It takes years to build an image and equity in a brand. Yet, there is a short cut involving borrowing brand equity.
Raleigh Roof Rescue leverages Thom Brown’s 20 years as a firefighter to bring the image of the firefighter to the roofing business. Firefighters are heroes who help protect us and rescue us in the event of horrific events. He isn’t licensing equity, but borrowing the strong image and brand essence of firefighters.
Since Thom has an authentic history as a firefighter, this borrowed brand equity is smart. Firefighter owned and operated.
You want to support this roofing company versus another name like Thom’s Roofing Company, because of the equity and image surrounding firefighting. We all have emotional and positive feelings about a firefighter – Thom’s just borrowing it for his company’s brand.
Naming A Brand?
If you are coming up with a brand or company name, think about the legitimate claims you can make, and how that image could create an emotional connection to your business.
- EcoVet Furniture
- Veteran Waste Removal Services
- Policeman Painting Company
- College Hunks Hauling Junk
When equity already exists that you can freely and legitimately borrow, you can focus on putting out other business fires.
Borrowing equity is a smart move for leveraging an existing image – without paying a licensing fee.
Need help naming a brand?
I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com. Call me. 919 720 0995. Visit my website at www.themarketingsage.com. The conversation is free, and we can explore working together.
Photo by Jay Heike on Unsplash
