Having assessed and coached hundreds of executives including over 100 CEOs and presidents over the years, I have an idea about what ticks them off. One of their daily irritants is the way many people choose to communicate with them. The top three are stalling, withholding information and offering too much detail. Can you guess which one of these three has the highest potential to get an employee fired?

Communication allergy number one is Stalling.
When a person responds to a CEO’s question they should try to refrain from using phrases such as “It depends” and “I’m not sure but..”
The truth is that when a person responds in this manner, they state the obvious and then confirm that they either really don’t have a clue and can’t actually answer the question or that they don’t necessarily want to tell the truth.

If you want to keep your CEO happy, give a direct response in one to two sentences. Be honest, brief and intelligent. If your boss wants more of an explanation, they will ask for it.

Communication allergy number two is Withholding Information.
Your CEO is there to help solve problems and manage risks. If you decide that you know what you’re doing and deliberately try to solve a problem with a key account before involving the CEO, you are probably going to be looking elsewhere for employment and perhaps a bit more education. It’s amazing how many managers actually do this, risking their jobs and reputations at the same time.
Why would someone hide important information from the CEO? Simple, they know the CEO will blast them with questions: “Why didn’t you anticipate this? Why didn’t you do X, Y, and Z to prevent it? Why haven’t you done A, B, and C to fix it?” If you want to keep you CEO happy, summarize each situation that presents adversity, do a PPA on it and seek input from your boss – perhaps there is something that s/he can do to influence the outcome of this threat. A successful Swiss CEO that I know well used to have a boss who would send an army of analysts to question the team if he suspected that one of his directors was not telling him the whole truth. In order to put a fire out before it even got started, this successful CEO told his former boss during the first month of his employment at the firm: “I hear that you don’t like negative surprises, so I promise to keep you in the loop within a few hours of identifying and verifying that we have a problem. Please give me a day or so after that to investigate why it occurred and then I’ll get back to you with what we believe to be the most probable cause, what we’re doing to get back on track and how we plan to prevent it from recurring.” My friend and current CEO of the very same firm, was never was visited by that army of analysts.

Communication allergy number three is Too Many Details.
CEOs typically guard their time vigilantly so try not to waste a single moment with details on ‘how’ you plan to do something unless you are asked for such details. Use your time wisely and come to the point as quickly as possible. Never use suspense as a tactic when delivering information or responding to your CEO’s queries. This may sound like a no-brainer but it is amazing how many people choose to bore CEOs to death with details rather than getting straight to the point delivering information directly, honestly and succinctly – yes, even bad news. The folks that wish to justify their verbal output in some way before actually responding to a question are primary targets during downsizing cycles… need I say more?

So in summary, don’t stall, don’t withhold information and don’t bury your boss in details. Just prepare in advance, do some careful thinking prior to the meeting and then present your case concisely so that you encourage input, guidance and a solid basis for decision making. Feel free to test the above with Clients as well… it could possibly improve your closing rate.

Networks such as Facebook and MySpace basically help us socialise and communicate with friends en-masse. LinkedIn, Xing and Viadeo concentrate on work-related communication on a variety of topics. The sites aimed at professionals, although much smaller than the ones for hanging out with friends, are having an interesting effect on job and job-search markets.

In many ways the world of commerce is a perfect place for a social network to flourish. Doing business, after all, boils down to managing a web of relationships with Customers, prospects, suppliers and others. Professional networks make it easier for people to maintain such relationships and to forge new ones. LinkedIn, for instance, has over 500,000 groups—some better than others—on specialised subjects that people can join to share ideas and make new contacts. Such connections may prove useful later on.

Research has shown that the more distant members of people’s professional networks are often the best source of new job leads. Job-hunters can also use their networks to gather intelligence about prospective employers and to solicit recommendations that strengthen their candidacies, and they can benefit from some of the career tools that networks provide. LinkedIn, for example, has launched a service that aggregates data it holds to show career paths for certain professions. So someone who wants to become, say, head of consulting at a large company in ten years’ time can see what sort of jobs have led to such roles for others in the past.

Online networks have attracted plenty of attention from corporate recruiters too. Olivier Fecherolle, the head of Viadeo’s French operations, says that for an employer the networks have several advantages over online job boards. One is that people visit them frequently, so profiles on the sites tend to be more up-to-date than those on job boards. Another benefit, he says, is that the networks’ rich profiles help recruiters get a good feel for a candidate without having to spend time on and delve into a detailed curriculum vitae.

But perhaps the biggest attraction is that the professional networks help firms to cut search costs.

Don Cooper, a recruiter at Intel, reckons that they save millions of dollars a year in fees by recruiting senior managers through LinkedIn rather than using headhunters or executive search firms. US Cellular, a telecoms company, says it saved over $1m last year by using LinkedIn that produced good candidates for its jobs faster than traditional recruitment channels.

Mr Piskorski of the Harvard Business School thinks professional networks have been successful because they offer a way for people to participate passively in the job market yet still claim plausibly that they are seeking out information to do their current job better. Companies put up with this, he says, because the benefit they get from better-informed workers more than offsets the cost of losing them when they get poached.

All this makes labor markets more efficient. By cutting out middlemen such as headhunters and executive search firms,  corporations save money. And by looking at rich online profiles of candidates, they can cut the time it takes to get the right people into jobs. Network users, for their part, get what Reid Hoffman, LinkedIn’s chairman, calls an “active sonar” system that publishes their skills to a broad marketplace with minimal effort and collects the responses that ping back with job opportunities.

Social networks have made the labour market more transparent in another way too. A survey by CareerBuilder.com of about 2,700 executives in America last year found that 45% of them looked at job candidates’ social-network pages as part of their research, and more than a third of those had unearthed information there that put them off hiring someone. Time to turn up those privacy settings?

Want our team members to show you how to make Linked In and other similar services work for you?  Just contact us on this page today.

Communicating with developers can be challenging. Most Clients come to us with an outline and a rough idea of a design, As things evolve and a project advances, these same Clients start getting new ideas and dealing with these new ideas is what this article is about. R. Scherf of Smashing Magazine wrote some tips on how to communicate effectively with your developers without damaging their egos, I modified it a while ago and I find myself checking it from time to time to be sure that our design team provides the right kind of input and support to the dev team and that our Client is delighted with the results. I post it here for all of us to reference.

• Provide an adequate level of documentation

Modern software development methodologies may lead you to believe that less documentation is better, however this isn’t necessarily always the case. For starters, the best documentation that is provided is the user interface. Not only does the UI show the developer where data should be and how it should be formatted, but also represents the basic flow of what needs to happen. A well thought-out and complete UI will make you a developer’s dream colleague. Granted, there will always be developers who don’t like everything defined and love to take liberties with your interface. These developers are rare (and most of the time unwelcome) in the design community.

• Stay ahead

As a designer, you don’t need to have every single page thought out before starting development, but it is helpful to stay ahead of the developers. Plan your features accordingly, and make sure you at least have some type of structure (HTML, etc) ready to go when they need it. It is a lot easier for developers to come through on a polished page and insert data where it is needed instead of creating the page from scratch and having the designer come in after them.

• Be decisive

As designers, we make hundreds of decisions on each interface we work on. Whether it is the height of navigation, the amount of text in a table cell, or the alignment of text in the footer, we need to make many decisions each and every day. This is very much like for developers who have just as many (or more) nitpicky decisions to make on every piece of functionality they write. But the beauty of development is that it is less subjective than design. Sure, the architecture, code style and language could all be subject to opinions, but not in the way that design is subjective. Some people prefer stock images, while others illustrations. Everyone has a favorite color, while many colors may be perceived differently by every person.

Designers need to decide what the interface should look like. Although some developers may enjoy tinkering with the UI, it’s not their job; and ultimately slows them down from what they should be doing: developing.

• Don’t change mid-cycle

It is also important to try not to change the design while the developer is in the middle of building that specific feature. Agile and Scrum methodologies insist that the developers work with the requirements they had at the time, and in the following sprint, the developer could revisit the feature and make modifications. As designers, we should try to avoid any type of refactoring of the UI as we can. It is tedious work for developers to go back and change HTML.

Choose an HTML structure and stick to it. Try to account for any type of design feature in your first draft of the HTML (even if it makes your HTML seem somewhat bloated). CSS should already control the look of your interface, so try to think of HTML as backend code that is more difficult to change than a font color in CSS.

Developers don’t like refactoring their code as much as we don’t like providing revisions to Clients. Get the ‘most perfect’ result as soon as you can.

• Communication is key, so be available

You have spent countless hours mocking up the UI, polishing it to your liking and you’re ready to hand it off to the development team. Often times, this is where design ends and development begins. As designers, this is where we should be most involved to ensure that the design concept is fully realized in the working application. Avoid just ‘throwing the design over the fence’, and hoping the developers implement it exactly how you have envisioned it in your mind.

• Stay Involved

Stay close to the project. At the least, be available by e-mail so the developers can contact you about issues with your designs. Respond quickly to ensure your developers are staying on track with the final product. Once again, be decisive in your communication. Most of the time, the real data doesn’t match what you mocked up, and there are many issues you will need to work out in conjunction with your developer.

• Avoid the feature creep

The crew over at 37signals recently wrote a book called Getting Real which talks about this exact problem. This topic probably stems more toward product managers, however it is also important for designers. Always ask yourself, “why does this feature matter?”Avoid a UI that is far too complex, as it only adds time on to development, and ultimately forces you to miss deadlines. If you can’t come up with a good reason why it should be included, then it doesn’t need to be there. It will only slow your team down, as well as create more for you to support.

• Stay Focused

Focus on what is important for your users. For example, if your users aren’t going to use invoicing heavily, or you already know better alternatives exist in the market that you can’t beat, don’t include them.

As we developed one of our recent projects, we weren’t planning on providing a full suite of tools that included invoicing. We wanted to concentrate on proposals, bids and RFPs; knowing that we still needed to serve a small user base that may require invoicing. We choose to add in a bare-bones system (simple line items, nothing recurring), because we felt it may be useful to some people that didn’t already have an invoicing solution. We also realized that users probably wouldn’t want to switch to our invoicing system (mainly because they already had a solution), so there was no sense in creating something robust.

• Set realistic deadlines, and stick to them

As designers, we can quickly turn around designs in a few days and be done with it. Unfortunately, this is not the case for development. The ratio of design to development hours is not even close to 1:1. Make sure your deadlines allow enough time for the developer to implement the features, as well as any back and forth time for questions.

No matter how hard you try to hit your deadlines, something always comes up. Perhaps another project, kids, family, etc. Try your best not to announce any hard dates until you are absolutely sure you will hit them. Announce the week before (or even month before) if you feel comfortable. If you just started a project, never commit to launching in the next 6 months. It just won’t happen, and your users may or may not hold you accountable for that date.

• Don’t make promises you can’t keep

As irritating as missing deadlines is for you and your team, its even more irritating for potential customers that are waiting for your app to change their workflow. Be vague about deadlines, and keep people wanting more.

• Test it yourself

Don’t rely on your developers to write perfect code, as it will never happen. You can’t always rely on developers to test their code to make sure it functions properly, fulfills requirements and ultimately works in the manner you described. But remember, developers don’t write buggy code on purpose. They would rather write perfect code and work on newer, cooler features each release. Since your developers are so close to the code and system, they will inevitably miss something. Don’t blame them, help them fix it. Explain to them where it’s failing and what the desired action should be.

Also as you take on the testing, this frees up the developer to keep moving on the back-end, which once again, is where they should be focusing. And as you find bugs, make sure to fully document them, including screenshots, how to recreate and most importantly, the desired outcome.

Of all the developers we’ve worked with, none of them have been interested in any type of testing past in-the-code unit testing. Large enterprise shops higher entire Quality Assurance teams to follow-up on developers work (which doesn’t make it right, but it’s the way it is). Help your developers out by testing their features — your app will be much better for it and your users will thank you.

• Metrics

One last point is to measure performance. Set milestones and goals and make sure you are hitting your marks. Try to monitor how your team is doing on fixing bugs versus creating new features, as there will always be a snowball effect. Fix bugs early and often to prevent them from growing into larger and more complex bug colonies in the future. And always, always always start the project with a clearly defined end result in a graphic so that everyone sees the same goal and can give valuable input on how to get there.

We love to give really good Customer support. Let’s face it, good Customer support rewards your company with repeat business. Great Customer support turns a potentially sensitive issue into a viral sales tool.

Since we want our own Customers to walk away feeling so good about their experience with us that they just can’t wait to tell others, we need to be sure that we empower the right people closest to our Customers, that they have an appropriate level of authority and that they have the right tools supporting the entire process.

If you deal with Customer service issues on a daily basis then you need a set of tools that help make your job easier. Customer service is a process that can be a pleasure for all involved if you know what to do next, have the appropriate tools working for you and are able to deliver satisfaction to your Customers effectively in both written and verbal form.

Now, don’t get me wrong, not everyone is cut out to be a Customer service rep – it takes a special person to do well with this kind of challenge. In our experience, those who excel in such a role are the type of individuals convinced that their Customer is King. For these lovely people, I’d like to extend a personal thank you as both a business owner and as one of your Customers – you folks are the reason that I recommend your products and services to my list without hesitation.

Who are we to recommend something in the Customer support space? Well, over the past 10 years BoxOnline’s b6group consultants have implemented more than 60 Customer service solutions for our Clients and from that experience across a broad install base, I’d like to share some tips on improving your Customer service processes so that you too can focus on delivering world-class Customer service instead of fighting with technology that was not designed to treat Customers as King or to make your life any easier.

Let’s try to tackle these items one at a time with the objective of satisfying more Customers, following up with each issue in a professional, organized and sequential manner and also allowing these Customers to walk away feeling so good about their experience with you and your company that they just can’t wait to tell others about the great experience.

To deliver world-class Customer service you are going to need three things.
1. A ticketing system
2. An issue tracker
3. A platform for Customer service

While most software used to be installed directly on your computer or server, today there is a web application service model rapidly gaining acceptance. Three superb examples of such systems are Zendesk, JIRA and Get Satisfaction. I list these Apps specifically because they are not only three of the best Customer service web-based applications we have implemented in the past but also because they are now well integrated to provide a best of breed complete CS solution. Ticketing system Zendesk, issue tracker JIRA, and Customer service platform Get Satisfaction can now communicate seamlessly with each other.

Though much of this functionality was created independently by each of the three vendors, the result is a smooth connection between a public support tool, an enterprise issue tracker and a customizable help desk. Together, the trio delivers a powerful set of tools for responding to Customers in either a public or private forum.

The basic process outline is that CS issues and bug reports get submitted into the system by your Customer service reps (or your own Customers) then a ticketing system handles each request, humans prioritize and delegate the tasks and decisions if needed and then resolutions are shared and resolved via Customer dialog.

Get Satisfaction provides a friendly front door for Customers to enter into a dialog with your team plus optional access to positive communities where they can interact with others.

Ticketing systems are an enormously helpful way for a company to prioritize support issues, but for Customers it can be frustrating to report a problem and then be given a really long string of numbers and letters as proof that they submitted a problem to your team. But what happens then? If companies do the follow-up steps of ticketing poorly, they end up making Customers feel like they’ve been swindled. The exact opposite is what we refer to as Customer Zen and a company called Zendesk has tackled this issue superbly with an elegant and simple solution. They offer a great ticketing and tracking system.

To take this example one step further, let’s say that your business has a technical side to it and you have a software development team who need to identify and kill bugs regularly as they improve your software. Well, Zendesk has a plugin for JIRA (one of the best bug and issue trackers ever invented). This plugin allows anyone to draw tickets into the tracker, while any updates within JIRA are automatically mirrored in your Zendesk. This means that a developer can continue to use JIRA to resolve the bug while your support staff can use Zendesk to keep your Customer informed and both platforms are updated simultaneously and seamlessly.

Tying It All Together
The final piece of the puzzle is the Zendesk and Get Satisfaction integration. This is direct fusing of the two apps. Today you can send and edit Zendesk support tickets without ever leaving your Get Satisfaction interface.

So what this all means is that Get Satisfaction has evolved into a superb Customer Service tool that makes your Customers feel special while giving them the support that they need to resolve each and every one of their issues with your company, your products, your services and your staff. So if you are in need of a powerful viral marketing weapon – try giving great Customer service and then power it with both Get Satisfaction and Zendesk.

I just read the following and thought that it would be important to share with our readers… Even if things work differently at your place of business, remember that ‘things’ often change.

Before you dive into the details of event planning next year, be prepared to defend your decisions. One of our Clients now require the following input as a bare minimum in the process of event planning. I thought the instructions were worth sharing:

“Dear Business Development Executive,
If you wish to tap the marketing budget for your event in 2010, please answer the following questions and we will review your application in the order in which it was received:
1) which of our solutions can be sold (incremental business) by inviting people to this event?
2) exact cost (number of people and cost per person)?
3) how many leads / business opportunities can be generated with this event?
4) how much revenue do I expect to generate from these leads?

Each event planner needs to follow this procedure for each event in order to be eligible for funding. Should you feel that this process is a waste of time, we wish you the best of luck with your self-funded / sponsored event.”

We just did it a few times this past month and thanks to our Client challenge… we had plenty of volunteers for the exercise.

If you’d like to get similar results and you are willing to make the changes that we recommend to your site then… submit a review request below and my team and I will do our best to check out each request and give you some helpful feedback to improve your search engine rankings.

In order to make the most of our review of your website we need:
- the URL
- the purpose for the site
- the target market you are trying to communicate with
- your SEO objective and primary keywords
- your current rank in Google:

Please provide that in the comments below and we’ll email you our findings.

In the meantime, here’s a summary of what we did for a Client during the past 10 days:

- the URL: aoinonlinereview.com
- the purpose for the site: communicate with fellow AION gamers and review AION products
- the target market: online MMO gamers
- your SEO objective and primary keywords: aion online review
- previous rank in Google: not in the top 30 pages of results
TODAY’S RANKING… we managed to move it into the top 3 for the primary keyword (check it out here) there are more than 40,000 pages competing for this spot

After presenting our Vendor Selection Process at a few technology conferences, we were overwhelmed with questions and feedback and we thank all of you for your input and encouragement to summarize our process in text and place it online to benefit others. The following is a summary of our presentation:

The Truth About Vendor Selection

When our Clients task us with identifying the most appropriate vendor for their project, discussions are frequently oriented around the same 5 topics – The Outcome, The Audience, The Objectives, The Strategy, and The Technology Decision. This article was written to help outline our thoughts and give readers an indication of the process involved in successfully selecting a vendor for a technology implementation.

Today’s example comes from the world of social media, the latest, greatest must-have for your business. In most business engagements we start with the end in mind by figuring out what we want to accomplish. Social technologies are not mysterious black boxes. They can accomplish business oriented goals as well. Consider that it’s probably time to stop implementing ‘social’ because it’s cool. It’s time to get into it because it is effective if done right.

Our first step is to fully understand our Client’s desired business results (the Outcome) for creating a community online. When we have formulated the outcome into a clearly written, text based paragraph resembling a project statement and as soon as we receive our Client’s approval for this formulation, we proceed to step two.

Our next step is to Identify the Target Audience that will want to be members of this community. Before they become members of our community, these individuals are our prospects – out there somewhere on the internet sitting firmly within the parameters of what we define as our target audience. In this step we focus on access and conversions. How we are able to get in touch with our prospects is what we refer to as ‘access’ and getting a prospect to become a member is what we refer to as conversion. We usually initiate a profiling exercise in this step to reveal the needs of our target audience. This can be done in a variety of ways, our current favorite is by using sites like Google, Facebook, Twitter and other social media sites to attract or pull the target audience toward us where we can present them with a relevant reward for answering a combination of multiple choice and open questions in our online surveys.

The next step is to determine the appropriate Objectives that align with and help to achieve our Client’s desired business result (the outcome). This list of objectives is critical to understanding what our Client’s expectations are and what limitations (if any) will be placed on this project. Are you launching a project to listen to your Customers or to enter into a dialog with them? To support them or to energize your best Customers so that they evangelize others? Or are you trying to collaborate with your Customers? Decide on your core objectives long before you decide on a technology. Then figure out how you will measure it.

Most of our time at this stage will be spent scoping out the Strategy, which includes budgets, roles, internal processes, stakeholders, policies, empowerment, change management, legal, regulatory and compliance issues. This information needs to be collected, discussed, agreed with the Client and then documented. In addition to the above, the scoping document will need to include a plan for how relationships with Customers will change over time. Be sure that the strategy is in line with the Objectives. Do you want a closer, two-way relationship with your best Customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Always imagine the outcome and you’ll have a good idea where you need to begin.

Once you’ve completed your scoping document and outlined the work breakdown structure, only then are you ready to select a technology and a vendor. Selecting the technology in this example has to do with a community, a blog, a wiki or even thousands of blogs. Once you know your desired outcome, your audience, the objectives, and the strategy then you can decide with confidence what the technology needs to deliver using a simple process called decision analysis which helps you to make the best possible selection when presented with alternatives.

Selecting a vendor is a Decision Making Process that begins with setting must and want objectives and ends with evaluating risks. This decision analysis is what presents the decision logic to anyone requiring your reasoning for making a particular decision and it follows the same process that NASA has used for the past 50+ years.

As a rule of thumb, successful brands focus about 80% of their efforts on the The Outcome, The Audience, The Objectives and The Strategy and about 20% of their effort on the Technology Decision – make sure that you get it right too.

Here are a few tips from an iPhone developer to help make your experience more enjoyable.

… use the voice control app (on newer iPhones) for hands free operation of a few features including dialing (if you have an older iPhone, try Melodis Dialer instead)

… use the headset and double-click the headset clicker to redial

… spend some time finding a few cool Apps that HELP YOU to actually get something done and avoid the time wasters that distract you from your goals

… try turning the iPhone sideways to type an email or text message – the keypad expands to fit the width of the screen and can be a better experience for those of use with larger fingertips.

… buy a case for your iPhone (you won’t regret it)

… don’t spill liquids onto the device and don’t drop it into a liquid unless you wish to buy a new one

… don’t put it into the microwave (same basic warning as the labels attached to cat collars these days)

… remember to sync with your computer at least every week to get the full benefit of updates, backups and synchronization with the rest of your life.

The iPhone is basically a powerful little computer that also handles rudimentary telephony tasks so with 200,000+ Apps in the Apple iTunes App Store, you are sure to find something to make you feel better for about the cost of a cup of coffee (often less).

When you have a powerful brand, sales tilt in your favor. That’s not just a bold statement, it’s a fact.

In business school we learn that are two approaches when it comes to branding:
a) a manufacturer’s identifier
b) a promise of a Customer experience

I’d like to introduce a third which focuses on a single idea that your company owns that tilts sales in your favor.

That single idea can be described as the Sales Moment.

For example, if I were to say:
- “Family fast food” odds are that you would reply “McDonalds”
- “Family Entertainment” you’d be thinking “Disney”

There is just too much information available in the world today. If people can’t quickly understand what you stand for, then you will not break through the clutter. With so much competition, people gravitate to those that make things easier for them. If you want to create a powerful brand that increases your sales, you need to communicate one single idea and you have to keep it simple so that people can see how you fit into their world.

Think about the single idea that you need to own in order to tilt sales in your favor. If you think tactically, you will not succeed at this level because your focus will be on building a website, creating a brochure, buying some ads etc You need to think strategically and start at the beginning with the Sales Moment and your brand strategy.

To discover your Sales Moment you need to either triangulate your Customer’s Desires and your Strategic Advantages with your Competitor’s Exploitable Weaknesses or simply contact us using the form below and we’ll guide you through the process.

A powerful brand makes it easy for your target Customers to understand how the brand is relevant to them and this will increase your sales.

So, if you are prepared to consider rolling up your sleeves and working on your brand strategy, we can help you… If you insist that what you need now are tactics, then sorry but, this article is probably not what you’re looking for… on the other hand, it just might just change the way you think about branding forever.

A brand is a single mental image that tilts sales in your company’s favor and it is made up of 4 major elements:
1 the Name
2 the Logo
3 the Tagline
4 the Ad Campaign

From a potential Customer’s perspective the above are experienced simultaneously.

To create a powerful brand, all 4 elements MUST quickly communicate the Sales Moment.  If they don’t do this, the brand is weak and will confuse the target Customer. The Sales Moment is the one thing that can be said of your company’s products or services that actually makes the sale and converts a prospect into a paying Customer.

Businesses grow rapidly when the mental image from the four brand elements trigger the Sales Moment.

1 THE NAME
When you create a brand, the name MUST help to create a mental image based on verbal cues. There are six different types of names used by the most successful brands of all time. Each of the types helps the brand achieve a particular objective and at the same time communicate the Sales Moment.

Think about the idea that your company is trying to OWN…  and how you might be able to do it more effectively with the right name.

Creating a powerful brand name begins with understanding the different naming types:
- Functional
- Metaphor
- Energy
- Morpheme
- Historic
- Family

Functional:

• Liquid Plumber
• Toys R Us
• ThinkFun

If you select a functional name, be careful with the other brand elements (logo, tagline, ad image etc) so that  the company does not appear cheap or unsophisticated compared to other brands.
Functional names use a key product feature that you want to own.

Metaphor:

• TransparentValue (an asset mgmt company)
• Amazon (name conveys size)

The focus here is on creating strategic value using a word that suggests an important value of your brand.

Energy:

• Big Ass Fans (yes.. that is the company name)
• OshKosh B’Gosh (it’s just fun to say… esp for the target mkt of little girls)

Energy naming uses words that convey emotion, action or tone of the brand to achieve effect.

Morpheme:

• Microsoft
• Verizon
• FedEx

Morphemes use small syllables of a word or words to conveys essential meaning and can be combined to form a new word like FedEx from Federal Express and Microsoft.

Historic:

• Rembrandt toothpaste
• Baby Einstein
• Con Edison

Historic naming uses an historic event, character or location to embody a brand.

Family:

• McDonalds
• Ford
• Samsung

Family naming uses either real or fictional names usually from the founders to convey the sales moment effectively especially when one needs to differentiate from competition.

Once you have a clear brand idea to work with then develop names in all 6 areas… Then you can determine which type of naming works best to convey the sales moment and helps you to own your brand idea.  Then do trademark searches on the best names to see what is available. Choose the name that is the most memorable and best owns your strategic idea.

CAUTION:
Do NOT select a company name that you like best or one that others like best.  You may not like your company name at all… The results are in and after 50+ years of studying successful brands the ones that succeed are the memorable ones that best own their Sales Moment.  If you let your ego get in the way and you decide that you ‘don’t like it’ then you will be missing out on best practices and you will be making a decision based upon a limited perspective of what you, personally are comfortable with.  It is much better to make such a decision based upon your Customer’s perspective answering the question: What name communicates the sales moment to the Customer in a memorable way.

So we can not brand a company based upon what you or I or a bunch of friends think is cool nor can we brand the company for you, me or your friends using some inside meaning that is only relevant to us. Your Customer likely does not share the same perspective as you do… We can’t choose the company colors based upon what we like either. Instead we select each of the brand elements based on what performs. These elements create an ownable mental image. Whether we like it or not is irrelevant. What matters is that your brand makes it easy for your target Customer to understand how it is relevant to them. That will increase sales.

A few more tips:
Avoid names that are challenging to spell or difficult to pronounce easily. Do some research and drop names that have negative connotations in languages that are important to your market.

2 THE LOGO
Simplicity is the key to a great logo as long as it is memorable. Customers need to be able to construct the logo easily in their mind so that they have a clear an unique mental image of your brand.
The stronger your mental image, the more likely they are to remember you. The four main attributes of successful logos are that they are simple in a symbolic way, memorable, differentiated from the competition and that they tell a story. The story MUST be closely related to the Sales Moment. Does your logo tell a story that communicates the Sales Moment?

The logo must support the mental image of the brand in such a way that you own the strategic idea stemming from the company name and supported by the tagline. Be sure that your logo is different from those used by your competitors.

3 THE TAGLINE
Great taglines bring a brand to life. They should NOT include a description of your products or services. Great taglines communicate why your brand is relevant to your target Customers by calling up the Sales Moment. There are 3 types of taglines.
- Promises
- Calls to Action
- Memory taglines

Promises are based on a key brand attribute.
Calls to Action are invitations for a Prospect to join us because they share a similar philosophy.
Memory taglines play off the name or logo to help people remember the brand.

Examples:
Timex – it takes a licking and keeps on ticking (promise)
Apple – think different (call to action)
Army – be all you can be (call to action)
Maybelline – Maybe she’s born with it. Maybe it’s Maybelline? (memory)
Prudential – own a piece of the rock (memory)
Duracell – you can’t top the copper top (promise & memory)
Volvo – For Life

Here’s another angle on creating killer taglines that I think you will enjoy. The following taglines all have a few things in common. They focus on the user’s experience (the UX) in addition to that, each of them offers a comparison and lastly, each is a highly memorable brand that achieved fame in part due to a superb tagline.

ClubMed – The antidote for civilization
GLAD – Don’t get mad, Get GLAD
Memorex – Is it live or is it Memorex?
Outback Steakhouse – No rules Just right
Secret Deodorant – Strong enough for a man, but made for a woman
Target – Expect more. Pay less
United Negro College Fund – The mind is a terrible thing to waste
US Marines – We’re looking for a few good men
MasterCard – There are some things that money can’t buy. For everything else there’s MasterCard.

If you’re in the United States, and over 30, there’s a good chance you recognize them all. What’s more, I’ll bet you can even envision how the advertising looked and sounded once you read the tag line…

Below are a few more. These companies have powerful ad agencies and multi million dollar brand creating budgets yet, how many of the following brands’ taglines do you remember from your UX? Each of the following taglines relates to their product or service… not the UX.

Ernst & Young – Quality in everything we do
Fancy Feast – Good taste is easy to recognize
Ford – Bold Moves
Honda – The power of dreams
Pepsi – For those who think young
Wells Fargo – The next stage
Aflac – Ask about it at work
Bank of America – Higher standards
Cheez-It – Get your own box
CNET – The source for computing and technology

Does your tagline quickly explain why your brand is relevant to your target Customer and, at the same time, differentiate you from your competitors?
tip: wrap your tagline around the desired UX and compare / contrast it with something that your target Customers want / don’t want to experience.

4 THE AD CAMPAIGN
In the history of the world. there have been only 4 types of advertising campaigns that build brands and drive sales. If you’d like to learn about them, enter your contact details below and we will share a few more of our best practice secrets with you shortly.

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PS.

If you are not using one of these four types of advertising campaigns to build your brand and drive sales, your marketing is simply not working.

Our world is just to complex. One only need to recall the number of buttons on the DVD remote control to realize that often we have too many choices when all we want to do is hit the play button.

Then Apple comes along and simplifies the media player interface allowing us to intuitively know what button to press to illicit the action that we desire. Why couldn’t that concept be more broadly adapted? Then we stumbled across a book called the laws of simplicity and noticed the light at the end of the tunnel.

John Maeda wrote The Laws of Simplicity a few years ago and some of the concepts simply made so much sense to our software architects that around here, we have come to know the following as the other ten commandments.

• Law 1: REDUCE
  The simplest way to achieve simplicity is through thoughtful reduction.
• Law 2: ORGANIZE
  Organization makes a system of many appear fewer. Learn to categorize and group thing so that you only have two questions to answer “What goes with what other items?” “Where do I put them?”
• Law 3: TIME
  When a company or person saves us time, we are usually thankful given that we have to wait for so many things during a typical day so, when you interact with others… don’t make them wait!
• Law 4: LEARN
  Knowledge and repetition makes everything simpler so invest time to learn how to do something right and avoid the temptation to skip the instructions.
• Law 5: DIFFERENCES
  Simplicity and complexity need each other so that we can appreciate the things that make our lives easier such as an iPod when compared to the plethora of other mp3 players flooding the market. Simplicity stands out and differentiates itself like a bright orange balloon against a big blue sky.
• Law 6: CONTEXT
  What lies in the periphery of simplicity is not necessarily peripheral
• Law 7: EMOTION
  More emotions are better than less
• Law 8: TRUST
  In simplicity we trust – all others pay cash
• Law 9: FAILURE
  Some things can never be made simpler
• Law 10: THE ONE
  Simplicity is about subtracting the obvious and adding the meaningful

If you’d like to read more, here is where you will find the author.