We’re all familiar with certain brand names in our day-to-day lives. We all drink “Coke” or “Pepsi” rather than just “cola” or “soda.”
At some point, it’s possible for a product to become so popular that people start using the brand name to refer to the product (such as “Kleenex” or “Xerox”), rather than the class of things the product actually falls under (facial tissue or photocopy). Here are some tips to help you do that:
“Coke” was actually named after the drug that was being added to the product. Yes, Coke actually contained cocaine until 1903, when it was removed. Now, “Coke” just has a catchy sound, although probably not as much as “Gap” or “Express.” A catchy name is not a necessity for branding but it definitely helps. If Coco Chanel had been named Jean-Marie LeGrand instead, would the “Chanel” brand have the same degree of resonance today?
Branding is about taking what you feel passionate about and being unafraid to show it to people. Sometimes, people feel a little self-conscious about showing passion for certain things. If the thing that you’re passionate about has nothing glamorous about it, you may think you don’t need to be passionate about it. But there are many everyday things that sell as well as they do because of the passion with which they are conveyed. Consider cornflakes or other cereals like Lucky Charms or Fruit Loops. These are just regular things that people use everyday but advertisements for these cereals still convey passion, when you see kids (or grown ups) being excited about eating their breakfast every morning.
You can’t create a brand name overnight. Certain things do take off very quickly, if the idea behind them really appeals to people. But there’s no need to be upset if you don’t manage to do this right away. As Malcolm Gladwell points out in his book, Outliers, there’s a 10,000 hour rule i.e., people who spend 10,000 hours or more practicing their craft usually become great at it. Similarly, the more time you spend creating and developing your brand , the more likely it is that your efforts will bear fruit.