branding
Why branding is so important!
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Are you not a consumer but a supplier of one or more alternative fuels?
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Then you’ve surely wondered what to call the newly introduced HVO100 at your gas station, assuming this isn’t dictated by a supplier or your brand partner. The names here are varied and sometimes cryptic, as they often correspond more to descriptions of properties than to a real brand.
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“Your Carbon Dioxide Reducing Diesel” would be one such case, which in B2B business ist perfectly ok and it describes what the fuel can do, but the end customer, who isn’t dealing with fuels on a daily basis, will likely have already forgotten it by the time they leave the gas station due to its length. Even though HVO100 is often perceived as a brand, the name alone is not sufficient for a brand-conscious company, especially since it lacks a unique selling point and thus a connection to your company, as the name can also be found among competitors.
KISS—keep it short and simple!
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A strong, short, and memorable brand name associated with your company helps prevent this. If the specific features and benefits have been explained in detail in a campaign beforehand, the brand name will be permanently stored in your customers’ minds, much like “Coke” for caffeinated soda or “Tempo” for a tissue. ​​​​​​​​​​
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As an example, I developed the brand “HVOne,” which incorporates the product type in its name, works in multiple languages, and also conveys higher quality through the inclusion of “One.”
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The name also allows for flexibility in graphic design—represented here by a green leaf—which visualizes the climate and environmental aspects. Integration into your company’s corporate identity is also easily achievable through color, font, and nuances such as small caps.
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By the way, the domains hvone.de and hvone.com are available from me if needed, should this brand already be a possibility for you. However, I’d also be happy to help you find “your” name and brand that suits you, your product, and your company! Please feel free to contact me about this.
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