Create a Brand Name that Withstands the Test of Time
There are a thousand different ways to name your company and depending on the market, you may need to involve a good budget for research, legal services and trademarking.
Below is just one part of that process, but we thought we’d share it with you!
Common Criteria for a good company/app names
It should be:
Meaningful (brand-building may be easier if it does what it says on the tin)
Unique (to avoid confusion / ownership issues)
Short (the shorter the better, for all kinds of reasons. The fewer syllables the better, I think)
Easy to type (if you hear it on the radio could you spell it?)
Memorable (what use is a brand name if you forget it?)
Focus Group (and/or pole)
Go over Common and Specific criteria
Print Name on one side of large card – give each person a stack and have them flip them over, one at a time
Then reveal all – Browse all with little to no talking
Go through them again and do a Gut test – IN or OUT (flip over the OUTs)
Have a chat about the ones they choose and didn’t choose.
Get them to choose their top 3 and label them 1,2,3 in order of favourite.
Internal Team Test
Try it out. Doodle the names – Say them out loud – answer the phone with the name
“Hi, thanks for calling “insert name here” how can I help you?”
is the URL Available? Check for legal problems. Do your own pole to choose THE ONE
First off, don’t be in a panic about July 1, 2014.
(Unless you are sending unsolicited nonsense to mass recipients without providing “a way out”… then God help you)
In the past few weeks we have been receiving questions from our clients about sending out emails to their contacts in an effort to be CASL compliant. It appears that many corporations are taking a “sledge hammer” approach in a knee-jerk reaction to this legislation and sending out mass messages to their clientele and contacts. Their goal is to confirm with everyone in their list that they have indeed given express consent to continue to
spam them send valuable marketing messaging to them in the future. We think that’s bad for brands and super annoying.
We have done a lot of research to find out what it actually means for our clients to be CASL complaint… and surprise, what we recommend is a more strategic approach.
The first thing to note is that most (if not all) of our clients are already using a proper email list management solution such as MailChimp or Constant Contact. This is probably the largest step toward becoming compliant (depending on how they initially setup/acquired their email list and imported it). These services track sign-up information, so you can provide that if it ever comes into question. They also offer templates that present the originating company’s address and an easily accessible unsubscribe link. These are key aspects to being CASL compliant.
Regarding complacency on the email list itself, the main thing we’re working with our clients to establish is whether or not the individuals currently within their lists have already given implicit consent. This by virtue of the fact that they have had past communications about something (such as membership or a business transaction), provided their email address and therefore have been added to the list database.
For these people, (from what we’ve read) you don’t need to have their explicit consent until July 1, 2017 (see the section labeled “Transition” on the Government of Canada’s CASL FAQs). As a path to least resistance, what we recommend doing is adding a clause to your membership/contractual agreement where it explicitly informs them that you are requesting their email address to add them to your membership email list and that they can unsubscribe any time. Please look up other articles outlining other strategic recommendations to accommodate this requirement over the next months and years. Please do not spam your members, constituents or customers in a panic demanding consent.
Many of our clients also have people on their list who registered through the website subscription form. This means they have already given explicit consent to send them messages (which MailChimp has a record of, if this ever comes into question), so you don’t need to bother them to ask for it again.
Other than the government’s own website that does a fairly good job of express consent versus implied consent, a great article to quickly read through is up on MailChimp’s website. It explains all of this and allows most of our client rest easy that they’ve already been compliant to CASL (and it’s predecessor from 2011).
Another resource that explains the implications of the July 1, 2014 date vs the July 1, 2017 date is Constant Contact’s FAQ page on “What does the Canadian Anti-Spam law mean when it talks about implied and express permission?”
Still confused about your situation? Give us a call or email us and we’ll talk through it.
The Northern Rockies Regional Airport (NRRA), being one of the fastest growing airports in Canada, was looking to develop a new website that utilizes the most effective technology to enable the airport to provide a dynamic, interactive and user-friendly website for its passengers.
In early 2013, the NRRA had selected Rhubarb media through a competitive public FRP process due to their great deal of attention put forward into their proposal and their forward thinking in order to achieve the goals of the NRRA.
Rhubarb Media’s objective was to produce a website that would support the airport’s overall strategic vision of attracting additional routes and airline partners to serve domestic regional markets not currently represented at NRRA. Equally important was this project’s ability to attract new business and investment through e-marketing and the publication of pertinent airport economic development information and links on the website.
Here’s what they had to say:
“Throughout the entire process, Rhubarb Media was thoroughly organized and extremely easy to work with. They were able to compile all of our requests and produce a product that not only functioned extremely well, but went above and beyond to ensure the site not only matched our vision, but exceeded it far beyond our expectations.
Rhubarb was continuously looking out for the NRRA’s interest, and was innovative in finding solutions to our unique operations of a busy northern airport. Their approach to customer service, although very professional, came off as working with a friend than a typical client/business relationship which was easily helpful at putting us at ease during meetings and troubleshooting scenarios.
Rhubarb Media were an absolutely joy to work with, and I highly recommend their services.” (Eric Desnoyers, Business Manager, Northern Rockies Regional Airport)
We’ve been working over the past four months with entrepreneur and seniors advocate, Peter Cook, along with Kim Mclaughlin from www.lyracommunications.com to design and develop SENIORS IN NEED. The moment we chatted with Peter, we knew we wanted to help. Knowing that great ideas deserve great marketing, we contributed the logo and design branding and worked with them to make the site happen within their budget. They are getting some great media coverage! This site is a Content Management System (CMS) build on DRUPAL and allows the sponsoring agency (eg. VON, Red Cross, etc.) to join the site and post the needs of the seniors they support. They then link a senior in need with a donor via the agency that made the submission. Please consider contacting your local social agency assisting seniors and tell them to sign up and begin to alleviate the burden of our senior citizens.
“And don’t forget to do good and to share with those in need. These are the sacrifices that please God.” Hebrews 13:16
Barrie Food Bank Get a New Brand Identity
We’ve worked with all kinds of social agencies in Barrie helping them to look great and market themselves well. The Pregnancy Resource Centre and David Busby Centre are two we’ve worked with in the past, offering in-kind support and/or discounted rates. When we were approached by the Board of the Barrie Food Bank we jumped on the opportunity to serve one of Barrie’s oldest charities. We had a great time working with the new Director Peter Sundborg. This is only phase one. We hope to add some cool tools to help with fundraising. Stay tuned! In the meantime –make a donation!