The importance of a name to a business
The naming of the enterprise is the first step in creating a brand, and the name itself is the advertisement of the brand, so a good name has a good sales force and promotion significance. It can be said that a company has a good name, and the product obtains a good brand, which is recognized by the world as an "intangible" asset. As the saying goes: fame and fortune, fame and fortune, fame is advantageous. It is easy to understand that the name is in the front, the profit is in the back, the first is famous, then the advantage, and if there is a good name, there will be good profit, which is very easy to understand. It can be seen that the corporate name with high generalization power and strong attraction will have a great impact on the visual stimulation and psychology of the public. A uniquely designed, easy to read and remember, and full of artistic and figurative corporate names can quickly capture the public's vision, induce its strong interest and rich imagination, and make a deep impression on it. The name of a company has a significant impact on establishing a good corporate image.
Classic case In 1994, next to the 107 National Highway in Xiaobian Village, Chang'an Town, Dongguan, a new steamed rice shop was opened to provide convenience for passing drivers and passengers to rest and eat, the name is "168", which means all the way. With 168 as the selling point, it is completely out of the need to attract long-distance drivers and passengers, so that they can feel comfortable and can be good, which is in line with the concepts and ideas of Chinese. At that time, the "168" steaming shop was only more than 70 square meters in size and the restaurant had only 4 employees, but the founders believed that they could definitely make the business bigger and make It China's McDonald's. Later, as the steamed rice shop grew bigger and bigger, the name of "Yi lu fa" (the consonant of 168) began to seem incongruous with the target customers. Because they are no longer facing the drivers who frequently pass by on the national highway, but the residents of the town. So, in 1997, the store changed its name to "Double Seed", which means that the seed sprouts and works together to promote Chinese food culture. By 2002, the "Double Seed" steamed restaurant chain was in a far-reaching position in the entire industry. However, the company wants to go out of South China and move towards the whole country, although the original "double seed" brand gives people a simple and kind image of rural and townships, it is not atmospheric enough and lacks a sense of modernity. So in 2004, they hired a professional planning company to plan, combined with their own characteristics and selling points, and finally changed their name to "True Kung Fu". First of all, the "true" and "steamed" words of "true kung fu" are harmonious, which fully integrates the characteristics of the company's original cup of steamed rice; secondly, because it is necessary to compete with foreign fast food, there is no "real kung fu", that can work; finally, they used Bruce Lee, an international superstar of Chinese outstanding real kung fu, to make a LOGO, representing true kung fu. In any way, this is a successful turning point, with hands on it, going out and putting it on the stage. As of September 18, 2009, Zhen Kung Fu has opened more than 350 direct-operated restaurant chains in Beijing, Shanghai, Guangzhou and Shenzhen, making it the largest and largest Chinese fast food chain with the largest number of directly operated stores in China.
Just because of the change of a name, I don't know how much benefit and value it brings to real kung fu? Therefore, the name plays a very important role in the development of a company! However, when many CEOs of enterprises name their own enterprises, they only take names based on their own feelings, and do not consider whether they will have an impact on the enterprise, which is very wrong.
I've helped a lot of people and companies change their names. I find that many business names, at a glance, is difficult to succeed, why? For example, if you sell cars, your company's name is "Snail", which is broadcast every day in CCTV prime time, will others buy your car? I remember once in Guangzhou, a group of entrepreneurs invited me to dinner. During the meal, we handed each other business cards. I noticed that one of the entrepreneurs had a word on his business card, and I couldn't guarantee that I would be able to pronounce it accurately. So, from that time on, I came to the conclusion that this enterprise, whether it succeeds or fails, one thing is certain, it is difficult to become a well-known enterprise. Why? No one would say, "Wow, the name of this company, I must look up the dictionary, pronounce this word accurately, and tell more people how to pronounce it." But if you advertise that whoever knows the word will be rewarded with a million yuan, then someone will definitely do it!
Since names are so important, how do you name them? First of all, we must recognize the misunderstanding of naming, be targeted, and avoid making such mistakes again. In general, these misunderstandings are mainly manifested in the following aspects:
First, covet convenience, ask someone to name it yourself or casually, and feel that it is okay;
Second, deliberately pursue the literal meaning, or the picture is auspicious and developed, or called "king" and "hegemon";
Third, one-sided attention to good listening, easy to remember, and even at the expense of curiosity;
Fourth, based solely on the current products, the positioning is too narrow, and there is not enough space for product expansion and even cross-industry operations.
These practices, which lack in-depth thinking, often cause the sequelae of "innate deficiency" to the development of the brand. There must be a method and a skill in naming. For example, "Shihua - to work hard and serve the prosperity and strength of the Chinese people in the world, so that Chinese enterprises can become the backbone of the world economy", I thought about the future from the beginning. No matter how big the development of Shihua Zhiye Group is, future generations will feel that this founder has vision, thinking and pattern, which is an important part. So for the name of the company, I personally have a few suggestions:
First, remember and don't use personal names. No matter how good the name is, no matter how relevant it is to your industry, no matter how good it is to promote, it is useless for others to remember it. At the same time, the habit of Chinese is not to advocate "individualism".
Second, highlight the benefits and value to customers. The name is best to reflect the value of the product and the benefits to the customer, so that the customer or consumer can see at a glance.
Third, industry relevance. A brand that meets the characteristics of the industry is a successful brand, under the premise of conforming to the development plan of the enterprise, giving the brand name a certain industry personality, which is conducive to the shaping and promotion of the brand.
Fourth, it is best to link it with the development strategy of the enterprise. Under the premise of conforming to the development plan of the enterprise, giving the brand name a certain industry personality is conducive to the shaping and promotion of the brand.
Fifth, distill a slogan. This slogan should be unique, can form a unique image in the minds of customers, so that customers in the purchase of similar products, the first thing that comes to mind is you.
Sixth, the founders liked it very much. If you don't like the name yourself, can you expect more people to like it? With the above points, do you have a new understanding of the naming of corporate brands? At the scene of my course, many students asked me to change their name or change the name of their business.
Tan Zhihua of Shanghai Botao Decoration Engineering Co., Ltd. is one of my consulting clients, and when he asked me to do the "President Consulting Storm", I suggested that he change the name of the company. Why did he say? I said: "Wave decoration, others listen, it is easy to think that you are doing the bath industry, and your main project is decorative products, and the word 'wave' is far from your positioning, so it is best to change it." ” Later, he asked me to help him change his name, and I changed it to "Space Beauty Decoration" company. Why people want to decorate the house, is to hope that their space can become more beautiful, more comfortable, more enjoy the joy of life. Then I thought of an advertising slogan for them - "space beauty, make space better", and the core value of the brand positioning for them is "extreme, personality, taste". Whether it's a name, an advertising slogan, or a core value, it's a better fit for their products and makes it easier for consumers to remember them. I also have a customer in Xinjiang, Golden Leopard, which is a famous cafeteria. Their buffet is $298 per person. At first, I felt a little expensive, but when I learned that this cafeteria had a total of 300 dishes and only needed 298 yuan to eat casually, I felt that it was not expensive. In the process of communicating with them, I saw that their operation was not particularly ideal and felt a responsibility to help them. So I asked them to unify all the prominent places and all the propaganda places, called "Just one investment, enjoy 300 delicious." Not only that, but also indicate how much the market price is per portion next to all the buffets, and then the store is 298 yuan all inclusive. I told them that as long as they continue to promote it over and over again, their customers will also tell others that "with just one investment, you can enjoy 300 delicious dishes." In the end, its performance improved by leaps and bounds.
Of course, I helped change the name of the enterprise far more than these two, for example, I changed the name of a student who does furniture from "practical furniture" to "use hair furniture", and then the advertising slogan is "one use to send", because "real hair furniture" is more common, and "use furniture, one use to send" in line with the idea of Chinese Tujili; there is also a Hengyou furniture, I listed them with the slogan of "Hengzhi Wanjia Friendship Love the World"; Shanghai Clarence Natural Health Club, which is mainly to regulate people's internal physiological functions, So as to rejuvenate the best mental state, I gave it the slogan of "proficient in spirit"; Wuxi Yanshoutang Medicinal Restaurant, my creative slogan "Yanshoutang - let me live enough"; "Through the world" telegram, the slogan is "through the world, the world is connected", indicating all the way through, the road is through; there is also a customer who cooperates with the Fenjiu Group, called Baijia Laogen, they often do advertisements in various satellite TVs is "Baijia Laogen, add Fugen for you", I change it to "Baijia Laogen, Cup Tianfugen", when toasting, say a sentence "Come." , another cup, cup tim fugen; another cup, cup tim fugen", others are still willing to refuse? Sorry to refuse, won't sales come up?
There are many more companies that I have helped change their names and slogans, and I will not say them all. In short, the slogan is an extension of a brand name, and the name is a condensation of the slogan, it is best to echo back and forth, verify each other, so that it can deepen the customer's memory, produce a good brand communication, and the memory can be converted into market productivity.
Author: Jiang Lanxin
This article is an original work, if you need to reprint, please contact!