Hello, My Name Is. . .

Create Brand Identity

Inventors sometimes concentrate on branding a company name such as E-Z Bowz, a product name such as E-Z BowMaker or a person's name such as Lea Cavender's. Branding the inventor's name is a better strategy in almost every case for three reasons:

1) People relate better to people than they do products or companies. They're likelier to believe the claims of a strong individual than those of a company.

2) Branding a name gives an inventor more flexibility as to the products he or she can introduce in the future. Cavender, for example, can use the credibility she earned as a television expert to help introduce other items that aren't craft-related.

3) People notice the picture of a person on a package if it's someone they recognize. They will also remember a brand name, but not as well as they remember a person.

Like Cavender, most successful inventors concentrate on one target customer group and work on introducing one product after another to that group. With that in mind, you should give serious consideration to branding your name when you introduce your first invention. Not only will this help you sell your first product, as it shows you truly stand behind it, but it makes selling future products much easier as well. Branding is one tactic that gives you a major advantage over the conglomerates, which can only brand the names of their companies and product lines. Inventors need every edge they can get to succeed, so start putting your smiling face in front of your target customers today.

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This article was originally published in the December 2000 print edition of Entrepreneur with the headline: Hello, My Name Is. . ..

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