Create a distinctive and memorable strategic marketing tool…your brand name
Pandas, penguins and hummingbirds typically evoke warm, feel – good thoughts. That is unless your company misses out on valuable web traffic after changes to search engine algorithms impact where your company ranks on search engine results pages – or if it shows up at all.
When released by search engines, these types of algorithmic changes while called cute animals like pandas, penguins and hummingbirds, can cause your brand to get lost amongst vague descriptions unless consumers are searching for it by name. According to Glenn Gabe’s recent post on Search Engine Watch, “…I unfortunately saw many companies get pummelled…losing more than 60% of Google organic traffic overnight.” One of the best defenses against pesky “pandas” – invest in creating a strategic, marketing tool – a distinctive and memorable brand - that consumers easily recall when researching or buying your product.
It's clear to us at Lexicon Branding why brand names matter and how a thoughtful approach to this key asset can help companies rise to the top of search engine results pages on the “wild” worldwide web:
• The most successful marketers use both scientific research and creativity to create distinctive and memorable brand names. It is more than simple word play to create a brand that sticks in the mind. Memorable brands endure and resonate by combining a minimum of three facets – semantics or meaning, sound and letter structure.
• Brands need to stand out and work across the globe in multiple languages and various multi-media formats. This is becoming harder to do given trademark registrations continue to increase. For example, global class 9 trademark applications more than doubled from approximately 259,000 in 1984 to exceeding 530,000 by 2013. Lexicon predicts globally by 2017 there will be 55 million trademark applications across the existing classes.
• A distinctive brand name is perennial, not perishable or easily forgotten. Thus, algorithms can change and the organic traffic generated by your brand survives because it was built to last.
How can your name successfully navigate the 2 million web searches conducted every minute?
The right brand name is a fundamental element of strategic marketing that creates value by being distinctive and memorable as well as elevating the conversation. It evokes feelings typically followed by action. The best guard against changes you can’t control is to invest in your brand so that consumers will ask for it by name – whether they’re shopping in a traditional bricks-and-mortar store or typing it into the search bar.
—David Placek, Founder and President