While we’ve talked about the importance of being able to sell a name, and touched on the fact that most great names aren’t the most comfortable ones, at first, it’s important to note that we aren’t advocates for extreme risk-taking. Naming is not a purely creative exercise; it is part art, and part science. It’s also a business decision.If your client has come to you with a suboptimal brand or brand architecture (or none at all), your job as their agency has been made that much harder, and you’ll likely want to have a conversation about rebranding. It’s not uncommon for this to be a surprise to clients - “but wait -- we just wanted a kick-ass campaign that drives sales, and now you’re telling us we have to do this big, expensive, other thing that has no clear ROI first? And what about the equity in our current brand?”
It’s likely that this conversation will not be an easy one. We have a lot of experience with complicated rebranding projects; we know what to say to help clients along, and we know which questions to ask to make sure that everyone is aware of the risks and potential benefits of this course of action. If we feel that too much value will be lost in rebranding, we’ll say so -- knowing that the potential upside of a truly powerful brand is worth a frank conversation with eyes wide open all around the table.
Alternatively, you may be dealing with a client who is just starting out -- with a brand that you already know is not destined for greatness.
Whatever the scenario, bring us in for a free consultation; we’ll happily talk through the pros and cons of the current brand - with you, with the client, or both. In the end, we may be just what you need to push some difficult decisions along, setting the stage for your agency’s creative talent to shine.