- Do you have an identity for your opportunity?
- If not, start to collect ideas, words and images which could be used. Aim to come up with a range of possible ideas, not just one. While a 'brain¬storming' session can be helpful in coming up with ideas, it is just one stage in the process.
- Spend time putting possible combinations of words and images together, associating ideas in new ways which could appeal to the target customer. If there is a project team, everyone should be involved in this activity. Aim to come up with several combinations which can be checked out to see which brand names and website URLs are taken and which combinations are available.
- Aim to find one which meets the guidelines provided earlier, as far as possible - and which you think will have the maximum customer appeal. Try this with some limited consumer research - ask people in the target group which of the available combinations 'speaks to them' with most positive impact.
- Once you have chosen the identity, protect it by registering the website domain name (and different combinations of these) and a trademark if you think this could be of potential value.