The online location service, what3words, allows users to pinpoint a location anywhere in the world using three common-usage words. It helps millions of people find out where they are or where they want to go and has been used by the emergency services to save lives.
As an example, the TOMD office in Allen House Business Centre can be found by searching combining.pure.expert. Big Ben is located at clean.wider.both, while the Eiffel Tower in Paris is defined as prices.slippery.traps.
In this post, we’ll consider whether businesses could take a leaf out of what3words’ book and use the concept as a cheat’s way to test your brand identity.
The simplest way to talk about your business?
The popularity of what3words can be attributed to its simplicity, precision and clarity. The geocode system’s strapline is ‘the simplest way to talk about location’. Could what3words be the simplest way to talk about your business?
It goes without saying that defining your brand is complex. At TOMD, we do a lot of branding work for clients, so we know there’s a lot more to it than choosing three words.
Nevertheless, limiting yourself to just three words could be a worthwhile exercise to help you focus on your core company values and what sets you apart from your competitors.
Word 1: Your purpose
Broadly speaking, what makes your company tick? This may seem glaringly obvious: we advise clients on their finances or we provide legal services. But when doing what you do, what motivates and inspires you?
In a word, think about what you are trying to achieve with your business. Educate? Advise? Support?
Word 2: Your personality
Every brand has a slightly different character and beliefs system. What core values lie at the heart of your company? Some businesses are built on collaboration and communication; others are defined by their transparency or work ethic.
If your business were a person, how would you describe it? Authentic? Traditional? Innovative?
Word 3: What really sets you apart
This is perhaps the most important word to think about. You know that your company can provide great service – but how can you communicate this to potential new clients? What can you offer that other firms cannot?
What about your business puts you ahead of your competitors? Specialist? People? Service?
Getting the ball rolling
Obviously, this is only a prompt to get you thinking about your brand. A lot more detailed planning is needed during the process of a full or partial rebrand.
One way to use this prompt is to ask several members of your team to complete the exercise and see how closely aligned each person’s answers are. You might start noticing some common ideas – or it might become clear that you aren’t all singing from the same hymn sheet.
The words you agree on could become part of your strapline, form the basis of your company values or feature in advertising materials you publish. More importantly, though, by fleshing out the words (or concepts) that underlie your purpose, personality and individuality, you will be well on the way to developing a plan to target your brand towards your key audiences.
Digital signposts
When trying to find a physical location, what3words works perfectly. When finding something online, it is search-engine optimisation (SEO) that runs the show.
Your chosen words are how you see your brand and how you want others to perceive you. It is important therefore to create a digital presence that clearly signposts your services to potential clients. To do this, you need to point people towards your brand using SEO best practices.
By producing SEO-enriched content, you can make sure that when someone searches online, it is your brand that they will find!
New brand identity
Remember: if you want a new.brand.identity, we’re happy to help!
