Olympia Lightning Bolt: what’s in a name?

We can all see the logic in that choice, but why are we called Future Point 4 Business?

“What’s in a name?” asks Shakespeare in Romeo and Juliet.  “A rose by any other name would smell as sweet.”
 
I think we can all understand why Usain Bolt and Kasi Bennett have called their new baby by that fragrant and resonant name.  No pressure then, little lady, but what if she wants a career where speed is not expected – like a slow bicycle racer, a doctor’s receptionist or a lawyer?

Anyway, the joyous advent of Olympia got me thinking about why we’re called what we are, and it comes down, of course, to brand.
 
As you know, brand is so much more than the logo, the colours and the fonts used.  That’s pretty superficial, because, before we even start to think about the right brand for a new client, we have to identify and work to understand their target audience.
 
Then it’s about understanding the product or service they offer and how it meets the needs of that audience – those nuggets of gold, the benefits.  Next is knowing the competition – who they are and what competitive advantages our client has over them.
 
Only after we understand all of this – and check and agree our understanding with our client – can we start to consider what might constitute their brand.
 
This leads onto the branding process, which means defining the message or messages, deciding on the tone of voice, the visual impact, the delivery methods and so on. 
 
In short, how do we bring this brand to life?
 
Running through all of this, however, is consideration of where this new brand will be in two, five or ten years’ time.  
 
What is that ideal Future Point 4 your Business?
 
That consideration has to happen from the outset (which is why it’s our name), otherwise you get dislocations happening akin to a fifteen-year-old girl saying to her father, “You know, Dad, I don’t really want to run fast anymore.”

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#brandidentity #branding #futurepoint4business