What,Name,Lessons,Branding,fro ecommerce What's in a Name? Lessons in Branding from The Elevision Ne
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Copyright (c) 2008 Soaring Eagle Companies LLCWhen you first start a new company, probably one of the biggest struggles is what to call it. The Elevision Network was no exception. Finding just the right name took a lot of brain power, the support of management and investors, and the help of a branding expert.The Elevision Network did not start off as that. The original name is not important, but the reasons for the change are kind of interesting. While the original name sounded good at the time, the company was very new at that point with very few people involved. Since there weren't that many people to ask what they thought, the company had a name that the few people involved in the company liked.As the idea grew and it brought on more workers as well as investors everyone had an opinion and not everyone thought the original name was a great one. Certainly not great enough to reflect the business-changing company that The Elevision Network represents. So, what to do? First we tried a session with the just the people involved in the company. There were lots of ideas, but no clear consensus. No, it was obvious that they needed the help of a professional.Marketing is an art and there are lots of people out there that do marketing. It pays to do a little homework to find one that really understands your business and what you are trying to accomplish. Also make sure it is someone you can work with and that has some experience with new companies. They should also have experience with companies that have the kind of management/investment structure of your company. They found that person in Rob Frankel. THe Branding expert of the century.Through a tried and true process, Rob Frankel and the leaders of this company, in a mastermind session,came up with the name, The Elevision Network: "TV that Takes You to a Higher Level". Wow, that's exactly what The Elevision Network does! In spite of the length of the process, the work that has to be done to "officially" change the name, and the other headaches, coming up with the right name was well worth the time and energy. Don't short cut this important step or you could be missing out on an opportunity. After all, no one will want to do business with you (or be able to find you) if you have the wrong name! Article Tags: Elevision Network, Original Name, People Involved
What,Name,Lessons,Branding,fro