experience. Brilliant branding requires best practices. Join us as we share how to create a brand that highlights your strengths and illuminates your benefits.

The 4 'C's of Brilliant Branding

Every entrepreneur faces the daunting challenge of naming the new business. What seems like a simple task often devolves into a tangle of obstacles, from identifying and communicating the core message to ensuring legal clearance and matching domain name. Tune in and tune up on how to overcome the common mistakes and pitfalls when creating a company name. With over 250 successfully branded companies under our belt, we will provide insights into successfully branding your new enterprise. You'll learn how to... 

• Identify your pivot point or reason for being 
• Differentiate your "what" from your "how" 
• Create your attribute list - your key strengths 
• Choose your company naming strategy 
• Check on trademark and domain availability 

From the 20,000 foot view to the granular details, we'll take you from start to smart. For brilliant results, just dial in and dial it up with the Tungsten team.

Naming a Startup Company - 5 Steps to Naming Your Business Bright

Diamonds are forever, but are taglines? Today's show delves into the strategies and formulas behind great taglines. With guest and fellow naming pro Lieba Golden-Koulendros we'll adddress such important topics as... What is the purpose of a tagline? Does every company need one? What is the difference between taglines, mottos and slogans? What makes for a great tag line? Can a tagline also serve as an ad campaign? Wow, a lot to cover! So join us as we help you craft your tagline. After all, you only give brilliant advice, "when you care enough to send the very best."

Creating the Perfect Tagline for Your Business

Got brand? For legacy businesses, a name change is not always an option. Creating a clear, compelling tag line can help differentiate your company from your competitors. Today's podcast explores examples of slogan based branding, tag lines that often supersede the very company name. Brilliant branding often requires resourceful thinking and workarounds. Join us as we discuss case studies turned so-so company names into famous catch phrases.

Slogan Branding - Can you brand around your tagline?

It's Halloween night and you approach a dark house, no lights, and eerie silence. Do you enter? Do you approach and knock? Or do you run away, maybe throwing an egg at the window as you retreat? 

Today we address how to light up your "home," your business, your brand. How do you take the house, the brand you have built, and make it engaging and inviting? 

In this episode we'll help you set out the welcome mat, turn on the lights, put out the decorations and welcome your guests with a warm smile. By flipping the right switches, telling your brand story and engaging your core audience, you'll leave your guests with a great experience and delicious, tasty treats worthy coming back for. 

This is brilliant branding.

How to Bring Your Online Brand to Life - 3 Simple Steps

As companies grow and evolve over time, their products and services diversify. Keeping a clear, coherent and authentic message requires an honest examination of your core purpose and mission. By aligning with your pivot point, your reason for being, you can create and maintain a compelling story line -- one that your customers can readily relate to, respond to and believe in. Trust is one of the most valuable brand assets. So keeping your story straight is paramount to winning and keeping loyal customers. In today's show we'll delve into what makes for a good company story, discuss examples of companies with broken stories, and share tips on creating and fixing existing stories. Join us as we help shine the light on brilliant branding practices!

Your Brand Story Part II - Keeping Your Story Straight

Do you struggle to transition from your business name to your company mission and purpose? Is your company identity outmoded, outdated or misleading? Listen in as we discuss ways to clarify your brand identity and messaging by aligning it with your true purpose -- your "pivot point." Take a five point check of how you can improve your overall brand clarity so your company can continually outshine and outperform for years to come.

Brand Clarity Audit - Align Your Message and Empower Your Identity

Does your company name create interest or confusion?
Does it engage customers or require explanation. Do you find yourself saying "We're more than (insert what you mainly do)? Do you have to spell, pronounce or clarify your brand - before you even delve into the "goodies" of what you really do? 

If so, this podcast is for you! Hear the seven main reasons companies need to rebrand their businesses, from constricting geographic names they have outgrown to misleading names that have customers assuming all the wrong things. (And you know what they say about the word a-s-s-u-m-e.) 

See how many of these tick boxes you check, and then check out our coming episode on the benefits and bottom line bounce you can gain from an effective and successful rebrand. It's all about how to define and shine, this week on Brilliant Branding!

7 Signs It May Be Time to Change Your Company Name

Are you having a company identity crisis? Then listen to this week's podcast on the many benefits that come with a successful company rebrand. From congruency to clarity, you can boost your brand and your bottom line with a solid rebrand of your business. 

In this episode, we'll provide case studies that highlight specific benefits from real life rebranding projects... from doubling revenue to creating greater memorability and recall. 

Why settle for a constricted, cluttered or confusing brand name when you can start the new year off right with a company identity that sheds light and sparks interest! Discover all the perks of a brilliant brand so your company can continue to shine on.

The 5 Benefits of Rebranding Your Company

Considering a company rebrand? Listen in as we share the four crucial steps in a successful company rebranding initiative. Learn what to do, and just as importantly, what NOT to do, when renaming and repositioning your company. 

In this episode we share tried and true tips and techniques for getting everyone on board and on the same page when it comes to renaming your company. Learn why it's best to have a tight decision making group and why asking every in the company for advice is not advisable. 

Join us as we walk you through, step by step, from budgeting to timeline planning, so you can be ready to rebrand and relaunch your new company brand identity.

The Company Rebranding Process - 4 Steps to Getting It Right

Has you business shifted focus or direction? Do you offer  new products and/or different services than before? Perhaps you've considered a "rebrand," but before you do, listen in for tips and advice on when to rebrand your business, and when to simply reposition it to optimize your success. 

In this episode you'll learn...

The difference between rebranding and repositioning

The telltales signs of which strategy is best for you

How to leverage your rebrand or repositioning to reach new customers and new markets

Join us as we find insightful ways to clearly communicate your core message and start your year off right.

Rebranding vs. Repositioning - What Strategy Works Best

Promoting your brand in an age of instant, viral and amplified feedback can present a number of dangers. In this episode, we explore the four types of hysteria, and ways your brand can anticipate, navigate and avoid common mistakes that even big companies make. We'll also look at ways to benefit your brand by aligning with companies that share your core values. It's all about doing the bright thing!

Branding in the Age of Hysteria

Brilliant branding is an investment of time, capital and know how, but does it pay off? Today we discuss the many ways a strong business brand delivers tangible returns in both the near and short term. Such benefits  include...

 > Higher margins due to greater perceived value

> Greater market capitalization (up to 35% more for branded companies)

> Easier recall by potential clients

> Better positioning (owning a sector of the market)

> Greater resale value when your name, town or product are not in the brand 

> Easier to communicate your core essence and values with a branded name

We'll also speak with a real life Tungsten client who went through the naming process, Jeff Burnett of Triple20, a sales consultancy. He'll share the benefits he's found through having a well named brand with a compelling backstory. 

Tune in today, and every Thursday, to hear successful tips, techniques and stories to further strengthen, brighten and enlighten your own brand!

Got Brand? How Small Business Branding Pays Big Dividends

What's the difference between a business and a brand? How do you "brand" a business and just what does that mean? You'll find out on today's information packed show. 

Discover the difference between branding and "fame."

Identify your pivot point, what truly empowers your brand

See if your company name, mission, tag and identity all line up, or if they are fuzzy and disconnected 

Find out how to create an aligned brand that stands for something more than the products and services you serve, branding based on attributes not things

By identifying what drives your company, and aligning your company brand name, visual identity and messaging, you can create a powerful, brilliant brand that stands for something. 

Why simply have a business, one that comes and goes based on product demand, when you can own a timeless attribute like efficiency, innovation or safety? 

It's all about building brands, ones that shine, on today's Brilliant Branding podcast.

What do I need to brand my business?

Branding a startup company can take a bite out of the entrepreneurial budget. So knowing how much to spend, and how to spend it, can make all the difference. 

In today's show, we'll share inside secrets for branding on the cheap, branding in a short time frame, and customized branding that fits the bill to a tee. 

No matter your budget, we'll run you through all the options to have you and your new startup shining bright. 

From the initial company name, tagline and logo, through the brand messaging and positioning, we'll discuss how to take a DIY approach, and/or how to get the most bang for your buck from hiring a professional naming and branding firm. 

The cost to brand a startup company doesn't have to break the bank. Tune in and check out the brightest branding tips of any podcast this side of Dixie. And read more insights at TungstenBranding.com

How much does it cost to brand a startup company?

In this information packed episode, we share how to structure the company branding process to keep it on point, on track and on target. Specifically we address the common pitfalls and the best practices to getting the results you want from your company naming or company rebanding process. These include...

>> Determining your primary pain points

>> Assembling your decision making team

>> Identifying your company branding criteria

>> Deciding on the need for outside branding expertise

>> Determining the winning brand name and implementing the brand

The company branding process doesn't have to be daunting. By following these proven brand naming strategies, you can obtain a solid outcome that communicates the exact attributes you want from your brand. 

Be sure to also download our pdf by the same name at TungstenBranding.com, by going to Insights in the top navigation. This workbook style pdf will help guide you in the process and answer any questions you may have when branding your new company.

5 Key Steps for a Successful Company Branding Process

Discover how to identify, clarify and promote your company brand promise so that both staff and customers will what you stand for. Is is quality? Service? Innovation? Efficiency? What is the tip of your spear?

In this episode, we will share the secrets that powerhouse brands use to "own" a sizable share of the market by owning powerful promises. You'll also learn the most common pitfalls companies make when creating their brand promise -- ones that actually set them back. 

Knowing your promise, communicating that promise and living it consistently are the keys to building a brand reputation that will stand the test of time. 

Join us on air each week, and give us a review on iTunes if you find this helpful to growing and "glowing" your business!

Your brand is your promise! (What are you promising?)

Is your company bottled up with a small identity - one tied to a specific geographic market, or a single product line you've outgrown? Is your current market or industry in a state of decline? It might be time to reposition your brand to reflect great capabilities, or expanded services, or an entirely new direction. 

In this episode, you'll discover how to avoid the mistakes of Polaroid, Blockbuster, and CompUSA, and to proactively identify and redirect your brand based on your unique skill sets. In essence, you'll look at how to redeploy your skills to make more money and live your brand more congruently. 

What's more, you'll learn when it's time to simply reposition through messaging or when it's time to reposition and rebrand your entire identity. 

By repositioning your brand, you can not only boost your bottom line, you could very well avoid a catastrophic business failure due to product identified branding. Learn to brand the bright way on this edition of Brilliant Branding!

Reposition Your Brand to Boost Your Bottom Line

In this age of "hop-on-the-band-wagon" branding, staying true to your core is more important than ever. But just what is your core? What is your why? The very reason for your company's existence? 

On today's show, we'll explore real world examples of how brands are connecting (and disconnecting) from their core value proposition, and how that improves or erodes trust. 

So before you go green, empower the world, and save the bees, dig deep and discover your true values, principles and beliefs. Your company mission and purpose are most powerful when backed by genuine, heartfelt conviction. 

It's all about alignment, congruency and authenticity - hallmarks of brilliant branding. It's about you do you. Join us as we discover how your company brand can shine all the brighter!

Authentic Branding - Aligning Your "What" with Your "Why"

If you’ve ever tried to name a company, brand a product or service, you probably ran into the issue of trademark. It’s a bit like running the gauntlet, or as some of you may recall the game of Frogger, where the goal was just to make it across the road. 

On today's show we discuss both the basics, and all the nuances, of trademarking your new company, product or service. Our guest is Brad Walz - Attorney at Winthrop & Weinstine and also the CEO of BOB an online trademark search tool. (trademarkBOB.com) Listen in as we cover topics such as: What are the basic rules of trademark? What is so important about trademarking a business? What factors should I keep in mind when naming a company? What's the difference between literal/descriptive marks and arbitrary and coined marks? Which is best?What are best trademark practices when naming a new business?

If you have any questions about trademark, this is the show for you. We cover a lot of topics so your business can shine!

Navigating the Trademark Jungle

Personal branding is a hot topic with so many emerging startups, consultants, experts, bloggers, speakers and business service specialists. Today's show features Laura Guest, a Certified Public Speaker with a career filled with personal branding initiatives. You'll hear her story of struggling to brand using her own name, using an invented name, creating a theme for her company and returning again to her own name but for a different reason. This is real life practical advice from an entrepreneur who has lived it. Benefit from her adventures and misadventures in personal branding. Plus we ask Laurie the important questions such as...

"What is the exit strategy for someone using their own name as their brand?" 

"What are the benefits and drawbacks of using a company name for a personality based business?"

"What are the lessons learned from having branded your business using several strategies?" 

If you are the boss of yourself, then be sure to tune in to this informative hour!

Personal Branding - Real Life Tips from a Serial Entrepreneur

For startup companies and entrepreneurs, most company naming exercises devolve into spitballing random ideas with little structure to the process. Most don't even know there are actual company naming strategies available to help brand their businesses. In today's episode, we explore eight company naming strategies that we employ here at Tungsten Branding to help ideate and create naming candidates for our clients. There's more than one way to skin a cat (do people actually do that?) and there's more than one way to name a company. So open up your tool chest as we load you up with techniques and strategies to find that perfect company name. Whether you are a brand new business, or an established firm looking to rebrand your company, you will find this information helpful and insightful when conducting your company naming process. After all, why be an average brand when you can be brilliant!

Company Naming Strategies - 8 Great Methods to the Madness

When companies grow and add new products and services, they often experience "brand sprawl." Soon the product lines sound like a hodge podge of acronyms, modifiers and alphanumeric add ons. There is no architecture to their brand architecture.

What started as a crystal clear company brand identity becomes clouded and confusing, with multiple, mixed and/or overlapping naming conventions. 

On today's show we explore proven strategies and methodologies for cleaning up our brand language. We provide four examples of how companies can categorize their products and service offerings to communicate their brand message in a common sense way. 

If you are struggling with your brand nomenclature, this is the show for you. To get your brand architecture right, you need to make it bright!

Brand Architecture: From Chaos to Clarity

The company naming process doesn't have to be a clouded mystery. This week's show takes you inside our proven naming and branding process, step by step, to show you expert tips to naming your company. 

Typically the branding process breaks down due to lack of structure. It jumps track and becomes an exercise in spitballing ideas vs. creating a company brand names that align with your core purpose and values. 

By following these 10 steps, your branding process will flow more evenly, smoothly and result in actual quality naming candidates that fit the bill. 

So put away that company name ideas fish bowl in the lobby, and forget about the three hour brainstorming sessions, and just listen along. 

From determining your naming team, to finding your "pivot point," to setting up your branding criteria, you'll have all the necessary ingredients to naming your company bright!

The Company Branding Process - 10 Steps to Success

Naming a financial services company runs the gamut from conservative names (e.g. United Trust & Associates) to the more current strategies such as Mint, Nutmeg and Ally. Knowing which naming strategy to use depends on your audience and your overall brand mission and purpose. 

On today's show, we'll discuss what strategies to use, and more importantly, what strategies NOT to use when naming your financial firm. 

If you plan to sell or transition your firm, having a brand name vs. a surname or legacy name can make a big difference. We'll provide insights and examples into creating timeless, meaningful financial brand names that stand the test of time -- without sounding old and outdated. Or clunky and forgettable. 

With over 250 brand names to our credit, Tungsten has the experience to help shine the light on best branding practices. 

Tune in and subscribe to learn more about how to build a better, brighter brand!

Naming a Financial Services Company - Tips & Techniques

Rebranding a non profit organization requires a proven process to keep the project on track. In this episode of Brilliant Branding we address the five steps to successfully rename and rebrand a non profit organization, from credit unions and membership associations to charities and causes. 

The biggest obstacle to rebranding a non profit is not completing the project, so we discuss how to keep your team on point and moving forward. 

We also highlight both the do's and don't do's that come with naming a non profit, and tips to ensure you make it through from start to finish. 

If you run a non profit, serve on the board or work in a leadership position, this is the show for you. The right non profit brand name can raise awareness, donor contributions, create a positive perception of your organization, and attract the right clients. 

Before renaming your charity, make sure you check all five of these steps and you'll be on your way to a clear, concise and consistent brand identity.

Rebranding Your Non Profit Organization - 5 Steps to Success

Naming a tech or IT company is a challenge, given the crowded marketplace and need for clear messaging. Today's episode focuses on six key steps that provide a proven process for developing clear and compelling brand names for your IT startup or rebrand. 

By following these six steps you'll discover new methods, strategies and possibilities for successfully naming and branding your IT business, platform or technology. 

A company name is more than a handle, it's the first impression and the start of a conversation. Getting the best business name possible makes all the difference. 

Be sure to listen, drop us a line or read up on naming tips here at the link below. And most of all, be brilliant!

https://www.tungstenbranding.com/2013/03/01/naming-your-new-business-five-steps-branding-your-startup/

Naming a Tech Company - Six Steps to Branding Success

When it comes to naming your new business, finding that exact matching, brandable domain name, is perhaps the most difficult challenge. In this informative episode, we delve into the tips and techniques the naming pros use to find the best company domain names possible. If you've struggled to find a good, brandable business domain name, then tune it and listen up. We'll share domain generator sites that provide cool company names to give you more options in your company naming quest. We'll discuss the pros and cons of using other TLD domain extensions and whether it's wise to add words to your company domain name. It's all about finding business names that truly shine, (and ones that you can also spell and find!)For additional company naming help, you can also visit our sister site, http://Brandzam.com to help name your new venture.

Finding Brandable Domain Names for Your New Business

"Brilliant Branding" with Phil Davis and Liz Hiemstra of Tungsten Branding, shines the spotlight, and provides valuable insights, into the most common, and frustrating company identity issues facing startups, entrepreneurs, consultants, and even established business owners. Topics address timely issues such as effective naming strategies, smart logo design, tips for trademarking, clear brand messaging, engaging social media and reputation management. We take a deep dive to uncover the "pivot point" of an organization, the "why" behind each business to help build a more clear, cohesive and compelling brand image.

Guests will include authors, industry thought leaders, linguists, graphic designers, digital strategists and other experts to provide a holistic approach to building your brand. If you have ever struggled to explain or clarify your business, this show will supercharge your identity so you can outshine your competition.

Brilliant Branding

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