Branding Challenge Series
Hi, I am Nora D. Richardson and yes, I did this. How else do you think I came up with the super snazzy name of NDRichardson Graphics?
It was 15 years ago, and I was doing freelance jobs to supplement my full-time graphics job at a screen printing shop. I stared stupidly at my accountant when he asked me my company’s name, stating that I needed one to file my taxes. When I recovered, it took me all of 5 minutes to come up with my business name. And the reason it took me that long was I didn’t know if I should just be “Graphics” or “Design.” I knew that it was only going to be temporary. That surely I would whip out a creative name before the next tax season. The next year came and went and I gave the excuse that I was only freelance and freelancers just use their name.
In 1999, I left the world of full-time employment and became a sole-proprietor. I told myself that this was the perfect time to come up with my company’s name. But I disregarded every name I could think of; not good enough, too trendy, not creative enough, too esoteric and the list goes on. I made every excuse in the book (and still do) because nothing states what all I did. And that was the problem. I did everything for everybody. I had no focus because I liked everything.
A few years ago, I figured out that I was really good at branding and re-branding companies. I have this innate talent to be able to listen to the client’s needs and goals and create a clean, consistent and effective branding solution. I have been focusing my company on those type of businesses. For two years, I have been working on a new name for my company and still no name has been satisfactory. Until now, I have kept this quiet; what would happen if the word got out that a brander can’t brand her own company? It is silly, really. But now I see that it is harder, even for a professional, to brand yourself without help from a professional.
And here lies the challenge.
Next “Challenge” issue: Step #1: Where to Start
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Sometimes the passion and drive to be your own boss can blind you from seeing the bigger picture. I agree with taking a moment to reflect on your game plan; how you want your business to be perceived, progress and ultimately prosper. As an individual contemplating starting her own business, I’m excited to read about Nora’s twist and turns through the re-branding maze!
Cheers!
Nora, this is the reason why I hired you to help me with my business cards and soon my website. It is hard to see your own mistakes. Due to the high emotional involvement of creating and designing a brand, for many of us, we put it off to another day and then before you know it years have passed by. I am looking forward to you helping me evaluated if the image I am presetting is the image I want to convey.
Dustin, It really is amazing how easy it is to focus on ANYTHING else than your own branding, especially when the work is coming in the door. I think a lot of business owners, like yourself, this past year or two had a bit more time on their hands to contemplate their business and their business image. It is always easier to get and maintain on track with your branding when you have someone walking with you through the obstacles.
Thank you for commenting.
Coming up with a name for my company was harder than naming my child! It took me at least 3 months. I would come up with a name, google it, try it out on the web and it would be taken already. When I finally decided on a name I had to put “web” behind it because the website was taken but I really liked the name. I had to use a professional for the logo and branding because I used all my creative juices on the name. I really like the end product.
PS I’m also a FastTrac grad. I think the course was excellent!
Just want to say what a great blog you got here!
I’ve been around for quite a lot of time, but finally decided to show my appreciation of your work!
Thumbs up, and keep it going!
Cheers
Christian
Thank you Christian, for your continual readership and encouragement. I appreciate it greatly.