INTRODUCTION
Imagine the pulsating energy at the launch of a new product — a moment that could redefine the B2B tech scene. Just as Cisco wasn’t named “Tech-Router Pros,” branding demands more than a descriptive title — it’s about resonating with the right audience.
TLDR SUMMARY
1. Understanding Brand Design Services 2. Do I Need Branding Services? 3. How Much Should I Pay for Branding? 4. How to select a Branding Agency for Branding Services 5. Nine Best Practices for Naming Your Next Big Product 6. Conclusion
1. Understanding Brand Design Services
Definition and Relevance We all know Salesforce. It’s more than software; it’s a promise to aid sales. Branding encapsulates the ethos, persona, and vision of a company into a memorable, relatable entity. They further cemented their branding at IPO, harnessing CRM as the ticker. Shaping Market Presence In the crowded B2B space, unique branding can be the difference between getting lost in the crowd and standing out like Slack amidst a myriad of communication platforms.
2. Do I Need Branding Services?
A clear, consistent brand identity is key to driving revenue – not only through recognition and engagement, but also through consumer loyalty and trust. How do you tell when you need branding? There’s a few dead giveaways: 1. You’re a new company, and relatively unknown in your vertical. 2. You’re offering a solution that’s niche, ‘quirky’ or cutting edge – it’s a solution most people haven’t heard of. 3. Most of your existing business comes from referrals and networking 4. You’re still working out what your perfect ‘pitch’ sounds like. 5. You want to speak to a very specific group of people and solve their problem- but you aren’t sure if you have perfect ‘product market fit’ yet.
3. How Much Should I Pay For Branding?
Good branding can have an ROI that’s not just 10x, but 100x – but what’s the initial investment generally cost? Well, as with most things, you get what you pay for, but here’s a good industry standard guideline for Branding Costs in 2024: ● Market & Keyword Research $1,000 – $7,000+ ● Brand Identity Development – $1,000 – $5,000+ ● Logo – $2,000 – $8,000+ ● Visual Style Guide – $2,500 – $5,000+ ● Editorial Style Guide – $1,500 – $4,000+ ● Brand Book – $3,000 – $4,000+
4. How to Select a Branding Agency for Branding Services
1. Look for passion and drive – a dedicated team that shows a deep interest in understanding your solution means more than old-school prestige or a big expensive name. 2. Cultural fit – do they ‘get’ you? If your solution has a west coast, tech-centered vibe, you probably don’t want to be working with a bureaucratic branding agency that’s a little long in the tooth – pick someone who knows your industry. 3. Look at their portfolio! Make sure their aesthetics, design work, copy, and general tone match your own! Again, see if they’re comfortable with working in your vertical. 4. Consider budget – go in with a solid idea of what you have to work with, so the agency can come up with a plan that meets your needs. Some of the best value comes from mid-to-small size agencies where you’re a key account. 5. Schedule an interview! Meet up with them in a call and see who ‘feels’ the best – trust your instincts. 
5. Nine Best Practices for Naming Your Next Big Product
What’s in a name? When it comes to branding and its impact on revenue, quite a bit. Here are some additional things to keep in mind as you’re building your brand name: 1- Consistency is Key: Think IBM’s Watson — a name that resonates with intelligence and fits seamlessly with IBM’s brand narrative. 2- Descriptive Names: Like Microsoft’s SharePoint, let your name give a glimpse of its function. 3- Avoid Confusion: Ensure you don’t sound like another Slack or Trello in the market. 4- Keep it Short and Memorable: There’s a reason we remember names like Zoom or Slack quickly. 5- Scalability in Naming: Just like tech debt, branding debt is a thing. You want a name that can scale with your product lines and market penetration. Dropbox began with file sharing, but the name accommodates its growth into a collaborative workspace. 6- Trademark Checks and Domain Availability: Critical steps to ensure your brand’s digital identity remains unique. Avoid the embarrassment Oracle faced when it had to rename its “Java EE” after issues with rights. Don’t get caught like when Dropbox initially didn’t own ‘Dropbox.com’ and had to use ‘getdropbox.com’. 7- Cultural Considerations: Dive deep into cultural nuances. Brands like Microsoft were faced with challenges with Bing in Chinese markets. Bing translates to Illness and therefore the brand was renamed to bì yìng in China, which means very certain to respond in Chinese and thusly underlines the importance of cultural research. 8- Feedback, Positioning, and Market Testing: Take cues from giants like Cisco, Adobe & Doritos that often run beta tests or contests and get ample feedback before finalizing product names. 9- Avoiding the Trend Trap: While “AI”, and ESG are all the rage, ensure you aren’t binding your product to transient trends.
CONCLUSION
The bridge between a startup’s innovation and the market’s recognition often lies in its branding. As B2B startups set sail on this branding journey, remember, it’s not just about launching a product — it’s about launching a legacy. May your branding journey be as strategic as it is creative, and may your product names echo in boardrooms across the world. Our team at Estes Media uses in-depth research expertise to develop bespoke marketing strategies for our clients, helping them to grow smarter and get a return on their investment. Get in touch with us today for an honest chat about your organization’s marketing.
