It's easy to think that because you have a name, logo and tag line, that you have a brand. But corporate identity is just the first step of building a brand image. The name, logo and tag line are two dimensional elements in a three dimensional world. And to become "real," to become a living, breathing, brand name, companies must possess three dimensional attributes. In other words, they must possess the same qualities that people do -- specific, consistent traits and characteristics that customers can easily identify, remember and relate to.
Read Phil's entire article Transform Your Business Name into a Brand Name
Phil Davis, our official Branding and Naming Expert