Richard Wilson: four levels of brand usefulness
In his branding recording, Richard described four levels of usefulness for a company name and presentation. The scale runs from driving people away to helping a stranger understand the business immediately.
A presentable name can still do little
Richard distinguished an unprofessional presentation from one that looks acceptable but carries no meaning. A polished name may leave the reader doing all the work of figuring out the business.
A hint or a clear explanation
His next levels give the audience a clue, then a specific explanation of the activity or benefit. The scale is about what the audience can understand.
In Richard's words
"a level four brand is that it's compelling in itself and it tells someone either exactly what you do" (Richard C. Wilson, recorded library commentary)
How to use this
- Ask people unfamiliar with the company what they infer from its name.
- Compare the answers with the business activity you need them to remember.
Questions and answers
What separates the middle levels?
A name that simply looks acceptable versus one that gives the audience a useful clue.
What is the highest level in Richard's description?
A name that directly communicates what the business does or why it is relevant.