{"id":73369,"date":"2023-03-17T11:19:32","date_gmt":"2023-03-17T11:19:32","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73369"},"modified":"2023-11-14T14:27:04","modified_gmt":"2023-11-14T14:27:04","slug":"vaelge-brandnavne-og-taglines","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/entrepreneurs\/choosing-brand-names-and-taglines\/","title":{"rendered":"At v\u00e6lge et brandnavn og en tagline til en nystartet virksomhed"},"content":{"rendered":"
<\/div>

En sp\u00e6ndende del af det at starte en virksomhed er at fastl\u00e6gge brandets tone of voice og personlighed. N\u00e5r vi er n\u00e5et et stykke vej, har vores erfarne iv\u00e6rks\u00e6ttere haft tid til at forfine den personlighed, bruge den p\u00e5 forskellige m\u00e5der og afpr\u00f8ve gr\u00e6nserne for dens identitet.<\/span><\/p>\n

Vi m\u00f8dte Lorna Minter, Matt Davis og Christine Wyatt for at genopleve disse rejser og tale om \u00e5rsagerne til deres beslutninger, n\u00e5r det gjaldt deres brandnavn og tagline.<\/span><\/p>\n

Skab et navn for dig selv<\/b><\/h2>\n

Dit navn er ofte din f\u00f8rste brandingbeslutning og det f\u00f8rste indtryk, du g\u00f8r p\u00e5 dit publikum. Det er en udfordring at opsummere dit produkt, din service og din etos i et enkelt, hurtigt navn. Vores tre virksomheder har taget forskellige veje for at n\u00e5 frem til deres brandnavne, fra pr\u00e6cise over personlige til praktiske.<\/span><\/p>\n

Kager og kegler<\/b><\/h3>\n

Vores mest umiddelbare eksempel er helt sikkert Cookies & Cones. Navnet lader dig ikke v\u00e6re i tvivl om, hvad der er i vente. Det er et godt eksempel p\u00e5 lavkontekst-sprog, som vi d\u00e6kker i vores <\/span>blog om slogans<\/span><\/a>. Men som tiden er g\u00e5et, har Matt fundet ud af, at navnet er blevet et for sn\u00e6vert udtryk for deres tilbud:<\/span><\/p>\n

For at v\u00e6re helt \u00e6rlig, s\u00e5 er vores navn nok ikke den bedste id\u00e9, vi nogensinde har f\u00e5et. Det kan v\u00e6re ret begr\u00e6nsende, is\u00e6r n\u00e5r vi pr\u00f8ver at s\u00e6lge folk kaffe og om vinteren, hvor folk ikke n\u00f8dvendigvis har lyst til at spise is.<\/span><\/i><\/p>\n

\"\"<\/a><\/span><\/i>
\n<\/span><\/i>Men som tiden g\u00e5r, og kendskabet vokser, kan brands blive mere end summen af deres dele. Navnet Cookies and Cones er allerede et udtryk for mere end bare cookies og is.<\/span><\/p>\n

Latham Street<\/b><\/h3>\n

Omvendt, <\/span>Latham Street<\/span><\/a> er et eksempel p\u00e5 h\u00f8jkontekstuelt sprog. Man skal virkelig kende lidt til historien for at forst\u00e5 navnet. Latham Street har f\u00e5et sit navn fra den gade i Preston, hvor grundl\u00e6ggeren Lorna Minter boede som studerende.\u00a0<\/span><\/p>\n

Huset p\u00e5 Latham Street blev et samlingspunkt for andre aficionados af den blomstrende rave-scene. Det var minderne om den tid, der inspirerede til det centrale tilbud i Lornas nuv\u00e6rende forretning: t\u00f8j, der giver et nik til 90'ernes dansekultur, Y2K og videre frem.\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

Navnet er en succes p\u00e5 trods af behovet for kontekst, fordi det er unikt, det v\u00e6kker nysgerrighed, og det er personligt og meningsfuldt for Lorna.<\/span><\/p>\n

Opret 98<\/b><\/h3>\n

Opret 98<\/span><\/a>'s tilgang til branding er lidt anderledes, idet alt stammer fra selve stedet. Christine k\u00f8bte 98 The Broadway Leigh-on-Sea med henblik p\u00e5 at starte denne kunstvirksomhed, og aspekter af den eksisterende ejendom - 98 fra adressen, den synlige murstensv\u00e6g - er alle blevet foldet ind i brandet. I sidste ende er Create 98 et brand, der har samlet sig om de mursten og den m\u00f8rtel, hvor magien sker.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Det var ogs\u00e5 vigtigt for Christine, at navnet indbefattede aktivitet og kreativitet. Oprindeligt havde hun t\u00e6nkt sig at kalde virksomheden \"Make 98\", men opdagede, at en anden lokal virksomhed brugte et lignende navn. At blive tvunget tilbage til tegnebr\u00e6ttet viste sig at v\u00e6re en velsignelse, da \"Create 98\" med sit interne rim er et perfekt f\u00e6ngende brandnavn, som ogs\u00e5 minder dig om, hvor du kan finde det.<\/span><\/p>\n

At finde p\u00e5 en tagline<\/b><\/h2>\n

Virksomheder bruger ofte en kort linje til at opsummere, hvad de har at tilbyde. Vores blog om slogans og taglines<\/span><\/a> giver nogle r\u00e5d om, hvad der g\u00f8r en god linje, sammen med eksempler p\u00e5 m\u00e6rker, der har brugt forskellige tilgange til at komme op med noget mindev\u00e6rdigt. Vores tre virksomheders tilgange er ret forskellige, men de har hver is\u00e6r haft succes med at n\u00e5 deres individuelle m\u00e5l.<\/p>\n

\"Genbrugt. Fjernet. Genelsket.\"\u00a0<\/b><\/h3>\n

Latham Streets slogan \"Reused, remade, reloved\" har virkelig det hele. For det f\u00f8rste er det faktuelt. Virksomheden genbruger faktisk tekstiler, som den laver om til nyt t\u00f8j, der er klar til at blive elsket igen af en ny ejer. Det er dog ordet \"reloved\", der er det afg\u00f8rende. Du finder det ikke i ordbogen, men vi ved pr\u00e6cis, hvad det betyder i denne sammenh\u00e6ng. <\/span><\/p>\n

\"\"<\/a><\/p>\n

Latham Streets produkter er lavet til at blive v\u00e6rdsat og v\u00e6rdsat for deres unikke karakter - mods\u00e6tningen til den hurtige engangsmode. Den i\u00f8refaldende assonans, der forbinder de tre ord, er prikken over i'et.<\/span><\/p>\n

\u00a0\"Lev livet mere kreativt\"<\/b><\/h3>\n

Umiddelbart opfordrer Create 98's tagline sit publikum til at overveje at indarbejde kreativitet i deres rutine. Men grunden til, at denne linje v\u00e6kker dybere genklang, er forslaget om, at det at dyrke et kreativt afl\u00f8b ogs\u00e5 kan have magten til at gennemsyre, forbedre og give mening til alle aspekter af vores liv. Christine fortalte os det:<\/span><\/p>\n

Da vi forklarede vores brandambitioner til vores designere, sagde vi: \"Vi vil opmuntre folk til at leve deres liv mere kreativt\", s\u00e5 ud fra det blev \"lev livet mere kreativt\" vores strapline. Vi har det p\u00e5 v\u00e6ggen, vi har det i vores mission statement, som man l\u00e6ser, n\u00e5r man g\u00e5r ned ad trappen, og vi starter altid vores nyhedsbreve med det budskab.<\/span><\/i>\"\"<\/a><\/p>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

Forskellige, herunder \"Det fedeste sted i byen\"<\/b><\/h3>\n

Cookies and Cones har ingen officiel tagline, men foretr\u00e6kker at skifte den ud og bruge forskellige slogans p\u00e5 tv\u00e6rs af sine forskellige kanaler. Med henvisning til sine forretninger vises s\u00e6tningen \"det fedeste sted i byen\" p\u00e5 <\/span>Cookies og kegler hjemmeside<\/span><\/a>De fort\u00e6ller os, hvor hipt Cookies and Cones er, samtidig med at de hentyder til de frosne l\u00e6kkerier, der venter. Deres varevogne er prydet med \"Here it crumbs!\", for hvem elsker ikke et ordspil?\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

P\u00e5 andre tidspunkter har virksomheden brugt \"It's cookie time all the time.\" Da vi spurgte Matt Davis, om han f\u00f8lte, at han ville l\u00e6gge sig fast p\u00e5 en tagline, fortalte han os det:<\/span>
\n<\/span>
\n<\/span>Jeg tror, det altid vil v\u00e6re en god id\u00e9 at undg\u00e5 at v\u00e6re for restriktiv, mens vi vokser.<\/span><\/i><\/p>\n

At s\u00e6tte billeder p\u00e5 ordene<\/strong><\/h2>\n

Med et navn og en tagline p\u00e5 plads har brands brug for en visuel identitet, som de kan pr\u00e6sentere for omverdenen. I n\u00e6ste afsnit af \"Grow with the Pro's\" ser vi p\u00e5, hvordan de tre virksomheders logoer og brandfarver blev til.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

An exciting part of launching any business is establishing the tone of voice and personality of the brand. Having gone a way down the track, our experienced entrepreneurs have had time to refine that personality, put it to use in different ways and to test the limits of its identity. We caught up with Lorna […]<\/p>\n","protected":false},"author":134,"featured_media":73565,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[955],"tags":[],"class_list":{"0":"post-73369","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entrepreneurs"},"acf":[],"yoast_head":"\nChoosing A Brand Name & Tagline For A Start-up Business - Solopress UK<\/title>\n<meta name=\"description\" content=\"This blog looks at the origins of the brand names and taglines used by three businesses to help start-ups with the process.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/da\/ivaerksaettere\/vaelge-brandnavne-og-taglines\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choosing A Brand Name & Tagline For A Start-up Business - 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