The selection of your personal or company brand name is extremely important in the real estate game. The idea is to make it as easy as possible for people to recall your name. If you can get your target market to make the association of your brand name with your brand category, your strategic differentiator and the benefits your brand provides in just one impression, you can accelerate your word-of-mouth advertising.
One of the biggest branding mistakes that real estate agents and companies make in selecting their brand name is to use initials. Unless you already are very well known with your full name, it is wise to steer clear of initials because they are very easy to forget. Kentucky Fried Chicken spent millions of advertising dollars over years to get their brand to top-of-mind status in the fried chicken niche before they distilled it down to KFC. The same applies to IBM, 3M and JFK!
Here is an example of a brand name that sticks in your mind after just one impression, which is the ultimate goal of picking the right name: Howell’n Good Doggie Dentals. The ad depicted above is a perfect example of outstanding branding and advertising, one of the best we have ever seen.
Why this ad works perfectly:
Brand Name: First, the brand is a take off of the owner’s name Charmaine Howell. A howl is a cry of pain or fear or amusement. The brand category is also cleverly conveyed in the name: Doggie Dentals. It rhymes, which makes it fun and easy to remember.
Strategic Differentiator: Clear communication of the strategic differentiator: Veterinarian Supervised and No Anesthesia
Benefits: Clear articulation of benefits: Safer and More Affordable. Visual results: Before & After photos.
Logo: Name and strategic differentiator distill in a well-designed symbol and/or font that conveys the brand’s personality.
Do you want to accelerate your word-of-mouth advertising? Make your brand name easy to recall!