Branding – It’s All In The Name

lego vs Kiddiecraft




Alex Petty

What are you doing about your brand?  When you set up your business, did you consider the branding?  Or we’re you like most businesses at start up and just chose a name you liked?

Are you diluting your brand by extending what you do too far?

According to Al and Laura Reis, branding is often the basis for whether a business is successful or only mediocre at best.

Think of Kiddie Craft VS Lego.  Which one comes to mind when thinking back to your childhood and those little coloured bricks that you made houses from?

Well, it may surprise you to learn that the owner of Kiddie craft invented the little bricks that are so painful when stood on in bare feet.

He did patent the idea, yet with a few changes, a Danish company took up the idea and made it into the multinational business bit is today

The Lego Group began in the workshop of Ole Kirk Christiansen (born 7 April 1891), a carpenter from Billund, Denmark, who began making wooden toys in 1932.  In 1934, his company came to be called “Lego”, from the Danish phrase leg godt, which means “play well.  In 1949 Lego was introduced.

Apart from who was first, Lego is such a brilliant name and captured the hearts and minds of children of all ages.

So, if you are looking to start a new business or bring on a new product, think how it will be perceived in the market place.

Can you think of any other branding examples, both good and bad.  Please comment with your thoughts.

If you’d like to learn more about branding, I recommend you buy ‘The 22 Immutable Laws of Branding’ by Al and Laura Reis.

About Alex Petty

Blogger, runner, mentor
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