A career brand comprises many elements. These include its name, positioning (reason for being), trademark/trade dress (symbols, colors, typestyle, package configuration), and slogans, packaging, brand communications. Let’s discuss each of these elements as they relate to your brand.
Brand Name and URL
It is important to select a name that is memorable because it is important for brand awareness and brand association. When building a brand, you need to think about whether you want to brand your personal name or something else. Three categories exist that most people use when thinking about name and include:
- Descriptive: Brands that use a descriptive strategy aim to describe the product explicitly such as Southwest Airlines.
- Suggestive: Brands in this category are suggestive of a benefit or function such as “Mop & Glo.”
- Arbitrary: These brands have no relationship with the actual person, company or service. A good example is Apple.
An important part of the branding process is to investigate whether the name you select is available to use as a website, blog our twitter account. Use a URL engine such as Godaddy.com to see if the URL is available. If your goal is to build a cohesive brand, then it is important to select a name that can be used consistently in all of your branding elements.