How many times have I written articles on the topic of brand building and instructed clients on the subject? Over the years, it has been a regular focus of The Great Writer and Solution Content’s services.
Ironically, in an age of Internet marketing, brand building isn’t always related to SEO or SEM best practices or even a Web 2.0 or 3.0 focus. Sometimes brand building can effectively take an ‘old fashion’ approach and be very successful. That is going to be the approach with The Great Writer.
A good copywriter must think of everything
For the past few years, The Great Writer has proven to be a good domain name and has aided in SEO. It has also been central in the effort to build a positive image based on a client-focus, superior writing and effective copywriting. There has been only one potential downside of the name; some prospective clients may find the name too egotistical or haughty. In the world of marketing, everything has to be considered.
The result of this soul-searching and insightfulness will be some renewed brand building. In the weeks ahead, The Great Writer will become Acme Writing.
What’s in a name?
The word Acme means the highest point; summit; peak. Besides the legendary image of the word ‘acme’ in stories and comic strips as the generic, fictitious company, it has a meaning that is very fitting for the way we do business.
We always raise our gaze to the highest point when we are writing for a client. Our aim is never low, but always pointed at the summit so that our writing is of the highest quality and nothing less.
In addition to the ‘established’ feel of the word ‘acme,’ it is easy to remember and does not suggest any sense that we consider ourselves pompous or self-aggrandizing. It sounds like a company that was established a hundred years ago and not a half-decade ago.
Marketing the old way to build a brand
None of the explanations above have anything to do with the Internet or digital considerations at all. A change from a business name that has some SEO benefits to one which comes out of traditional marketing speaks to the true constants in marketing and brand building. What matters most is how other people see your company. What is the emotional or intellectual impact on the prospective customer or client?
In the zeal of modern day marketers to embrace all things digital, some of the fundamentals of marketing not only survive, but prevail. When building a brand, its all perception. Much of this approach has not been advanced much by the advent of the digital age. The psychology of prospective buyers is constant.
What has changed? Even a small company, with a minimum of capital, has the ability through smart marketing to reach a global audience. This would have been impossible twenty-years ago. These same small companies can build a public perception through digital channels that can be magnified beyond the means of traditional marketing. Social media and other means of creating a buzz can amplify the company’s image and persona to gigantic proportions.
Our Company
By all measures, The Great Writer has been an enormous success. We have clients all around the world. What’s even more important, those clients have been very happy with the deliverables. We have grown our business, and it’s related buzz through many channels, but in the end the focus on quality has been our calling card.
What we do know, when the smoke clears, is that its many of the traditional means of introducing a company and creating its image that get peoples’ attention and stimulate their imaginations. For that reason, Acme Writing will carry on the best attributes of The Great Writer, but rely on a company name with a broader appeal. Brand building still has to consider these incremental changes to take companies to the peak of success.
Maybe I should say, the acme of success.
