Naming, rebranding, and the role of your brand origin story.
Origin stories are big business in Hollywood. Millions of people will pay top dollar at the box office to get the back-story on their favorite superhero or sci-fi villain. (The Joker grossed $849 million in just two months.) Unfortunately, brand origin stories are highly underrated and underutilized in the business world.
Let’s say you’re involved in a start-up and you’re pitching your idea to potential investors. They’re going to want to know where you came from. How you got there. And what you’re all about. A well-crafted brand origin story can answer those questions — in dramatic fashion.
A look back helps illuminate the way forward.
Sometimes it’s the founder’s entrepreneurial journey that attracts a tribe of like-minded people and helps get the company off the ground. In other cases it’s the team that triggers success… their past experiences, skill sets, passions or unique insights. Sometimes it’s the product itself or the the timing of the product launch that gives the company traction.
Whatever the case may be, that brand origin story should be an important component of your brand narrative.
Our clients never come asking for an origin story. They want to build a brand, increase sales or re-invigorate their operation, but they don’t know where to start. Usually they’ve lost something they had when they first started. That’s why it helps to go back to the very beginning. When we dive into the history of a company, the reputation of the brand, and the past experience of the key players we often find the DNA of the brand hidden beneath the haze of time, growth and outside influences.
Let me give you an example, and walk the talk.
This is the brand origin story of BNBranding…
It begins with my childhood crush on a couple of iconic brands. By the age of seven I was smitten was Tonka trucks and Schwinn bikes.
I really, really, really wanted a Schwinn Sting Ray with the banana seat, sissy bar and a five-speed stick shifter. That never happened, and I’m scarred for life from the years I spent riding a cheaper, embarrassing knock-off that my dad bought at a thrift store.
I’ll never forget the Christmas, some years later, when I finally got a yellow, Schwinn Varsity 10-speed. I had truly grown up… Way beyond the JV sting ray.
The other brand I was passionate about during those wonder years was Head skis. I got a hand-me-down pair from a racer friend of mine, and I was in snow-bound heaven. Head skis are the Schwinn of my winters, to this day.
Fast forward to high school when skateboarding replaced bike riding and my infatuation with brands blossomed. Classroom doodles were detailed recreations of skateboard brands, ski logos and slalom courses. I could draw perfect replicas of the iconic Rossignol R as well as the Sims logo, G & S, Nordica, Marker and Sun Valley.
My PeeChee was a well-branded work of art and those logos are forever etched in my subconscious.
In Graphic Arts class I channeled that interest quite successfully. I created logos for imaginary brands, silk screened T shirts, learned how to set type, ran a letterpress, worked in the dark room developing my own photos and operated an offset press.
I can honestly say I learned a trade. In fact, I printed up a resume, walked into a local print shop and got my first job, which I desperately needed to pay for my brand-name skateboards, brand-name ski gear and brand-name car (Volkswagen Rabbit.)
That print shop was not exactly what you’d call state-of-the-art. Quite the opposite, in fact. It was ancient, run-down and reeked of ink, acetone and darkroom chemicals.
But I loved it.
The big, hand-fed letterpresses were similar to what we had at school, but the type collection was dramatically larger… Row after row of font drawers, each one full of backward letters and punctuation marks just waiting to be painstakingly hand set and magically transformed into wedding invitations, event flyers or business cards.
Choose a font. Fish out every letter. Set the spacing. “Lock it all up.” Hold the whole thing up to the mirror to check for typos. Back to the drawer to replace that b with a d.
I developed a keen awareness of letterforms, x heights, leading and line spacing. I came to recognize inspired design, true craftsmanship and high-quality printing. It’s was on-the-job training that serves me well to this day.
I had ink under my nails all through high school and college. My biggest take-aways from that experience?…
1. The Linotype machine is one of the most amazing gilded-age contraptions ever invented. (YouTube doesn’t do it justice.)
2. All the glamour’s on the front-end — in the planning, writing and design of those promotional materials. Not on the back end in production.
So I took all the advertising, writing and design classes I could. Then I took my Journalism degree and dove into a career in advertising.
I started as a direct response copywriter, where money talks. Not art. We tested everything, and routinely produced 35% response rates on direct sales letters to our house list. I learned that the right words translate directly into better response and more cash flow.
I gave up the security of that position to pursue my dream of working in a “real” ad agency. I worked in several around Portland where I did print advertising, award-winning radio campaigns, long-format corporate videos and lots of collateral projects. (printed sales materials.) I learned the magic of the writer/art director collaboration, the toxicity of dysfunctional bosses and the pitfalls of the advertising agency business model.
Like many naive, young Creatives I thought I could do it better myself. So after moving to the small town of Bend, Oregon, I hung up a shingle with just two clients.
But what to call my fledgling little agency? By that time I had done a half dozen naming projects, so I dove into the exercise with a fair bit of bravado, a blank pad of paper and the world’s thickest thesaurus.
I wanted something that would convey my USP, which is an unusual combination of creative wordsmithing and insightful strategic planning. The work had to be creative, but also undeniably effective. So this name and tagline came pretty easily:
AdWords. What to say, and how to say it.
Short. Direct. Precise. Intriguing. Plus, the URL www.adwords.com was available, so I snatched that up right away. (That was before URLs were the be-all end-all of corporate naming.)
The tagline, “what to say and how to say it” still rings true today. At BNBranding it’s strategy first, THEN execution.
Strategy determines what to say. Creative execution is the “how to say it” part. One without the other is like a Ferarri without a throttle.
So “AdWords” it was!
Over the next seven years I built a team and a substantial body of award-winning advertising work in tourism, technology, golf and real estate development.
Then, on February 10 of 2004, I got a phone call from an attorney who made an offer to purchase the AdWords brand name and URL. I thought it was a birthday prank from one of my buddies, and I politely declined.
But a couple months later he called back with a better offer. Then another, and another. He wouldn’t tell me who his client was, but it didn’t take a big leap of imagination to figure out it was Google. I held out for more than a year.
The windfall from that sale gave me time to write a golf book, help start a non-profit, reevaluate the direction of the company, and reinvent my brand.
Back to the drawing board.
As it turned out, the RE-branding process was much more difficult than my original branding effort. As all Creatives know, doing work for yourself is harder than doing work for clients.
The cobbler’s shoe syndrome is rampant in my business.
First of all, I had to do some serious soul searching. I had to step back and take a realistic look at what the company was. And what is was NOT.
We never offered media buying as a service. That was not in our wheelhouse. So really, AdWords never was an ad agency. We provided creative services, and produced advertising in all forms, but it was more of creative boutique than an agency.
It was a bitter pill to swallow for someone who had dreamed of having an “agency.” And during that re-naming process I wasted a lot of time comparing my company to advertising agencies.
In that world there are a lot of acronyms… BBDO, CP+B, R/GA, WPP, and even TBD. But I hate acronyms. I’ve never recommended an acronym while doing a naming project. Not once. I have recommended the use of the owner’s name, but never an acronym.
None of the little cool, start-up ad agencies use acronyms. They all gravitate toward hip, one word names. Preferably a verb like Smoke Dig, Smak, Stoke or Stink.
The consensus on my team was, “No, nothing like that! That’d be off brand for us.” So the thousand dollar question was, what would be ON brand for me and my team?
The reality was this: It wasn’t just about me and my copywriting skills. It wasn’t even about advertising anymore. I had to let that go.
Clients were asking for much more, and our service bundle had evolved to accommodate those requests. We were still delivering creative advertising work, but we were also working further up stream — doing strategic marketing, small business consulting, account planning and most of all, brand development.
So it was decided.. we would be a branding firm. Or a strategic brand consultancy. Or a branding agency. Something like that. But we still needed a name.
We kicked around a whole slew of options, including one that was just a symbolic letter. V. Not V Branding, just V. That went nowhere.
We thought about leveraging our location, which is the desirable town of Bend, Oregon. Bend Branding. BB. That was a big dud.
Another practical consideration was corporate structure. I was advised to incorporate, but I already had one S corp in the family, so it seemed like a lot of unnecessary legal mumbo jumbo to me. Two corporate tax returns… really? Why not just become part of the family business? (My wife had a market research firm called BN Research.)
BN Branding. Hmmmmm… Seemed kind of boring, so I put that idea in the drawer and continued down the rabbit hole that is namestorming. It’s never easy… sometimes it takes weeks to come up for air.
In the end, those two letters kept rising back to the surface… BN, BN, BN.
So we skipped a whole bunch of important strategic steps and jumped right into the execution. We started playing around with this question: How could the B and the N stand for? How could we attach meaning to those two letters and extend it into a campaign that has legs… something that would be graphically bold and completely different than anything else in the Branding niche.
That’s where the “Be” campaign was born.
It started with one simple idea… What’s more iconic than the curves of Coca-Cola bottle?
Then came Be Inspired, which implies a broader role where we’re touching more than just design and advertising. We inspire entire teams, not just marketing guys.
Suddenly the name BNBranding didn’t seem like a bad idea at all.
15 years later we’re still working out new ideas for the “Be” campaign. Those two green letters are now iconic, in their own right. You don’t even need to see the name or the logo to know it’s a message from BNBranding.
BN by itself is not an exciting name, but Be Iconic is the main benefit of working with us. Be Inspired is what clients are looking for. Be Nice is how we roll.
We’ve attached meaning to those two letters over time, and the more we repeat those, the stronger our brand becomes. BN is just a trigger for a much bigger, more meaningful idea. Our clients can fill in the blanks. They can “be” whatever they want to be.
So that’s my brand origin story, and the answer to the common question “why do you call it BNBranding?”
What can you learn from all this?
• Details, visual aids, and quality writing makes a big difference in the value of your brand origin story. Like any good story, it needs characters and conflict.
• Look to the past for inspiration and a compelling brand origin story, but don’t hang on too tightly to what you thought you were. You gotta stay nimble.
• When evaluating possible names it’s often helpful to step back and look at the bigger picture. Get away from the word and the URL hunt, for a bit, and think big.
• Your company name is only one component of your brand identity. It’s important, for sure, but it seldom stands alone. It’s always “consumed” within the context of something else.
• Names that may not seem all that great at first can become quite powerful as context and meaning is revealed over time.
• Context matters. A well-crafted brand origin story provides context for people, and can create greater understanding of your real value.
• Brand origin stories are especially important for service business and companies that revolve around a few, key people.
• A good origin story can become the stuff of urban legend, told and retold to your benefit.