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Personal & Company Branding: The Benefits of a Single-Word Brand Name

By: Ron and Alexandra Seigel
 

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Choosing the right name for your personal or company brand can help you achieve a strong competitive advantage. One brand strategy that can help you to reach top-of-mind status in your marketplace, as a luxury real estate marketing professional, is to distill your brand identity to a single word.  

Many celebrities have been successful at doing this, including Oprah, Cher, Madonna, Beyoncé, Rihanna, Daughtry, and of course, the Donald.  We are not suggesting that you must change your name or the name of your company to a single word.  But, the one-name brand reveals three important branding principles that are definitely worth understanding and applying. 

  1.  SHORT NAMES ARE EASIER TO REMEMBER:  A one-name brand makes it very easy for your target market to remember you. Therefore, when you chose or change your brand name keep this principle in mind: Make it as easy as possible for your target market to remember you after their first encounter with your name.
  2.  SINGLE-WORD BRAND NAMES ARE INIMITABLE: Once you stake claim to your single word as your brand name, it makes it difficult for someone else in your marketplace to copy you if they want to stand out
  3. CONVERTING A COMMON NOUN INTO A PROPER NAME COMMANDS INSTANT ATTENTION: If your one-word brand can be converted from a common noun to a proper name it can immediately grab the attention of your target market.  

A name like Sting or Seal simply cannot be ignored because it is such a departure from the norm.  You hear the name once and it sticks in your mind. 

Both Sting and Seal were born in England. Sting’s original name was Gordon Matthew Thomas Sumner. Seal was born Seal Henry Olusegun Olumide Adeola SamuelIt.  Both had the good sense to condense their names to a single syllable. If you can do the same, you could have a distinct competitive advantage in your luxury real estate marketplace.

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