Building a Brand That Lasts: Lessons from Naming and Branding Mistakes
When you're starting a business, it’s easy to get wrapped up in the excitement of picking a name and designing your branding. However, branding is about more than just picking something that sounds good. As Brandi Tindall and Shannelle Niemiec discuss in this episode of the Sunna Success Method podcast, your name and branding should be timeless, versatile, and ready to support your long-term growth. In this post, we’ll explore some key lessons from their conversation on how to create a brand that lasts.
The Power and Pitfalls of Your Business Name
In the early stages of starting a business, many entrepreneurs make quick decisions on their branding—sometimes too quick. Shannelle shares her experience with naming her first business, Organic Tan, and the mistakes that followed. While the name was clear and descriptive, it ended up limiting her as the business grew.
"I started to realize that 'Organic Tan' was pigeonholing me,” Shannelle explains. “I wanted to expand into other services like teeth whitening, and the name no longer fit.”
Not only was the name limiting, but it also couldn’t be trademarked, creating legal challenges when Shannelle wanted to scale the business. The lesson? When naming your business, think long-term. Choose something that allows for flexibility and growth, even if you don’t anticipate expanding into new areas right away.
Tips for Choosing a Business Name:
- Think Broadly: Your name should allow for growth beyond your current services or product lines.
- Avoid Trends: Names that are too trendy or specific to a certain time period may feel outdated as trends change.
- Consider Trademarking: Make sure your business name can be trademarked to protect your brand legally.
- Don’t Overthink It: While it’s important to choose a good name, remember that it’s the brand you build around it that matters most. As Brandi points out, “The brand is not just the name. It’s everything else you do in the coming years.”
Rebranding: A Necessary Evolution
Shannelle didn’t stop with the name change. As her business evolved from Organic Tan to Sunna Tan, her branding needed to evolve too. Initially, her branding reflected a personal style choice: turquoise. However, as her tastes changed and her brand expanded, she quickly realized that her branding no longer fit the business.
“I was in a turquoise phase,” Shannelle laughs. “I loved everything turquoise—my clothes, my curtains, everything. But after a while, I couldn’t even look at it anymore.”
Rebranding can be expensive and time-consuming, but sometimes it’s necessary for the longevity of your business. When Shannelle finally decided to rebrand Sunna, she focused on creating a more timeless look, opting for neutral colors like black and white. This shift allowed her to keep her brand consistent while still incorporating seasonal colors and trends in marketing campaigns.
Key Takeaways on Rebranding:
- Make It Timeless: Choose colors and designs that won’t feel outdated in a few years. You can always incorporate seasonal elements in your campaigns.
- Simplicity Is Key: Simple logos and fonts are more versatile and easier to work with on different types of media, from business cards to product packaging.
- Plan for the Long Haul: Think about the long-term costs of rebranding, and make sure your initial design decisions can grow with you.
Trademarking and the Technical Side of Branding
One of the most crucial lessons from Shannelle’s story is the importance of thinking through the legal aspects of your business name early on. When she tried to trademark "Organic Tan," she hit a wall because both "organic" and "tan" are common words that couldn’t be protected.
“Trademarking is a big deal,” Shannelle says. “You want to make sure your name isn’t going to be an issue down the road, especially when you start to grow.”
If you’re in the early stages of starting your business, it’s worth hiring someone to help you navigate the trademark process. It may seem like an unnecessary expense at first, but it could save you a lot of time, money, and hassle in the long run.
Trademarking Tips:
- Do Your Research: Use tools to check for existing trademarks before you settle on a name.
- Be Original: Common words and phrases are harder to trademark, so try to come up with something unique.
- Protect Your Assets: If you have a name you love, don’t hesitate to trademark it to secure your rights to the brand.
Final Thoughts: Future-Proofing Your Brand
Branding isn’t just about your name or logo—it’s about creating an experience and vision that can grow and evolve with your business. As Brandi and Shannelle discussed, the best brands are those that are future-proof, adaptable, and timeless. By avoiding trends, thinking broadly, and considering the technical aspects of branding from the start, you can set your business up for long-term success.
Brandi sums it up best: “When you start a business, doors open. You don’t want to put yourself in a position where you can’t pivot and expand.”
If you’re just starting out or thinking about rebranding, take the time to think big. A strong brand isn’t built overnight, but by planning ahead and making intentional choices, you can create a foundation that will last.
For more tips on building a brand that lasts, check out the full Sunna Success Method course, where Shannelle and Brandi dive deeper into branding, naming, and everything you need to set your business up for success. Use code SSM100 for $100 off!
