Name that Brand

One of the biggest challenges for any new company or an existing business looking to overhaul its image with a re-brand is deciding on a name. In the age of Apple, Google, and Uber, a clever name can make or break your company. It’s your first impression, and your sharpest tool for promoting brand growth and recognition. And while it’s totally acceptable to make one up, it’s also really easy to miss the mark. Recent naming trends inspired by top tech brands like Facebook, Yelp, and many others include blending words, borrowing words (or parts of words) from other languages, delving into mythology for lost names and meanings, changing the spelling or pronunciation of existing words, or making up completely new words. (We draw the line at tech-inspired baby names. Sorry, little Hashtag.) When you create a never before used name, you’ll have to infuse meaning through careful marketing and brand building. But you can only do this with a name that “works.” Think about Yahoo, which may have sounded silly a decade ago but is now one of the most recognized brands in the world. If the company’s impending sale to Verizon goes through, they’re going to have their work cut out for them imbuing the same recognition into their new name, Altaba. Sounds like a 90s remix of a 70s disco song. So how do you know if a name works? One crucial—and often overlooked—step in the naming process is to try saying it out loud. This is one of our favorite tricks to test-drive copy, and it’s equally effective for test-driving prospective names. When a name hits the air, you’ll know right away whether it’s working or not. (Saying it in your […]

WriteBrand announces full design capabilities in Microsoft Word

For years, WriteBrand has been a boutique copywriting and brand strategy agency, filling a unique niche in the West Coast marketing/advertising industry. And words have always been our focus. Today, we’re proud to announce an expansion of our capabilities. In addition to writing and brand strategy services, we’ll also be offering full design capabilities in Microsoft Word. “We’re highly skilled in Word after working in it all these years, so it was a natural step to offer these design services to our clients,” says WriteBrand founder Janelle McGlothlin. “And as writers, we have a natural knack for design. Writing and design are pretty much the same thing, really.” “We can do brochures, one-sheets, any kind of printed material. We can make it one-column, two-column, even do three-column, and we can put the page breaks wherever you want them,” says writer Mouncey Ferguson. “We can add images, too, though they can be a little glitchy. Because of this, we also deliver a pdf file that is compatible with Mac or PC.” “We can even use the ‘save as web page’ command and create a web page for you,” Ferguson added. “We have a dedicated process for learning our clients needs and understanding their vision, and then either making the text bigger or smaller to accommodate that vision,” says office manager and project coordinator Rebecca LaFond. “We can also make text bold, italic, or underlined for no extra charge.” We’ll also offer logo design services. Says writer Kat Popovic, “We can put your company name or first letter in one of hundreds of fonts, to create a logo that uniquely expresses your brand promise.” Other firms offer design services using other software, such as the Adobe Creative […] Launches! (finally)

  Full disclosure – we’ve been working on this site for way too long. Our clients have kept us happily busy, so we can’t complain, but we did learn a thing or two in the process. Since many of our clients face the same issues we do as a company, we put together a few tips to help you take the stress out of getting your website off the ground. ____________________ We’ve all been there. (Especially us.) Some guy: So what do you do? You: I’m a blah blah blah at such and such and we do this, that and the other. SG: No way, I’m looking for a blah blah blah to do this, that and the other. What’s your website? (Crickets.) Y: Oh, well, um, I’m still working on it. It’s in development. You know how it goes, the cobbler’s children have no shoes… SG: (Back to those crickets.) The truth is, to survive in today’s business world you need a website. And to thrive, you need a good one. Building a website can be overwhelming. If you’ve never done it before, or even if you have but it’s time for an update, it’s hard to know where to start. There’s so much to think about, and so little time. (Not to mention TV to binge-watch.) As copywriters, we’ve helped create content for hundreds (if not thousands) of websites. We’ve seen it all: the good, the bad, and the ugly. We’ve also seen the great – which is what you want. The first step is hiring the right designer. A good web designer is a great investment. According to one study, it takes visitors less then two-tenths of a second to form an opinion […]

  • Branding an Experience Branding an Experience

    Branding an Experience

Branding an Experience

  It’s not every day that you get the opportunity to help brand an experience within a big city. And when that experience involves your very own neighborhood, it’s that much more exciting! So when we were asked to help brand the historic Arroyo Seco Parkway National Scenic Byway, the obvious answer was, yes! The Arroyo Seco Parkway National Scenic Byway is a stretch in Los Angeles that runs along the Arroyo Seco river, and spans from Downtown Los Angeles to Pasadena. The Byway crosses through several districts that are as different as they are interesting, and range from nature sanctuaries and historical monuments to artist studios and restaurants – each section having it’s own distinct personality. We were asked to tie all the districts together with one overarching personality and tagline, and also come up with a marketing plan for the short, near, and long term. This is probably one of our all-time favorite projects in this office. To be involved in something that is so close to home and so personal, was really exciting. We were able to draw from our own personal experiences with the Byway, and create something to make it better, and develop experiences that we would like to see in our own neighborhood. And we were able to work with some really great local resources like the Arroyo Guild and Amy Inouye of Chicken Boy and Future Studio fame, as well as the professionals from the national organization, America’s Byways.  

By |July 31st, 2012|Brand|0 Comments