Building a Brand Name That Unites Its Members
Successfully naming a national membership organization hinges on the finding the right "building blocks." In this case those building blocks are words that resonate with potential members -- words that both capture and convey feelings and emotions. This client wanted to attract clients with traditional values, rooted in a deep sense of patriotism and national pride. After playing with a number of invented words, it became evident these coined names lacked impact and a sense of connection to the organization's mission. Rather than invest millions creating meaning in an empty-vessel type name, AmericaStrong was chosen as not only a great brand name, but also as an inherent brand message, an imperative command. Keeping America strong communicates the desire to build upon the successes that helped to make the country great while building a better pathway for moving forward.
"Tungsten Branding was instrumental in helping us identify a corporate brand name that reflected our mission, values and purpose."