Our latest Bright Insight is one of The Rabbiter's 7 Golden Rules for coining the perfect name. Read the rest of the rules in the article “Brand Naming: In search of the perfect name with 7 Golden Rules” posted in the blog Richie Rutter which is specialized in Digital Brand Management and Brand Communication Consistency. Enjoy!
On the 15th of August, Facebook announced the implementation of several design changes to improve readability, navigation and overall experience with the website. One of the changes is the use of circular profile pictures - a form that is already used by the second and third largest social media websites - Instagram and Twitter.
No big deal you might say, but can this design trend have some kind of impact on branding and logo design in particular? We believe it can.
As a consumer or a potential client, when was the last time you visited a product or company website? That's right, you probably saw their Facebook page, their latest tweet or you followed them on IG. As social media profiles become the hub of brands, Facebook, Instagram and Twitter are now probably the only places where you see brand logos online. And if your business is online based only, that's actually the only place where your target audience sees your logo. Period.
And that logo is in a circle.
Of course, any logo can be put on a circular background - take a look at these examples:
You can click on the pictures to enlarge them.
You see, Nike has a great logo but it has to be smaller in the circle so it could "breathe", as designers would say. Making it smaller means making it less visible, though.
In the next example, we can see Shell's logo which is almost round, but not quite. It had to be reduced to fit in the Facebook's circular frame.
And then, we have Starbucks - their logo is round and they can expose it in its full brightness, without white spaces around it, completely visible and looking very natural on Facebook.
The circular frame is even more challenging for square logos. Ours is exactly like that and it probably doesn't look in its best shape when made circular:
Would we change our logo to circular? Of course not, we love our logo the way it is as it evokes quite a few ideas related to our philosophy and brand identity. However, we are pretty sure that these social media changes will influence the way we perceive logos. The circle is actually an extremely suitable form for logos and is quite easy on the eyes, so don't be surpised if we offer a circular logo to your newly chosen name...
There are different ways to test if a brand name is bad, good or great. One of OUR ways is to simply put the name in a sentence and to see how it sounds. Try it yourself and you'll have a completely new perspective of your name's appeal and potential.
Take a look at all our tricks in our article "5 WAYS TO RATE A NAME".
The year 2016 was a successful one for The Rabbiter - the company was invited to join "Upwork Enterprise" and, of course, we accepted! Upwork Enterprise is an end-to-end freelancer sourcing and engagement system created by Upwork, the largest freelancing platform in the world. Upwork Enterpise provides talent sourcing and engagement solutions for larger companies. These clients have teams of hiring managers and hundreds of active projects. From fast-growing startups to Fortune Global 500 companies, Upwork Enterprise streamlines sourcing, engaging, and paying contractors so clients can hire quickly and easily at scale.
The Rabbiter's first Upwork Enterprise client was Ethicon, a company part of the pharmaceutical giant Johnson & Johnson, listed among the Fortune 500. Johnson & Johnson is now the biggest client that The Rabbiter has ever worked for, dethroning Fila which, back in 2014, engaged The Rabbiter to name a new collection of running, basketball, training, fitness, and casual footwear.
Happy New Year to all our clients, past or current, big or small!
Bright insight #3 is a quote from the marketing guru Al Ries.
Like and follow his Facebook page here.
Many entrepreneurs and startup owners perceive their brands as children. And it makes sense – they have created their businesses as miraculously as a sudden conception, they make their research and preparations before the launch like parents prepare for the birth, they take care of the brand’s health once it’s launched like parents take care of their babies, they make sure their brand is positioned in the right way on the market, just like moms and dads make sure their children find their place in society and so on. Similarly, business owners also get personal when it comes to naming their brand, just like parents carefully choose names for their little ones. However, children and brands are too different and the approach to naming these should also be different.
What are the 5 main differences?
1. Specific to target audience
Brand names should be created suitable for the target group, while baby names are usually created as if the target group is the family with one very influential opinion leader – the mother.
Baby names, with small exceptions, are existing names or derived from existing names. Brand names can’t afford that due to issues like trademark infringement and authenticity.
3. Domain availability
Brand names don’t really exist in the modern world unless they have a website with a matching domain name. Fortunately, parents should not worry about domains, at all.
Some human names are derived from specific words and evoke a certain idea, like Joyce (derived from joy) or Pierre (French for stone), but those names are given before or shortly after birth, therefore the name is not related to the baby’s quality, unless by chance. In the business world, you can’t really leave this to chance – a funeral agency can’t be called Joyce.
5. Nationality and religion
Baby names are usually specific to the nationality and the religion of the family. Brand names should be in line with the nationality of the target market(s) or with a global sounding, as well as preferably not related to any religion.
In conclusion, being a business owner is close to being a parent but you should be careful with the naming. The good news is that you can always rebrand your business if it’s not working right.
Our new bright insight is a thought from Seth Godin's blog.
Enjoy the full article Sloppy naming.
Using freelancer sites is a great way to work with independent contractors mainly because of the variety of freelancers available and the payment security which these platforms offer through escrow systems. We decided to rank the best freelancer sites for copywriting and branding services, describing briefly their strengths and weaknesses.
1. Elance (closing in 2015)
Strengths: higher quality of freelancers’ service, clients with higher budgets, user-friendly website, prompt help center support, great blog, only 8.75% project fee, bank withdrawal option.
Weaknesses: complex registration, expensive credits.
Strengths: biggest and most popular freelancer site.
Weaknesses: high percentage of low cost projects and freelancers, complex and slow site navigation (although recently improved), project fee charged in advance, no option for attachments in job proposals, 10% project fee.
Strengths: relatively high amount of projects/freelancers, easy registration.
Weaknesses: funds transfer lasts 6 days, frequent website technical difficulties.
Strengths: useful features such as Hourlies.
Weaknesses: lower amount of projects/freelancers.
Strengths: user-friendly website.
Weaknesses: low amount of projects/freelancers.
We are proud to present our new category at our blog: Bright Insight. Bright Insight is a section containing inspirational and useful phrases on the topic of brand naming, both derived from our naming philosophy and blog posts, and from marketing gurus expressing their opinion on the matter. Every insight will provide a link to its source where readers could learn more about it. You can follow the entries on our Facebook and Twitter profiles through the hashtag #brightinsight.
Enjoy our first Bright Insight:
The quote comes from an article of ours about the brand names that sound like a slogan. Some people believe that these are better, especially because of SEO reasons. And they are wrong. Read the full article "DOES YOUR BRAND SOUND LIKE A SLOGAN? WELL, IT SHOULDN'T".
Choosing a naming agency has become quite difficult with the increasing number of companies and freelancers specialized in that area. What should you look for in the provider to make the best choice? Here are some suggestions for criteria on this crossroad:
The website of the providers can seem professional and fancy but the first thing you should evaluate is their work. Don't be fooled by beautiful site content and promises, just check out the names that they have come up with so far. It's important to verify whether the namer's style coincides with yours. Think for a moment: when you walk into a shoe store, you expect to see the shoes and you usually try them out. Why should it be different when choosing a naming service? Oh, and if there is no portfolio section on the provider's website... well, that means that they only have one sample for you - their own company name.
If you still haven't searched for the portfolio on the website, we suggest you do it now.
Did we mention that portfolio is crucial?
4. Clear pricing
The lack of a pricing page usually means high prices. If an agency charges $75,000 for naming services, they probably won't highlight it on their website. Contrariwise, if a freelancer charges as much as $100 for a batch of names, he/she would definitely prefer to let you know they do. Some companies charge per hour, so that's another reason to be unclear about the final amount the client will pay eventually. If you can't find the prices, don't start the project before you get a clear and final quote.
5. Specialization in naming
The best services are the specialized ones. If you had a heart condition, you wouldn't go to a General Practitioner - you would visit a cardiologist. Same with naming, you would want to work with a provider specialized in brand identity development. Contacting a 360° marketing agency, for example, may bring you headaches unless you really need the whole 360°.
Take a quick look for any kind of attestation of competence by third party, such as testimonials by actual clients, media coverage, freelancer site ratings and other organizations' endorsements. Third party means objectivity. Refer to websites you trust, like Wikipedia, where content is never random. Read the Naming firms article and check this list of 30+ naming companies shared by Wikipedia in the References section of the article. Yes, we are there, yoo-hoo!
It may seem less important that other criteria but a blog is a smart way to see if the company is a good match as you can read and see what they are fighting for and what their philosophy on brand naming is all about. In this regard, we wish we had the time to post more often.