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Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Corporate Logo Design
  • Domain Name Acquisition

The Challenge:
Transform a generic sounding company name into an innovative brand name. 

Many companies start out with product based identities. Such was the case with Urethane Supply Company -- no guesswork about what they do, (at least not initially.) But as companies grow and evolve, they take on new products and services, or they pivot and pursue a new direction in the business. These literal and descriptive brand names become restrictive, outdated or even misleading. 

The Solution: Create a company brand name that highlights a key attribute 

Combining the "poly" of polyurethane with the "vance" of advanced, advancing, advancement, created an intuitive name that provided a hint of the industry while highlighting the spirit of innovation. Poly also serves as a double entendre, meaning "many," which provides a backstory of offering a number of advanced solutions. We sometimes refer to this type of naming strategy as "ish" brand names. In other words, Polyvance sounds "polymer-ish" and "advanced-ish." The name does not pigeonhole the company to a specific product but it does provide linguistic clues to its category and position in the industry. These type of names easily stair step or segue into a deeper conversation about the company. "Polyvance? What do you do?" The answer... "We provide advanced solutions using state of the art polymers." 
 

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If you are looking for a brighter way to illuminate your company brand, consider the many ways Tungsten can provide advanced branding strategies to meet your needs.

"We made the "official" name change date on March 1.  We were worried that sales might be affected, and they were.  March was our highest sales month ever, and April was our second highest month ever.  Our fear and concerns about rebranding were unfounded. 

There is still a LOT of work to do, mostly labels and literature, but so far, the rebranding has exceeded our expectations."

Keith R. Lammon

Polyvance
 
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