Trademark is a commercial asset. It also carries a marketing message. Your trademark is one of the most important distinctive feature distinguishing your firm from your competitors, and therefore it should convey correct message.
If you work with an advertisement agent, you can get support from them to create your trademark. However, if you have created your brands on your own so far just as it is the case for several small companies in Turkey and/or if you do not have budget to spare for advertisement agents, then you are to do it.
* when creating brand or filing applications, do conduct a knockout search.
* Your trademark should be catchy, attracting attention and short.
* Pay attention to have Turkish trademark. Otherwise, you may face challenges in applications to be made abroad.
* Your trademark should not be easily counterfeited
* Do not allow your trademark become generic.
* Be careful about expiry of your trademark. Marks not used for 5 years are deemed void.
1. EXAMINE GIANTS
Start work by examining the brands created by giant companies. Firstly, list the big brands in your sector in which you operate. All have been chosen with a marketing point of view; think about their meaning and why they have been chosen.
Taking into account the economy of today where numerous brands are in harsh competition, common brands are unlikely to attract attention. Try to understand the brand names of latest time: Mavi Jeans, Advantage Card, Axess... All convey a marketing message.
2. CREATE NAMES HAVING HIGH REPRESENTING POWER
The first step of brand creation is to list 4-5 products representing position of your product in the market. They may contain not only economic benefits the product offers to the consumers but also high quality.
3. YOUR BRAND SHOULD HAVE A PERSONALITY
After listing the features representing position of your product in the market, now write down 4-5 features about "personality characteristics" of your product. For instance, it may have personality characteristics of “friend”, “modern”, “fast”.
4. MAKE LIST OF NAMES COMING TO YOUR MIND
Now, write down what each characteristic reminds you. They may be only words or groups of words coming to your mind. The brand name you find must represent the relevant characteristic… if you like extra components such as ‘company’, ‘group’ together with the brand name, try combining the name with such extension.
5. STRESS OUT THE ADVANTAGES
When choosing a name, remember the most important factor affecting sales in the market you operate in. For instance, for a battery producer, ‘Energizer’ is a highly correct choice as consumers expect longer life from battery they buy. Think the most important factors affecting sales in your sector.
6. THINK ABOUT CHALLENGES OF BRAND YOU HAVE FOUND
After this stage, review the created names with at least 2 persons of the company employees. Repeat the names loudly, answer these questions: will the telephone operator be able to repeat it all day? Is it catchy? Does it have any meaning in slang? And finally, when the company start to expand its field of activities, will it be able to represent the new fields?
7. MAKE A SHORT MARKET SEARCH
After elimination and having final names, get opinion from 30 persons around you about the names in the final. 30 is the number taken as basis in 'focus groups’ by advertisement agents of giant companies creating brand names…
8. AND DECIDE
And after getting all the information, make your final choice.