Brand Analysis: Business Services and Financial Sector Example

Brand Rationale

FreedomSpan is a perennial or evergreen name that evokes a sense of expansiveness and connection. It contains two words that come pre-loaded with positive connotations. Freedom communicates empowerment, choice and self-determination. Span serves as a metaphor for connecting, linking and “bridging the divide.” Together these words form a unique name that conveys a wide open and uninhibited approach to doing business.
These types of names also provide for an extensive marketing lexicon or language to help promote and build the brand message. Freedom lends to copy such as choosing, finding, exploring, discovering, etc. while span underscores connecting, uniting, overarching, reaching, etc. Freedom also has patriotic undertones. By having two rich vocabulary sets, the name allows for the interweaving of messages that further support and strengthen the brand message.

This name would be a solid choice for consultants, business services providers and those in the financial sector, any firm that helps to bridge and connect people and resources.

Name Characteristics –  Why this name works!
Strong Sound
Positive Connotation
Unique
Metaphor
Evergreen/Perennial
Evocative
Marketing Lexicon
Multiple Messaging
Marketing Platform
Matching Domain

Brand Name Filter
Yes – Easy to Say and Pronounce
Yes – Easy to Remember
Yes – Easy to Spell
Yes – Industry Fit
Yes – Pick a Name That is Web-Ready – Exact Domain Name is Available (no hyphen)
Yes – Trademark Availability (No records found for Freedom Span with USPTO)*
Yes – Available in Your State (No records found in North Carolina Department of Incorporation)*
Yes – Social Media Identity Availability (Facebook, Google Plus, Twitter and YouTube)*
Yes – Stands out from Competition in a Favorable Way
Yes – Has no obvious Negative Connotations
Yes – Name Allows You to Add New Services or Products in the Future

Brand Name Filter Score: 11 Points out of 11 – Excellent Name

*Information is based on date of report

Tagline: The Power to Connect

If your company name speaks to who you are, your tag line communicates how you do what you do. It’s not a literal description, but a key differentiator that separates you from your competition.

Tagline Brand Filter
Yes – Easy to Say and Pronounce
Yes – Easy to Remember
Yes – Short is better. (Under 4- 5 words)
Yes – Catchy Phrase
Yes – Industry Fit
Yes – Connect with what Customer’s Want or Enlightens People about your Business
Yes – Differentiates you from your Competition in a Favorable Way
Yes – Positive Message
Yes – Has no Negative Connotations
Yes – Tagline Allows You to Add New Services or Products in the Future
Yes – Promise Something That You Can Consistently Deliver on
Yes – Uses Different Words from Your Company Name

Tagline Filter Score: 12 Points out of 12 – Excellent Tagline

Note: Other phases that can be used in the copy to strengthen the company brand. Reaching higher. Going further.     Bridging new opportunities      Connecting people. Improving lives.