Transport Solutions – a part of Axel Johnson International, were assigned to create a new brand for an e-commerce platform selling extra lighting and spare parts for vehicles for full commercialization in the EU, the UK, Norway and Switzerland. The key to success in...
We recently assisted ASTG (Advanced Stabilized Technologies Group), where we helped them develop the brand name KEBNI for the Nasdaq First North Growth Market listed company group.
This is what the company wanted: A strong, ownable brand name that they could register as a trademark in the EU, the US and India, a name that works well in the important languages of their business and if possible..
When it comes to company names, it is in fact hard to be wise in hindsight. Scrapping an incorporated name and starting over with a new one, can be a costly affair to say the least. But if your brand name doesn’t reflect your business, or if it causes problems daily, it may still be worth the trouble of changing it.
If your brand name translates into something funny or inappropriate in a different language, it doesn’t necessarily mean the end of your brand. People love to spot these things and few would see it as intentional.
Complex events are part of everyday life for important social functions such as the armed forces, blue light authorities and traffic operators. To get the best possible overview on a situation, a correct analysis based on several different data sources is needed – something Kriisa is exceptionally good at providing. In fact, they are so good that they have now outgrown their company name and hired Eqvarium to find a new one. Can you tell us a little about your services / products and what target groups you are working towards today?
When facing the unexpected, adaptation is key. For their business to survive, many companies have been forced to come up with new solutions. We like how the British meditation studio Re:Mind have adapted their in-person classes to online versions and added a web shop to the offering. When things go back to normal, businesses like this one will have established a whole new platform to reach their clientele. But even more than that, we like their clever yet simple brand name – very suitable for a business focusing on soul and body restoration.
We have said it before and we will say it again: A name that sounds great in one language may be a complete disaster in another. So if you are planning on serving customers on other markets today or in the future, a linguistic screening early in the process is always a good idea. The KUKEN is a company in New Jersey, USA that sells kitchen and bathroom interiors. If they were to open a store in Sweden, Eqvarium would definitely recommend them to do so under a different name since ‘kuken’ is a rather crude slang version of the male genitalia…
If your name brand name translates into something funny or inappropriate in a different language, it doesn’t necessarily mean the end of your brand. People love to spot these things and few would see it as intentional. However, many studies show that unfortunate brand names do influence the sales, and some meanings and associations may just be a bit too much to overlook. Rebranding your company, service or product can be very costly. According to branding experts, it can be anything from $50,000 to millions of dollars..
Sometimes all it takes is the thought of how long we think a project is going to take for us to not even start at all. But as a matter of fact, time will pass regardless of whether we set sails or not. So there’s no need to hesitate! Give me a call and let’s get started to find your great brand name right away! If, for example you had started a name development project mid of April you would have been close to the finish line by now. At this point, six to seven weeks into the project, we would already have made it from brief to creative process, selection, control and decision.
“Whatever you venture into, we can provide you with the tools to find a great brand name for it.” Times are indeed strange. Many are forced to leave their jobs, others aren’t allowed to leave their homes. Some, of course, are even less lucky. However, from our point of view, this crappy period in life also provides an opportunity to rethink, reset and start over doing something entirely new. Can you even remember when you had this much time on your hands before? We sure can’t.