The Law of the Company

The Law of the Company

Hey everyone, welcome to Digital Branding with LEAD, where we bring you valuable information, tips, and opportunities to assist you in building your brand. Today’s topic in relation to digital branding is, “the law of the company.”

When dealing with the law of the company, we must know that brands are brands and companies are companies, there is a difference. And brand names should almost always take precedence over company names. Consumers buy brands, they don’t but companies.

So, when a company name is used alone as a brand name like Coca-Cola customers see these names as brands. When you combine a company name with a brand name in a clear and consistent fashion, the brand name is the primary name and the company name is seen as the secondary name like General Motors Cadillac. A simple observation will demonstrate how seldom customers will use a company name, when they have been given a viable brand name t use. We say how do you like my new Cadillac? Not how do you like my new general motors.

Keep these keys in mind. Now moving forward, the best brand strategy should be to use the company name as the brand name. Like the WD-40 Company produces the WD-40 brand. The Coca-Cola Company produces the Coca-Cola. Neat, simple, straightforward, easy to understand. We must always remind ourselves and our employees that managers must constantly remind themselves that customers care only about brands, not about companies.

On a deeper level, understand that the brand is the product itself. It’s more than a name placed on packaging. To a customer, Coca-Cola is a dark, sweet, reddish-brown liquid. The brand name is the word customers use to describe the liquid. What’s inside the bottle is the most important aspect of the branding process. Coca-Cola is branding the liquid itself.

Look at it like this: “It’s not a cola made by the Coca-Cola Company. The cola itself is Coca-Cola, the real thing. As a general rule, you want your brand name to be as short and as memorable as possible. Short names greatly improve your word-of-mouth possibilities.

So, we end with this, the brand itself should be the focus of your attention. If you have to use the company name, use it. But do so in a decidedly secondary way.

That’s all we have today on Digital Branding with LEAD. Remember with LEAD it is all about turning your business into a leading brand. Make sure you visit to book a consultation with us and learn how you can grow your brand within the digital world today.