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Best of SCHMOOZY FOX,Brand building tips

Learn to speak the language of your brand01 Feb

Photo by eperales on Flickr

Photo by eperales on Flickr

When you start a new business, one of the first things on your very long to-do list will be choosing a good brand name for your product or service. Deciding on a brand name often ends up being a very painful process. It’s almost as hard as choosing the right name for your newborn, but in some cases, even more complicated than that!

This is especially true if you plan to build your brand internationally.

But first, what is, anyway, a good brand name?

The basic rule of thumb is that your consumers, not just yourself, have to find it pleasant (or, shocking, surprising, attention catching) to the ear and as a result, m-e-m-o-r-a-b-l-e. But  what if your present or future consumers are in France, Australia and Japan? Which ears will the name have to appeal to?  And how to make sure that a brand launched on the French and Japanese markets doesn’t have any hidden “surprises” in either of them?

A good rule of thumb is to invest some time and rigor into the choice of your international brand name right from the start. Often, simply being aware of potential differences between how your brand name might be perceived in different countries is a good start. If you keep this in mind, you are likely to avoid a situation of finding out that your brand name has undesirable associations in a language different from your own.

For instance, a German brand of home accessories called Koziol sounds quite remarkable in Russian! Although a direct meaning of “koziol” is “goat”, in familiar Russian this word is often used to refer to someone who is a bit of a … loser. I already mentioned this example in my previous article on brand names, Baboushka Branding or a bit of Russianness in Marketing.

Here are some considerations that might help you navigate through complicated issues of international brand building:

  • First, choose a temporary brand name that sounds good to you. It’s easier to think through your business strategy when you have at least some sort of name in place! Don’t order any logos or buy URLs associated with this name before you have more clarity about your overall business strategy. I often deal with situations when a company that makes great products with a lot of potential, comes to me for brand strategy advice after already having selected a dubious name, and done all the graphic work around it.
  • Prepare a business plan:  A business plan is an excellent framework that allows you to think through many aspects of your business, including overall business strategy, marketing, financial forecasts, risk scenarios, as well as your company values. Once you have the values clear, they might trigger further ideas for a good name!
  • Think internationally: It’s good to have an idea about the international scope of your business from the start. This is especially important to remember for a company that originates in a relatively small market. For European companies which often trade across borders, the question of choosing a brand name that is easily understood across the whole of Europe is essential. The same goes to any e-commerce business that plans to sell goods across many geographies.
  • Build a multilingual team: Once you’ve established the geographical scope of your main markets, get some help from people who can speak the corresponding languages. You can use the Questions and Answers in LinkedIn, or even experiment with language teaching sites such as busuu.com or myngle.com in order to identify such people and ask their opinions. The aim is simply to get some flavor of how your brand name will sound in the language of your customers across the world!
  • Develop cultural awareness: A somewhat more challenging  task that should nevertheless be on your radar screen is thinking through the cultural associations that your brand name might have in your target markets. Even if you try to introduce your US brand in the UK or Australia, check whether the existing name will be perceived the way you initially intended, even if the language spoken across these countries is the same. Hire good people who have highly developed cultural sensitivity skills — this investment will be extremely important in your international business development.

This list is not exhaustive, and selecting a good name for your international brand that would sound equally successful in different geographies is a very complex issue. If you want to navigate through this complexity gracefully, don’t hesitate to contact SCHMOOZY FOX for advice, and make sure you implement that new year’s resolution to learn a new language soon enough!

Related posts:

  1. Let’s speak Busuu or Foreign Language Learning 2.0
  2. Need rebranding? Don’t just change your logo, think brand strategy
  3. Brand names for innovative products
  4. Interplay between brand strategy and innovation
  5. Brand mascots

One Response to “Learn to speak the language of your brand”

  1. robbieux Reply

    “For instance, a German brand of home accessories called Koziol sounds quite remarkable in Russian! Although a direct meaning of “koziol” is “goat”, in familiar Russian this word is often used to refer to someone who is a bit of a … loser. I already mentioned this example in my previous article on brand names, Baboushka Branding or a bit of Russianness in Marketing.” A direct translation of Polish(not Russian) word Koziol indeed means in English a “goat” although that’s simply a surname of a Polish founder of Koziol Company – Bernhard Koziol. On top of that their logo for years pictured a climbing goat not even a bit of a loser figure, bluntly related to hmm animal surname… ;) I suspect for many it will simply means “koziol” in its phonetic form and nothing more, no matter how close it is to Russian “козел” which isn’t as similar, neither close to pronunciation of Koziol brand name. Silly and a bit stretched example of a “unfortunate” brand name, it’s good to check history of brands before getting on with advice.
    Greetings from Singapore! Robbie J. I.
    PS. My country name sounds funny in English just take a look : Sing-a-pore , what a faux pas! Haha

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About Olga

Olga Slavkina is an international brand and marketing strategy expert based in Brussels and managing partner of SCHMOOZY FOX. Originally from Latvia, Olga was educated in the United States, where she was a Fulbright student at The Fletcher School (Tufts University), and Spain. She holds an MBA from IE Business school in Madrid, which holds the No. 1 position in the 2012 Financial Times ranking of European business schools.

Fluent in several European languages, Olga works with companies around the world to help them launch new products and services, reposition existing ones, and make them relevant and meaningful to their customers.

Olga’s expert opinion on branding and marketing has been featured in Financial Times, TechCrunch, Personal Branding Blog and other publications. Olga’s concept of Funky Brands™ has been nominated for the Accenture Innovation Award 2011. Olga tweets as @schmoozyfox.

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SCHMOOZY FOX is based in Brussels, Belgium and serves customers internationally.

 

Email: olga (at) schmoozyfox (dot) com