Fabian GeyrhalterClarity's Top Branding Expert, Founder of FINIEN

If you are serious about launching a brand, I will be there by your side to ensure you build your startup upon shared values your audience, investors, and future staff can believe in and root for. I have written 3 best-sellers on the subject of branding for startups and have helped hundreds launch successfully while advising numerous Fortune 500s on their naming and branding efforts. I will ensure you are following the right process based on my proven Resonaid brand strategy framework, from a tight positioning to the perfect name and overall identity. We want to make sure you act, look, and feel like a brand from the get-go. If we collaborate, you won't fall into the usual startup branding mishaps as your offering meets its audience. As the Founder of Los Angeles-based brand consultancy FINIEN, I work hands-on with startups from around the world and of any size and age on crafting strategic, verbal, and visual brand clarity. My client list includes Tinder, Honeywell, Randstad, Warner Brothers, and Goodwill. I am also a Global 100 mentor at the Founder Institute. Besides writing How To Launch a Brand, Bigger Than This, and The Brand Therapy Book, I am a columnist for Forbes and my thoughts on brand strategy appeared in the likes of Inc, The Los Angeles Times, The Washington Post, and Entrepreneur.

Recent Answers

Write a few white papers on topics that will be important to your clients to gain new subscribers and to nurture your vision for 2016. Write weekly blog posts and analyze your E-Mail outreach. Write a book about your consultancy's expertise. It's what we did with great success.

Know that if you ever have the desire or need to re-brand and/or re-position, you will face many challenges. Sounds logical after the fact, but as you go down that path of associating your name with the brand, it is easy to let the ego, or the simplicity of finding the domain name, run the branding process and push you into the limelight for good (may that actually be for better or worse!). I would advise against it so you can grow your business, eventually. Your personal brand will always be in the foreground and grow, regardless.

I am interested in learning about the reason as to why you are thinking about changing the name. Often the answer lies in your need for that change. Is it product-driven, ego-driven, pronounciation-driven? Whatever lies at the heart of it should be discussed and if necessary the name needs to be realigned with your brand's core purpose of being and your audience's emotional connection to the offering.

Best solution would be to come up with a new brand (in your case also brand persona) name that you can truly own. Sounds like a few steps back, but everything else is just patching up the problem, which will increase as your company grows and it would save you lots of headaches and money in the future while enabling your customers to find you...and yourself to own a unique brand.

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