Navigating Brand Name Adoption vs. Personal Name Usage in Business

Running a successful business involves a delicate balance between personal and brand identity. If your business is more personality-oriented, a personal name can help foster a closer relationship with your customers. On the other hand, if your brand has significant value and recognizability, it's better to use a brand name. This article aims to help you understand how to encourage your customers to use your brand name, avoiding the pitfalls of 'genericide'—the phenomenon where a brand's name is co-opted by the public.

The Role of Personality vs. Branding in Business

If your business revolves around your personality, personal branding can be an effective strategy. Think of influential figures like Oprah Winfrey, whose personal brand has become synonymous with trust and entertainment. However, when your business has distinct brand value, opting for a brand name is often preferred.

Understanding Brand Identity and Consumer Relationships

The relationship between consumers and brands should not be forced. Many international brands have spent millions trying to dictate how consumers should use their brand names, but these efforts often fail. Let's examine high-profile cases of 'genericide'—moments when a brand's name became so common that people started using it generically without the company's permission.

Case Studies: Xerox, Nintendo, and Kleenex

Xerox was fighting against the use of its brand name as a generic term for photocopying. However, the public's language evolved, and Xerox became interchangeable with any type of photocopying. For example:

"Will you xerox that contract for me?" "Hey! The xerox machine is broken! Call Fujitsu Servicing to get their repair guy down here now!" "Of course she stole his speech: if you read hers it’s a xerox copy of what he wrote!"

Nintendo faced a similar struggle, especially after their dominance in the video game market. Consumers began calling any video game "Nintendo" regardless of the actual brand. For instance:

"If you have any good Nintendo games bring them to the sleepover. Zack has two Nintendos on different big-screen TVs!" "You wanna come over and play Nintendo" "Larry showed me his new Nintendo, but the controllers are weird and all the games are on giant cartridges. I like your Nintendo better!"

Kleenex, a household name for tissues, took an extreme approach by using full-page ads in national papers and magazines, attempting to control the usage of their brand in public language. This backfired miserably, making its brand name less distinctive rather than more so.

Legal Arguments and the 'Tube of Toothpaste' Analogy

Corporate legal departments argued that a brand or trademark could remain valid even if the public used it generically, likening it to a tube of toothpaste. Once the toothpaste was squeezed out, it couldn't be put back in, and efforts to force it back in were futile.

Strategies for New and Growing Brands

New and growing brands can encourage the adoption of their brand names by running comprehensive marketing campaigns that introduce the new name while maintaining the old one. It's crucial to ensure everyone consistently uses the preferred name:

Start Wide, Big, but Never End: Launch a wide-reaching campaign but make sure the transition is gradual. Consistency is Key: Ensure your staff, vendors, and marketing partners all communicate your brand name correctly. Inconsistency can lead to confusion. Avoid Mandates: Don't impose strict language requirements. For instance, if you run a coffee shop and a customer asks for a 'Large Latte,' it's better to accommodate them rather than insisting on the brand-specific term. Educate Gradually: Allow your brand to become the default name over time, trusting consumers to adopt it naturally.

By following these strategies, you can guide your customers to use your brand name without coming across as too controlling or distant. Remember, consistency and time are your friends in building a strong brand identity.