I was privileged yesterday to sit-down with a friend who is currently going through many changes at work. He owns the business, and has grown it to be an industry leader in the Barrie area.

“Josh” he started “I love doing what I’m doing, and have made great improvements in developing our systems, and improving the way we work. When I took over the business, I started to put my personal touch onto it, but now am at a cross-roads.”

“A cross-roads?” I stated not very surprised, as he had been hinting at what was coming next for some time.

He continued “Yes, I am thinking of totally re-branding, I don’t feel the name reflects the company that I want, and it doesn’t offer me the base to which I can grow.”

I started by explaining “You know, every great business has a story, and through that story quite often the name of the business shines through. Sometimes it comes through directly, and other times it’s just a glimmer, but this is the perfect starting point for your re-branding. What is your story? Not only in business, but personal as well.”

We continued to chat about how the story of a company will intuitively shape the brand of the business. To often people become so focused on “The Name” that they loose the meaning that will be placed behind the name, or what may be better known as the feeling.

Lesson one: Create a story for your business – but don’t just make one up. Be authentic, be truthful, and build it upon the values and principals that you would like to see your business built upon. Does your brand reflect this?

Remember a brand is much more than just a name.

Have an inspired day