Self Identity Part 2 – A Brand Name and a Mission Statement

After 10 years of designing and branding my felt jewelry and soap business, it was time for me to design and brand my web business. I already had experience with my two felt brands… 3FUN and SoFino. Funky names! You may wonder how I came up with them. Before I tell you the meaning behind the brand names, I’ll share the process of naming my businesses.

Brand Name

You have to be clear on what are you offering and who you are offering that to. Knowing your product or service very well and defining a niche market is a base of any brand.

A key goal of choosing a brand name is it must convey what you do in a unique and creative way. Try to come up with an interesting name that has a special meaning to you. Choose a name that doesn’t directly relate to your profession. That way you’ll have more room to grow your brand. Just look at some of the most successful brands out there: Google, Amazon, Apple. These brands do not directly convey what products or services they offer, but have become synonymous with searching the internet, online shopping, and mobile devices.

Make up a word or put two words together and make your brand stand out. Over time, the meaning of the brand name becomes less important than its structure and sound (Starbucks is a great example). A unique name will give your brand an authentic character and feel. From a practical view, it’s easier to get a domain name, and you will have less any trademark headaches.

When you’re happy with a brand name that is easy to pronounce and spell, and sounds and feels unique, you are ready for the next step.

Mission Statement

You need to come up with a sentence that sums up what you want to achieve: a mission statement. A mission statement should be clear, concise, and useful. Use simple language with 5 to 15 words to clearly convey what you do, so people can remember it and communicate this to others. Here are some examples of a well-known brands and their mission statements:

TED – Spreading Ideas.

The Humane Society – Celebrating Animals, Confronting Cruelty.

Starbucks – Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Walmart’s – Saving people money so they can live better.

NIKE – Bring inspiration and innovation to every athlete* in the world.
(“*If you have a body, you are an athlete.” Nike co-founder, Bill Bowerman)

Amazon.com – Build a place where people can come to find and discover anything they might want to buy online.

Uber -Transportation as reliable as running water, everywhere for everyone.

Burton– We Are Riders, We Work Like We Ride and We Ride Together.

The Surfrider Foundation – Protection and enjoyment of the world’s oceans, waves and beaches through a powerful activist network.

The meaning behind my brand names

Photo collage of my jewelry and soap brands

I named my jewelry collection 3FUN. It was a playful gesture on my son’s name, Trifun. The 3FUN handmade jewelry line was playful, colorful and unique. It was an ideal accessory for the fashionable woman who loves bold and one of a kind creations that are conversation starters. Do you think the name fits it well?

The name of my soap line, SoFino, was another playful gesture, but on my daughter’s name, Sofia. The word SoFino associates me with sophistication, also something pure and gentle. It was the perfect name for my soap line.

This time I decided to go with my personal name as a brand, because it’s important to me to build my own name and trust in the creative tech community. Click To Tweet

Photo of Zoe Djukic

I hope you now have a better idea of the branding process. For more inspiration of actual naming process check out my post about the CDB process .

I would love to know the story behind your brand name and mission statement.

Don’t hesitate to ask for help if you have any doubts about your brand name or mission statement.

As always, I’m thankful you read this and shared with your social groups!

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