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Changing conditions for brand launch
Domain management strategy
Brands and social media
Digital and analog brands
Search intent, relevance and SEO
Do not be complacent
Changing conditions for brand launch
The conditions for launching new brands have changed. Time passes and every day new trademarks are registered. It's getting crowded and increasingly difficult to find something new that doesn't infringe someone else's rights. A mistake can be costly in several ways, not only can you be forced to change your name and bear the cost of doing so, but it can also result in a difficult and time-consuming legal dispute.
Domain management strategy
A strategy is needed to manage domains. Even if you have a registered trademark, there may be someone else sitting on the same domain. Nowadays, it is common for bots to monitor and buy up potential new brands. You should be careful and be prepared to buy a domain the first time you Google to check its availability.
Brands and social media
In addition to the domain situation, it is important to keep an eye on social media platforms. What do we want to do there and how should we think? We don't want our new brand to be used on social media already and especially not in situations that could negatively impact us and our business.
Digital and analog brands
Not only does a new brand have to exist in a digital context, it also has to coexist with others. Is there a risk of misleading your customers? In a global world, does the word mean something inappropriate or misleading in other languages? You should know what it means from both a linguistic and cultural perspective. Pepsi's slogan "Pepsi brings you back to life" became "Pepsi brings your ancestors back from the grave" in Chinese. And feel free to say "Hi Siri" to your iPhone, but avoid if you are in Georgia.
Search intent, relevance and SEO
If we think about search engine optimization, it is also important what name we choose and what related concepts we want to work with. We usually measure search intent and difficulty in ranking (how much demand there is to rank on certain terms) and if there are lots of searches for your brand but for a completely different purpose, it is negative.
Do not be complacent
How to solve this? Think about it. After. Before. Sometimes you may be forced to consider another brand in a local market. A brand with strong brand associations is more resistant to unwanted associations. A strong brand can become something of its own that is decoupled from its original meaning. But perhaps the most important thing is to think beforehand and avoid, as far as possible, getting into a situation that is both expensive and difficult to get out of. It is always best to get it right from the start.
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