{"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":"crescer-com-os-pros-brands-nomes-e-tabelas","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pt-pt\/entrepreneurs\/choosing-brand-names-and-taglines\/","title":{"rendered":"Escolher um nome de marca e um slogan para uma empresa em fase de arranque"},"content":{"rendered":"
<\/div>

Uma parte interessante do lan\u00e7amento de qualquer empresa \u00e9 estabelecer o tom de voz e a personalidade da marca. Tendo percorrido um longo caminho, os nossos empres\u00e1rios experientes tiveram tempo para aperfei\u00e7oar essa personalidade, p\u00f4-la em pr\u00e1tica de diferentes formas e testar os limites da sua identidade.<\/span><\/p>\n

Encontr\u00e1mo-nos com Lorna Minter, Matt Davis e Christine Wyatt para reviver essas viagens e falar sobre as raz\u00f5es por detr\u00e1s das suas decis\u00f5es no que diz respeito ao nome da marca e ao slogan.<\/span><\/p>\n

Fazer um nome para si pr\u00f3prio<\/b><\/h2>\n

O seu nome \u00e9 frequentemente a sua primeira decis\u00e3o de marca e a primeira impress\u00e3o que causa no seu p\u00fablico. \u00c9 um desafio resumir o seu produto, servi\u00e7o e \u00e9tica num nome simples e r\u00e1pido. As nossas tr\u00eas empresas seguiram caminhos diferentes para chegar aos seus nomes de marca, desde o mais preciso, ao mais pessoal, ao mais pr\u00e1tico.<\/span><\/p>\n

Biscoitos e cones<\/b><\/h3>\n

O nosso exemplo mais \"no nariz\" \u00e9 certamente Cookies & Cones. O nome n\u00e3o deixa d\u00favidas sobre o que o espera. \u00c9 um \u00f3timo exemplo de linguagem de baixo contexto que abordamos na nossa <\/span>blogue sobre slogans<\/span><\/a>. No entanto, com o passar do tempo, Matt descobriu que o nome se tornou uma express\u00e3o demasiado restrita da sua oferta:<\/span><\/p>\n

Para ser francamente honesto, o nosso nome n\u00e3o \u00e9 provavelmente a melhor ideia que alguma vez tivemos. Pode ser bastante restritivo, especialmente quando estamos a tentar vender caf\u00e9 \u00e0s pessoas e no inverno, quando as pessoas n\u00e3o querem necessariamente comer gelado.<\/span><\/i><\/p>\n

\"\"<\/a><\/span><\/i>
\n<\/span><\/i>No entanto, \u00e0 medida que o tempo passa e a consciencializa\u00e7\u00e3o aumenta, as marcas podem tornar-se mais do que a soma das suas partes. O nome Cookies and Cones j\u00e1 \u00e9 um significante de mais do que apenas biscoitos e gelados.<\/span><\/p>\n

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

Pelo contr\u00e1rio, <\/span>Rua Latham<\/span><\/a> \u00e9 um exemplo de linguagem de alto contexto. \u00c9 realmente necess\u00e1rio conhecer um pouco da hist\u00f3ria para apreciar o nome. Latham Street tem o seu nome da rua em Preston onde a fundadora Lorna Minter viveu quando era estudante.\u00a0<\/span><\/p>\n

A casa em Latham Street tornou-se um centro de encontro para os aficionados da florescente cena rave. Foram as mem\u00f3rias dessa \u00e9poca que inspiraram a oferta central do atual neg\u00f3cio de Lorna: vestu\u00e1rio que remete para a cultura de dan\u00e7a dos anos 90, Y2K e seguintes.\u00a0<\/span><\/p>\n

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

O nome \u00e9 bem sucedido, apesar da necessidade de contexto, porque \u00e9 \u00fanico, inspira curiosidade e \u00e9 pessoal e significativo para Lorna.<\/span><\/p>\n

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

Criar 98<\/span><\/a>A abordagem da marca de Christine \u00e9 um pouco diferente, na medida em que tudo decorre da pr\u00f3pria localiza\u00e7\u00e3o. Christine comprou o 98 The Broadway Leigh-on-Sea com o objetivo de iniciar este neg\u00f3cio de arte e os aspectos da propriedade existente - o 98 do endere\u00e7o, a parede de tijolo exposto - foram todos integrados na marca. Em \u00faltima an\u00e1lise, a Create 98 \u00e9 uma marca que se uniu em torno dos tijolos e da argamassa onde a magia acontece.<\/span><\/p>\n

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

Tamb\u00e9m era importante para Christine que o nome resumisse atividade e criatividade. Inicialmente, ela tinha a inten\u00e7\u00e3o de chamar \u00e0 empresa \"Make 98\", mas descobriu que outra empresa local estava a utilizar um nome semelhante. O facto de ter sido obrigada a voltar \u00e0 prancheta de desenho acabou por ser uma b\u00ean\u00e7\u00e3o, uma vez que \"Create 98\", com a sua rima interna, \u00e9 um nome de marca perfeitamente cativante que tamb\u00e9m nos lembra onde o podemos encontrar.<\/span><\/p>\n

Criar um slogan<\/b><\/h2>\n

As empresas utilizam frequentemente uma frase curta para resumir o que t\u00eam para oferecer. O nosso blogue sobre slogans e sloglines<\/span><\/a> oferece alguns conselhos sobre o que faz uma grande linha, juntamente com exemplos de marcas que utilizaram diferentes abordagens para criar algo memor\u00e1vel. As abordagens das nossas tr\u00eas empresas s\u00e3o bastante diferentes, mas cada uma delas \u00e9 bem sucedida na consecu\u00e7\u00e3o dos seus objectivos individuais.<\/p>\n

\"Reutilizado. Removido. Removido.\"\u00a0<\/b><\/h3>\n

O slogan de Latham Street \"Reutilizado, refeito, amado de novo\" tem realmente tudo. Em primeiro lugar, \u00e9 factual. A empresa reutiliza de facto os t\u00eaxteis, que transforma em novas pe\u00e7as de vestu\u00e1rio, prontas para serem novamente amadas por um novo propriet\u00e1rio. No entanto, \u00e9 a palavra \"reloved\" que \u00e9 o fator decisivo. N\u00e3o a encontrar\u00e1 no dicion\u00e1rio, mas n\u00f3s sabemos exatamente o que significa neste contexto. <\/span><\/p>\n

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

As pe\u00e7as da Latham Street s\u00e3o feitas para serem apreciadas e valorizadas pela sua singularidade - a ant\u00edtese da fast fashion descart\u00e1vel. A asson\u00e2ncia cativante que liga as tr\u00eas palavras \u00e9 a cereja no topo do bolo.<\/span><\/p>\n

\u00a0\"Viver a vida de forma mais criativa\"<\/b><\/h3>\n

\u00c0 primeira vista, o slogan da Create 98 incita o seu p\u00fablico a considerar a incorpora\u00e7\u00e3o da criatividade na sua rotina. A raz\u00e3o pela qual esta linha ressoa mais profundamente, no entanto, \u00e9 a sugest\u00e3o de que cultivar uma sa\u00edda criativa tamb\u00e9m pode ter o poder de permear, melhorar e dar significado a todos os aspectos das nossas vidas. Christine disse-nos:<\/span><\/p>\n

Quando est\u00e1vamos a explicar as aspira\u00e7\u00f5es da nossa marca aos nossos designers, dissemos \"queremos entusiasmar as pessoas a viverem as suas vidas de forma mais criativa\", por isso, a partir da\u00ed, \"viver a vida de forma mais criativa\" tornou-se o nosso slogan. Temo-lo na parede, temo-lo na declara\u00e7\u00e3o de miss\u00e3o que se l\u00ea ao descer as escadas e come\u00e7amos sempre as nossas newsletters com essa mensagem.<\/span><\/i>\"\"<\/a><\/p>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

V\u00e1rios, incluindo \"O s\u00edtio mais fixe da cidade\"<\/b><\/h3>\n

A Cookies and Cones n\u00e3o tem um slogan oficial, preferindo variar, utilizando v\u00e1rios slogans nos seus diferentes canais. Em refer\u00eancia aos seus pontos de venda, a frase \"o s\u00edtio mais fixe da cidade\" aparece no <\/span>S\u00edtio Web \"Cookies and Cones<\/span><\/a>A Cookies and Cones \u00e9 um estabelecimento moderno, que nos d\u00e1 a conhecer as iguarias congeladas que nos esperam. As suas carrinhas de entrega t\u00eam a inscri\u00e7\u00e3o \"Here it crumbs!\" (Aqui est\u00e3o as migalhas), porque quem n\u00e3o gosta de um trocadilho?\u00a0<\/span><\/p>\n

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

Noutras ocasi\u00f5es, a empresa utilizou \"\u00c9 tempo de bolachas a toda a hora\". Quando pergunt\u00e1mos a Matt Davis se ele achava que se iria fixar num slogan, ele disse-nos:<\/span>
\n<\/span>
\n<\/span>Penso que ser\u00e1 sempre uma ideia em movimento, para evitar ser demasiado restritivo enquanto estamos a crescer.<\/span><\/i><\/p>\n

Colocar imagens nas palavras<\/strong><\/h2>\n

Com um nome e um slogan definidos, as marcas precisam de uma identidade visual para apresentar ao mundo. Na nossa pr\u00f3xima edi\u00e7\u00e3o de \"Crescer com os profissionais\", vamos analisar como foram criados os log\u00f3tipos e as cores das marcas das tr\u00eas empresas.<\/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\/pt-pt\/empresarios\/crescer-com-os-pros-brands-nomes-e-tabelas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\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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