We have reached a point where the information society is so well established that it is essential to know a series of coordinates to be able to carry out our work as designers and entrepreneurs in tune with the world in which we move. We have to flow with the communicational model in which we are immersed, it is almost mandatory for us to begin to know first-hand the basic points for the development of the business identity and its success on the Internet.
Here are four rules that no veteran designer, entrepreneur, or businessman can ignore. Attentive to what you are going to read!
5/10 character rule
Have you ever analyzed the name of the most powerful and well-known brands worldwide? If you do, you will discover that it is not by chance that all of them present names with no more than ten characters (it is very rare that they exceed that length), they always use a hard (or voiced) consonant and often repeat a letter. Here are some examples: Google, Yahoo, Apple, Exxon, Ford, Honda, Mobil, Cisco, Verizon, Hasbro, Mattel ...
Logically, we can find many companies that enjoy tremendous success and do not comply with some of these rules, there are exceptions, I know, I know. But from this study we get a clear conclusion. A short and easily recognizable name is essential, especially in these days when information is consumed in pills and where simplicity and shortness reign the models of communication. Let's recall an example of the most graphic: Twitter is limited to 140 characters ... Do you really think it can be useful and practical to have a business name of more than 15 letters? Has no sense!
The dotcom rule
It is so important to ensure the availability of our company name both outside and within the network. We know that there are many domain endings such as .net, .com, .es, .biz, .ninja (seriously), but of all of them the majority and preferred option for consumers is .com. Although this situation with regard to domains will undoubtedly change in the coming years, today the entrepreneur must take into account a name in which he can secure a .com domain and where it is available. In case this domain is not available, it is best to abandon the idea and choose another name. If something we have to avoid by all means is that the name and identity of our business are confused with others on the network. This is very important: If there is already a .com domain with the name you have thought of for your company, abandon the idea. Go for another name that only belongs to you.
Social media rule
Exactly the same rules that we mentioned in the previous section must be applied to the social media environment. You have checked the .com availability of your name and found it, perfect! your next step will be to analyze social networks: Facebook, Twitter, Youtube, Google +, Pinterest… In case there are already pages or accounts with the name you had thought about, you have to rethink whether it is worth choosing that name. You should keep in mind that positioning in the networks is not of great importance. It is vital. If you decide to continue betting on that name despite finding rival accounts on social networks, you will have neither more nor less to assume that positioning on social networks is going to cost you a job much higher than what you would have to face in the event that your account was the only one with that name. In case you want to continue in the adventure for that brand name that came to you and conquered you, I would recommend that you pay more attention to the graphic differentiation or that you try to reach some kind of agreement with the user who already has an account, maybe you're lucky, or maybe not. But what is clear is that it will be a slightly more complex challenge. (but not so much eh; P)
We have gone from 2.0, where perhaps the brand names in social networks were more complementary and less important, to an era 3.0 where the name of our company in social networks is an essential factor that must be considered from the beginning. first moment in choosing our brand name.
The Icon Rule
This rule is closely related to the previous point. Now we no longer have to consider the challenge of designing a logo based solely on aesthetic criteria and adhering to the principles of our brand. In a way, these appraisals have almost gone into the background (almost, but not so much). Our main objective is that the largest number of users see our logo, read our name, visit our websites ... What does this mean? That we will have to design a logo that can play perfectly within social networks. A design that is easily adaptable, recognizable and can cross all barriers. The consumption of information through mobile phones continues and continues to increase. As companies we have to appear on these platforms as well and we have to be prepared to be able to encode our seal in any mass digital channel, no matter how small in size. The answer and the solution to this need will be given to us by our friend minimalism. The flat style, flat, light and implantable on any support.