The Dart Maker Blog

Ask any marketing executive and they will tell you that a company’s name is golden. There are certain associations that people have with a name, one that invokes emotions — good or bad. Let’s examine three case studies of branding involving companies that have merged and where the buyer kept the name of the company they bought or are considering purchasing.

In the late 1990s with bank mergers in full swing, United Jersey Bank was faced with a dilemma. Having started to open branches in neighboring states, the “United Jersey” part of their name was beginning to become a hindrance. Bank executives knew that the name would have to be changed in order to continue to grow, while at the same time continuing to avoid being merged out of existence. The solution? The bank purchased a small, local bank based in Summit, NJ named Summit Bank. Once the merger was completed United Jersey Bank was renamed Summit Bank. Unlike the United Jersey name with its New Jersey correlation, few people associated Summit with the town of Summit. Instead, United Jersey Bank capitalized on a very positive name, summit, and started to market themselves as the peak of all banks. The campaign was a success as the name change was well received by consumers.

In 2005, KMart purchased Sears, Roebuck, and Company and the newly joined entity was renamed Sears Holdings. While it is much too early to tell if the decision to keep the Sears name is a success, most people have associated KMart with bankruptcy, run down stores, and as being a poor competitor to WalMart and Target. Sears, on the other hand, has pretty much put their woes behind them after forfeiting the spot as America’s top retailer a generation ago to WalMart, and after laying off 100,000 employees, and closing out their famous catalog business. Branding experts will tell you that both names carry plenty of baggage [the stores will keep the KMart and Sears names too] as some see the merger as only a temporary fix. Thus, the Sears name may not be enough to save the combined retailer.

In the airline industry, several of the legacy carriers will more than likely find themselves out of business over the next few years. United, for instance, could find themselves a takeover target of a regional carrier. Skywest Airlines, which also flies as United Express [by providing regional jet services to United], may see a “buy” opportunity and offer to purchase the venerable, but bankrupt carrier. To “unite” the two companies, Skywest could consider tossing their regional sounding name and take on the reknowned United moniker. The new carrier would then be able to carry on the legacy of a 75 year old name and achieve instant recognition on the world stage while at the same time distancing itself from the problems that beset the original United.

With a wave of mergers and acquisitions anticipated over the next few years, more opportunities to purchase a “golden” name will arise for savvy dealmakers. These dealmakers must call upon the skills of branding experts to take the pulse of consumers’ “feel” for a name. Neglect that or pick the wrong name and you are certain to invite disaster.

Matt runs two very successfully branded aviation sites: the Corporate Flight Attendant Community at http://www.cabinmanagers.com and the Aviation Employment Board at http://www.aviationemploymentboard.com

1. It “sells itself.” I don’t need to market.

Okay, you might have a solid product or service. You might even routinely satisfy your customers. They might even send their friends and family to you. But wait. Is that your product or service selling itself? No (that is, unless your widgets have learned to speak). That’s one of your customers playing out-of-the-goodness-of-my-heart salesperson for you. Yeah, word-of-mouth is nice, and if it’s happening for you, congratulations! It’s a sign of a great product or service. But relying on it exclusively can hurt you. Yes, six degrees of separation and all that, but counting on those connecting conversations to consistently mention you, especially down the line, is a bad gamble. Word of mouth needs help. A kick in the butt: a reminder to your customers of their good experience with you and an enticing offer to potential new customers to give you a try. Providing this kick is what a well-conceived branding and marketing strategy should do. At Brand Identity Guru (www.brandidentityguru.com), we’ve got some BIG boots.

2. “One of these things…looks just like the other”

You might sell red cars, and Johnny Big Wheel down the street might sell a similar blue car. But what’s under the hood? Even better question: what’s under the hood that makes your better than the blue car? This is the essence of differentiation in the marketplace, and if you’re not playing up the things about you that make you differentand betterthan your competition, your marketing is driving nowhere. At Brand Identity Guru (www.brandidentityguru.com), we know how to steer a marketing campaign that leverages differentiation to build your brand and increase your bottom line.

3. Liar, liar, your business is on fire and up and smoke

If you think word-of-mouth is powerfully working for you, it’s just a fraction of the punch a bad buzz can pack. The best way to a bad buzz? Over promising and under delivering. It will kill you. That’s why it’s important to be truthful in your marketing. Say what you can do. Not what you wish you could do, or might be able to do. If you must err, do so on the side of under promising and over delivering.

4. One-trick marketing is like a no-trick magician

It won’t do anything, and people won’t pay to see your show. To get your message to resonate in a 21st century market, you need to make your appeal in every corner the market looks. Print advertising, direct mail, online, telemarketing, public relations, and in person. In every place, a consistent brand image and message.

5. Microsoft Word clipart is for junior high book reports, not corporate identities

A logo is the face of your company, so it must be unique and memorable. Not available for millions to place into whatever bake sale flyer they’re working on at the moment. But a corporate identity is more than a logo. It’s your company’s unique value proposition and its products and services…all instantly recognizable on sight of your logo, name and tagline.

6. Don’t be visually absent

Talk can be cheap if it’s not paired with a strong visual presence. Well-conceived visuals connected with your market makes your message stick, no matter the medium. Brand Identity Guru is an agency that can drench any marketing effort with huge vats of sticky visual honey, even if you’re currently bone dry.

7. The typewriter and telegraph are cool machines, but not to use today

A business owner by nature has to have a little bit of Evil Knievel in him, but when it comes to technology, he or she is often more of a cowardly lion. That’s understandable. You got into your business because you know it, like it and can put food on the table with it. Not because you like to tinker with every new business technological innovation that comes down the pike. However, cutting edge technology can be a powerful profit-generating tool for your business, especially when it comes to marketing, and Brand Identity Guru (www.brandidentityguru.com), can help you find your technological sweet spot to get your message out.

8. If an employee’s 14-year-old son designs your website, it will be painfully obvious

A website must have a nice look, but that’s a small part of a good web presence. You have to give your prospect information they need and close the sale fast. Otherwise, they’ll surf on by to a competitor’s website. In today’s digital marketplace, your website must be an integral part of your overall sales strategy. Not just a token presence. More than ever, prospective customers are researching their buying decisions on the web. If your site doesn’t substantiate who you are and your offerings, educate, inspire and finally motivate your visitors to buy, your online presence isn’t strong enough. Brand Identity Guru (www.brandidentityguru.com), knows how to strengthen it.

9. You have a website, but don’t tell anybody

Having a website is pointless if no one sees it. That’s why it’s just as important to drive traffic to your website as it is to have one. How do you do that? A great way is through traditional advertising like billboards, print ads, signage and printing the web address on all your marketing collateral. Online, there’s search engine optimization, banner ads, online advertorials, keyword purchases, links and cross-promotion strategies. A good mix of online and offline traffic strategies along with solid branding will drive traffic to your website.

10. “I don’t need to be in the paper”

On the contrary, editorial coverage carries more credibility than any kind of paid advertising you can do. Getting it, however, is difficult. Only a well-conceived public relations strategy that targets media outlets your prospective customers frequent will get the job done. But it’s not just about writing press releases. It’s about providing relevant information to the media outlets you’re trying to get into and cultivating relationships with key editors and journalists. If you’re successful, you’ll see your name in print and a bigger number on the bottom line.

11. Branding done yourself is branding done badly

Given the choice of doing branding yourself and not doing it at all, you may be better off not doing it all. There are few things worse for a business than an “amateurish” image, and that’s usually the result with DIY branding. Even if you know how to do some graphic design work or are a decent writer, good branding takes strategic know-how and the finesse and time to get it just rightthings only a good branding agency like Brand Identity Guru can offer.

12. If you think your employees aren’t part of your brand…
You’re wrong.

Your brand is the face of your company in every interaction with the outside world, and your employees interact with it quite a bit. On the phone, on sales calls, at schmoozing and networking events, or in informal settings, you must train your employees to represent your company in a way consistent with its brand image. Doing so can ensure you have an army well-groomed brand ambassadors out there.

13. Failing to track your branding campaign’s success can lead to future failure

If you don’t make your market’s reaction to your branding effort your business, your business will suffer mainly because you won’t know where to go next. Successful branding is a constantly evolving process, and if you don’t learn from your mistakes, you’ll continually repeat themand make more! On the other hand, once you know what your most successful strategies are, you can build off of them. Any branding agency worth its salt will be able to effectively track the success of your campaign.

14. Don’t forget the clients who got you here, keep good relations

As businesses grow, they sometimes forget the little people who contributed to their success. Don’t. Those who got you here can be an invaluable resource to you even if their business isn’t as important as it was. Since they’ve known you for a long time, they can offer valuable counsel as to the future direction your company, such as offering their opinion on new products or services. They can also continue singing your praises as another satisfied customer. Plus, you never know when a little fish might eat a big lunch and become a big fish to you again.

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click “Take the brand strength test”. This is a short survey that measures the strength of any company’s brand. It’s a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America’s largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.