Imagine you have a special event or party coming up. One of the first things to consider (or maybe it's last for you, but still nevertheless important), is your outfit. So, what are you wearing?
The button down, or polo?
The blue tie, or the black?
The sparkly gown, or the LBD?
What impression do you want to give? Even when dressing on a daily basis, you have the option to choose. And laying out different outfits from your wardrobe, and choosing the one to present yourself with is a lot like choosing your brand or product name—and how the whole brand will present itself, for that matter.
Now, the outfit won't tell the whole story. And neither can a name. People at the party will have to get to know you; your personality is not based entirely on your name, or the outfit you wear. But the outfit can give off a signal. So, what signal do you want to send? Green shirt or red shirt? Black-on-black or cheetah print?
There's no wrong answer. They're just different. (Just take a look at the MET Gala outfits that celebrities plan each year. Your brand is kind of like that.) Even in a family of products, or in the most “unsexy” types of businesses, there's still an impression worth making. Still something to communicate.
Consider us your personal stylist, picking and choosing more than a few options that fit the message you're hoping to send. And with outfits, and as with with names, it might help to have a few backups, just in case. So, what outfit do you want your brand to wear?
If you have questions, thoughts, comments, or ideas, please reach out.
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