Small Business Marketing: Branding and naming your product

One of the steps in every companies marketing process is the branding of their product. The Nigro Firm faces a challenge that many companies have faced, how do you name or brand a product that is so hard to describe in only a few words?

Our services are referred to in a variety of ways, as constructablity reviews, construction document reviews, design coordination reviews, interdisciplinary coordination reviews, construction document cross checks and our favorite, since it is the most accurate, construction document coordination reviews. However, none of these terms or phrases roll of the tongue and none of them are that creative, they are just a description really.

So, when it comes to branding the Nigro Firm product we are faced with a unique challenge. How do we turn "construction document coordination review" into something that is easy to say and remember? We haven't come up with anything yet, but in the thinking process we are going to keep a few points in mind:

• The name should some how relate to the service.
• The brand name should not be so close to a competitors name that they get confused.
• Don't get so creative that people can't figure out how to spell it or say it.
• Since we work with companies all over the planet it should be something that is flexible enough to be used in any country.
• The name should make sense and send a clear message.
• It should be something that is not dated, it should be able to stand the test of time.

Well, we are off to the think tank; we will let you know when we come up with something.