The Challenge: Create a solid sounding company brand name for an online, financial services company
Web-based branding can be tricky. Ideally, you need a name that is easy to say and spell, conveys the right message, and (most importantly) has the available, exact matching .com domain name. In this case, the client also needed the name to create a sense of community.
The Solution: Use a descriptive hybrid naming strategy to build the right brand message
Descriptive hybrid names do two things... define the category/industry while alluding to a key attribute. TradingBlock does just that… combines an industry descriptor word (Trading) with the very malleable “Block” suffix, a word that can morph to mean a number of things. “Block” conveys the qualities of strength, dependability and reliability, as in a building block. It also conveys the notion of a neighborhood block, and captures the sense of camaraderie and community. It can also be used in the pejorative sense to affectionately call the company faithful “Blockheads,” (in the same vein as “Parrot Heads,” “Dead Heads,” and “Ditto Heads", etc.) The brand name was also personified by the little smiling expression on the block itself, inviting potential clients with the warm message “Welcome to the neighborhood!” TradingBlock.com is now the new face of online investing.
Branding Update: Since the creation of this brand name, a "sister" brand called MoneyBlock has been developed. The beauty of strong brand development is that it becomes self directive, allowing the organization itself to continue to develop cohesive and congruent brand extensions and sub brands. And that name is right on the money!
"Financial services, and online brokerage in particular, can be a pretty cookie-cutter business. One of our goals is to change that. We're a pretty creative, forward-thinking company so we like creative thinkers who can make the business case for their ideas.
We interviewed six agencies and conducted one unproductive branding exercise with a local firm before beginning work with Tungsten. After talking extensively with Phil regarding their approach, we were confident Tungsten would deliver the distinctive brand elements we sought.
After stating our vision, we let Tungsten do their thing. And part of their thing is keeping the client deeply engaged. Tungten’s process required us to consider how different brands fit not only within what we wanted to communicate but how as well.
Tungsten didn’t just give us a great name, they helped us realize what we’re all about."
Tom Heffernan VP, Marketing