The law of the word in regards to branding is that you should strive to own a word in the mind of your consumers.Â The one industry you see this a lot in is car manufacturers. Vehicle makersÂ strive to own words to capture customer verticals.
Test your knowledge and guess what word these 3 aim for:
A great example of owning a word was how FedEx dominated the business world for deliveries. Competing against UPS and Purolator, FedEx did a bold move and guaranteed over night deliveries. By doing this they owned the word overnight and there was a point where you would hear just “FedEx It” instead of “Ship it overnight”.
If you own a business or web site then find a word that you can own. Then build your branding and business culture around that word. If your going to choose ‘Fun’ as your wordÂ then make sure that your business, product and customer experience is fun.
We picked the word community evolved (yeah I now it’s 2 words). Do you think that applies or should we go back to the drawing board?