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How do you keep up with the latest trends and innovations in brand naming and logo design?

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Brand naming and logo design are crucial aspects of brand management, as they help you communicate your identity, values, and personality to your target audience. However, the world of branding is constantly evolving, and you need to stay on top of the latest trends and innovations to stand out from the competition and connect with your customers. In this article, we will share some tips and best practices on how to keep up with the changing landscape of brand naming and logo design.

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Darren Christopher Pereira

Senior Research Development Director
Page West

Emeritus Professor of Strategy and Entrepreneurship, Wake Forest University
Parul Bhagat

Investments Marketing at Cadman Capital Group | Cadman Investments???? | Cadman Securities | Co-opted Governor of The…

1 Research your market

The first step to creating a relevant and memorable brand name and logo is to understand your market, your customers, and your competitors. You need to conduct market research and analysis to identify the needs, preferences, and expectations of your target audience, as well as the strengths, weaknesses, and opportunities of your niche. You also need to monitor the trends and innovations that are shaping your industry and influencing consumer behavior. This will help you find a unique positioning and value proposition for your brand, and avoid copying or clashing with other brands.

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Peter Kemp

CMO - Marketing SVP/VP - Change Management Expert (Strategy, Branding, Process, Org. Design) - Creative Strategist and Problem Solver
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you also need to look at other related industries that target similar audiences - if you are coming up with a name/logo for a kid snack food, you also need to look at other kid products - toys, video games, fashion, influencers. But you also need to consider other kid trends - movies, music, social media. You also need to look at other factors affecting that market that you may want to embrace or avoid - are there news items you need to take into account that are positive or negative in their lives

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Parul Bhagat

Investments Marketing at Cadman Capital Group | Cadman Investments???? | Cadman Securities | Co-opted Governor of The Avenue Infant School, Wellingborough??| Board Trustee at Rushden Sea Cadets ??
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Conducting a competitor analysis will help to understand what works well for other brands in the segment and what potential areas can you leverage or improve on to make your brand stand out.

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2 Be creative and original

The second step to creating a distinctive and appealing brand name and logo is to unleash your creativity and originality. You need to brainstorm and generate as many ideas as possible, using different techniques and tools, such as mind mapping, word association, name generators, or online platforms. You also need to experiment with different styles, formats, and elements, such as typography, color, shape, symbolism, or sound. The goal is to find a name and logo that are catchy, memorable, and meaningful, and that reflect your brand's identity, values, and personality.

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Darren Christopher Pereira

Senior Research Development Director
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Who decides what creativity is? Part of the problem is that its hard to be objective regarding what is truly creative, in a sea of creative people arguing that they are the most creative. Old folks with text book ideas from 50 years ago assuring you that tried and true is best, fresh minds with fresh tricks and then ofcourse... there's just your preference. My approach has always been to do the research and then go with your gut. Either it was a great idea or it wasn't, but that's what feed back and beta tests are for.

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Peter Kemp

CMO - Marketing SVP/VP - Change Management Expert (Strategy, Branding, Process, Org. Design) - Creative Strategist and Problem Solver
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color and design elements also need to be considered that are in related or tangential products. You don't want to choose a color palatte that is similar to a competitor or a product with negative connotations - similar considerations for name or design elements. For example, the enron logo is really nice, but no one will want to copy it for a while because of the negative connotations

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3 Test and validate your ideas

The third step to creating a successful and sustainable brand name and logo is to test and validate your ideas with your target audience and stakeholders. You need to gather feedback and opinions from potential and existing customers, as well as from your team, partners, or experts. You can use surveys, focus groups, interviews, or online tools to measure the effectiveness, attractiveness, and suitability of your name and logo. You also need to check the availability, legality, and cultural appropriateness of your name and logo, to avoid any conflicts, confusion, or controversy.

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Parul Bhagat

Investments Marketing at Cadman Capital Group | Cadman Investments???? | Cadman Securities | Co-opted Governor of The Avenue Infant School, Wellingborough??| Board Trustee at Rushden Sea Cadets ??
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Cultural relevancy should be prioritised as what is acceptable in one culture / language may be unacceptable or offensive in another. You want to launch a brand that has positive connotations in every market regardless of language or cultural differences.

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4 Adapt and evolve your brand

The fourth step to creating a resilient and relevant brand name and logo is to adapt and evolve your brand over time. You need to monitor the performance, perception, and reputation of your brand, and identify any gaps, issues, or opportunities for improvement. You also need to keep an eye on the changing trends and innovations in your industry and market, and update your brand accordingly. You can use rebranding, renaming, or logo redesign strategies to refresh, revamp, or reposition your brand, depending on your goals and needs.

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Peter Kemp

CMO - Marketing SVP/VP - Change Management Expert (Strategy, Branding, Process, Org. Design) - Creative Strategist and Problem Solver
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when creating a logo or brand, you also need to think about the brand hierarchy and structure you may need over time - do you need sub-brands? are there different versions? do you need to differentiate by market?

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5 Learn from the best

The fifth step to creating a remarkable and influential brand name and logo is to learn from the best. You need to study and analyze the examples of successful and iconic brands in your field or in other sectors, and understand how they created, maintained, and evolved their brand names and logos. You can also follow and engage with experts, influencers, or communities in the field of brand naming and logo design, and get insights, tips, or inspiration from them. You can also attend events, workshops, or courses to improve your skills and knowledge in brand naming and logo design.

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6 Have fun and enjoy the process

The sixth and final step to creating a great brand name and logo is to have fun and enjoy the process. Brand naming and logo design are creative and exciting endeavors that allow you to express your vision, passion, and personality. You should not see them as chores or burdens, but as opportunities and challenges. You should also not be afraid to make mistakes or experiment with new ideas, as they can lead to breakthroughs or discoveries. The most important thing is to be authentic, consistent, and confident in your brand name and logo.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Page West

Emeritus Professor of Strategy and Entrepreneurship, Wake Forest University
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No matter what you do now, no matter how you currently creat value, things will change and probably pretty quickly. So how do you anticipate what future needs will be and how you will need to create value in the future? When you’re standing in the middle of a glacier, you can’t tell what going on. To see how quickly things are changing, you need to stand at the edge of the glacier. So you need to get out of your usual mindset, start talking to people in different fields and industries, develop an outside-in view of what’s going on.

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How do you keep up with the latest trends and innovations in brand naming and logo design?

1

2

3

4

5

6

7

1 Research your market

2 Be creative and original

3 Test and validate your ideas

4 Adapt and evolve your brand

5 Learn from the best

6 Have fun and enjoy the process

7 Here’s what else to consider

Brand Management

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How do you keep up with the latest trends and innovations in brand naming and logo design?

1

2

3

4

5

6

7

1 Research your market

2 Be creative and original

3 Test and validate your ideas

4 Adapt and evolve your brand

5 Learn from the best

6 Have fun and enjoy the process

7 Here’s what else to consider

Brand Management

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