Name Awards

How far can you, or should you, stretch a brand?

Well it had to happen sooner or later.  But it was a bit disconcerting to have to stop and think so hard about branding right as we were launching our new eBook Brighter SEO: Organic search engine optimization last week. For those of you who don’t know me, I am also the president of Brighter Naming®, and have previously released titles like Brighter Branding and Brighter Names. Not all titles have Brighter in them (eg Spreadsheet Marketing and Emergency Golf) but we do often refer to our full team as the Brighter Team and of course we put out Brighter Proposals, etc. etc.

Problem is, the publishing company for these books is called Foden Press and people ask why not Brighter Press or Brighter Publishing or similar. Yes, we have one product name mini-franchise spread across two different company names. And we are small and only have very limited branding dollars.

And the funny part is, I personally set it all up and even I was stumped by the question. I mean it is not rocket science after all. Then I thought about how I could have been so dumb until I realized that like a lot of brands, I wasn’t remembering that there is history involved here as well. In fact, Foden Press and Spreadsheet Marketing came along at least two or three years before the first Brighter anything, and at the time I didn’t want to register another business so I simply used my last name.  And I had never bothered to go back and fix it – always being too busy to redo the whole image set and marketing that goes with a company name.

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