Chapter 7
Your Name and Image Are Critical Success Tools
It is critical in an extremely competitive market, in which an increasing number of companies offer similar products or services, that a potential client thinks of your company first when they consider your category.
There has been a proliferation of communication vehicles, clutter, 10-,15-, and 30-second advertisements, advertorials, social and digital media, escalating communication costs, increasingly segmented audiences, diminished attention spans, and increased consumer cynicism over the past decade.
Research shows that 92 percent of all consumers believe that the majority of products or services within any category are interchangeable.
It is, therefore, essential that you seize and maximize every opportunity to communicate who you are, what you do, and why consumers should select your product or service instead of a competitor's. That single extra opportunity can be the difference between success and failure in this highly aggressive market.
Given all of this clutter, you must provide your potential customer with a simple but powerful recall ability in order to think of you first. It will create an additional barrier to recall if your company or product name does not readily convey precisely what it is that you do, or it is difficult to spell or remember. The customer must first commit the relationship between your name and what you do to memory before considering the benefits of your product. This becomes a three-step ...
