Branding Challenge Series
Hi, I am Nora D. Richardson and yes, I did this. How else do you think I came up with the super snazzy name of NDRichardson Graphics?
It was 15 years ago, and I was doing freelance jobs to supplement my full-time graphics job at a screen printing shop. I stared stupidly at my accountant when he asked me my company’s name, stating that I needed one to file my taxes. When I recovered, it took me all of 5 minutes to come up with my business name. And the reason it took me that long was I didn’t know if I should just be “Graphics” or “Design.” I knew that it was only going to be temporary. That surely I would whip out a creative name before the next tax season. The next year came and went and I gave the excuse that I was only freelance and freelancers just use their name.
In 1999, I left the world of full-time employment and became a sole-proprietor. I told myself that this was the perfect time to come up with my company’s name. But I disregarded every name I could think of; not good enough, too trendy, not creative enough, too esoteric and the list goes on. I made every excuse in the book (and still do) because nothing states what all I did. And that was the problem. I did everything for everybody. I had no focus because I liked everything.
A few years ago, I figured out that I was really good at branding and re-branding companies. I have this innate talent to be able to listen to the client’s needs and goals and create a clean, consistent and effective branding solution. I have been focusing my company on those type of businesses. For two years, I have been working on a new name for my company and still no name has been satisfactory. Until now, I have kept this quiet; what would happen if the word got out that a brander can’t brand her own company? It is silly, really. But now I see that it is harder, even for a professional, to brand yourself without help from a professional.
And here lies the challenge.
Next “Challenge” issue: Step #1: Where to Start
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