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  • So What About Branding?

    18 posts, 14 voices, 774 views, started Apr 21, 2009

    Posted on Tuesday, April 21, 2009 by Cynthia Schmidt

    •  



    • Diamond
      Offline
      Ambassador

      I hear a lot about branding when it comes to business. It seems as if it’s a necessary component for sustained success. That being said, how does one go about doing it?

      When I relate it to my own business, I see other companies who have established a solid brand. Godiva; just the name alone, the way the lettering looks, the signature gold boxes, it’s a solid brand even though the company has been sold twice, first to the Campbell’s soup company and now it’s owned by a company in Turkey.

      Joseph Schmidt truffles, they are the very large egg shaped truffles sold at many candy counters. Lots of flavors, always the same shape except for few exceptions and he changes his boxes with each season. He no longer makes his chocolates, they‘re owned by Hershey.

      Speaking of Hershey, that’s an institution in itself.

      I’m not looking to become an institution. I just want my chocolates to be recognizable and to make them go just a little bit “viral” so I can grow my brand and build my business.

      But first I have the establish the brand. And, honestly, I don’t really have a name for my company. Everyone just knows my chocolates as “the chocolates that Cynthia makes.” or “Cynthia’s chocolates.” and I find those two names to be very bland. So I think I even need to come up with an actual name for my business even though I’ve been in business for six and a half years.

      Is anyone else dealing with this? What do you do? How do you start?



      •  


        • 0 votes vote up vote up

          Angelcart wrote Apr 21, 2009
        • Could you use a name related to where you live and their made?  Ouhaho (sp) Fine Chocolates?  To me stating they are from HI sounds expensive and  yummy.   That’s just my opinion.  Good Luck with a namehappy



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        • 0 votes vote up vote up

          Robinesque wrote Apr 21, 2009
        • Cyn’s Sins!



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        • 0 votes vote up vote up

          Susan Sullivan wrote Apr 21, 2009
        • Hawaiian Chocolate Cyn

          Branding is a tough thing...the wrong one can really hurt...the right one, establish you for life. Good luck with that.



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        • 0 votes vote up vote up

          Esther Bloom wrote Apr 21, 2009
        • Esther’s Downfall!!!!jk  Branding is hard that’s what we are trying to do for TK bags... We are up against Gucci Prada Dooney & Burke......Hard to find the right places. Have you ever looked at PINK magazine its great for women in business.
          Your chocolates need the word “PASSION” in the name. I will keep my thinking cap on

          How are you doing with your Arbonne product?

          XXOO
          Esther



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        • 0 votes vote up vote up

          Angelcart wrote Apr 21, 2009
        • Hawaiian Heaven by Cynthia; Hawaiian Passion by Cynthia.  Hmmm.....it’s tougher than it seems.



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        • 0 votes vote up vote up

          Mztracy wrote Apr 21, 2009
        • Cynful Chocolates - Chocolates by Cynthia
          Chocolate Dreams - Chocolates by Cynthia
          Delightful Chocolates - Chocolates by Cynthia
          A Taste Of Heaven - Chocolates by Cynthia
          A lil Taste Of Heaven - Chocolates by Cynthia



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        • 0 votes vote up vote up

          Carolnphil wrote Apr 21, 2009
        • Passion in a Box.  That makes me think of sex.  Sex and chocolates.  I love both.  Just the thought makes me want them now.  giggle



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        • 0 votes vote up vote up

          Mjmurphy wrote Apr 21, 2009
        • I really like mztracy’s idea: Cynful Chocolates. it’s catchy and memorable!



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        • 0 votes vote up vote up

          Dove Chocolate Chocolatier wrote Apr 21, 2009
        • I think Chocolate Is Like A Breath Fresh Air,I just cant get enough.
          But I am partial as I am A Chocolatier also.

          Tennessee



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        • 0 votes vote up vote up

          Angelcart wrote Apr 21, 2009
        • Yeah I like “Cynful Chocolates” too.  Catchy!



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        • 0 votes vote up vote up

          Cynthia Schmidt wrote Apr 21, 2009
        • OOOHHHH, Tracy! I think you‘re on to something. I’m going to work that one.  

          Thanks!



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        • 0 votes vote up vote up

          Cynthia Schmidt wrote Apr 21, 2009
        • I need a brainstorming session. I wish I was closer to all of you and we sat down at a table, eating chocolates and coming up with the perfect name!  



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        • 0 votes vote up vote up

          Mjmurphy wrote Apr 21, 2009
        • That sounds great Cynthia! You need China Doll in on this, she’ll organize and keep the brainstorming going. Besides being catchy, I was liking Cynful Chocolates because of the different possibilities for marketing with the packaging and presentation moving around and amplifing the name.



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        • 0 votes vote up vote up

          Michelle Bodycombe wrote Apr 21, 2009
        • PURE PASSION + (a by line)

          Cynthia, whatever name you choose...you have to feel it in your gut and have it seep through your pores when you express yourself regarding you and your chocolates.

          write down how you would like your chocolates to be experienced.  From the visual of the packaging right down to the feeling one gets as the very last piece melts on their tounge.

          Sometimes it is difficult for us to sell our own products...so enlisting the help of a friend who loves your chocolate can be helpful.

          Sometimes money makes the difference...allowing one to launch a product in a big way...



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        • 0 votes vote up vote up

          Laurie Neumann wrote May 7, 2009
        • Cynthia,

          I am working with a client going through the marketing course I offer, and we just covered choosing a name.  I never thought of it as a marketing tactic, but now I see it is one of your MOST important marketing methods.

          When choosing a name, make sure it says what you want people to think of when they think of your chocolates.  Make sure the name is clear about what you offer, easy to spell and remember.

          You’ve been given some great suggestions!



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        • 0 votes vote up vote up

          Shelyshine wrote May 17, 2009
        • Hi. Seems like lots of good advise is posted already. I thought I’d put a vote in for “Cynful Chocolates” suggested by Mztracy.

          Branding is less tricky then the experts would have you believe. Do you have a business plan? I don’t mean a Harvard Style spreadsheet intensive tomb, but a simple vision of where your company is going? What do you want to achieve, financially, socially, or otherwise? Where do you see yourself in the market-place? You mentioned Godiva, Hershey and Joseph Schmidt truffles three very different companies with very different business models.

          Until you know what you hope to achieve, you will have a lot of difficulty branding. Once you figure out if you want to be a retail chain, a grocery store commodity, or a boutique item (etc.) you will have a much easier time figuring out how to name and package your product so that consumers get the image you are targeting.  

          Wow, I hope that wasn’t too long-winded and preachy... I didn’t mean to be either.

           —Shelysine



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