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Brandmark Strategy
In a clear, systematic manner, I will demonstrate how to build a brandmark through my sevensentials™ (seven essential elements) of successful visual branding. I will walk you through the complete design process illustrating every step of the way and building the design from scratch, first in monochrome and later adding colour.
My first name is Alexander, pronounced al-ek-ZAN-der and is from the Latin form of the Greek name Alexandros, meaning man's defender or warrior. It was made famous by Alexander III of Macedon, better known as Alexander the Great who single-handedly changed the nature of the ancient world in little more than a decade.
He was educated by the philosopher Aristotle, was a brilliant strategist and leader who always led by example. At age 25, he became King of Macedonia, leader of the Greeks, overlord of Asia Minor, pharaoh of Egypt and Great King of Persia. Through his conquests, he spread the Greek culture of arts across the then known world.
This gave rise to Hellenization, a term to denote the spread of Greek language, culture and population into the former Persian empire and the Middle East after Alexander's conquest. He founded a number of cities – most of them named after him – with the most well known at the mouth of the Nile River in Egypt.
Alexandria became the literary, scientific and commercial centre of the Greek world and remained Egypt's capital for nearly a thousand years. The city was also known for its lighthouse, Pharos, one of the Seven Wonders of the ancient world and its library, the largest in the ancient world.
Other Well-known Namesakes
Alexander Calder was an American sculptor and artist most famous for inventing the mobile.
In addition to mobile and stabile sculpture, he also created paintings, lithographs, toys, tapestry and jewelry.
This abstract artist whose illustrious career spanned much of the 20th century produced art on a monumental scale and is the most acclaimed and influential sculptor of our time.
Alexander Graham Bell – eminent scientist, inventor, engineer and innovator – is credited with inventing the first practical telephone. Bell's father, grandfather, and brother had all been associated with work on elocution and speech, and both his mother and wife were deaf, profoundly influencing Bell's life's work.
Creating the Name
The name should be a proper noun and ideally consist of no more than four unique letters. Provided it is short, simple, unique and can be pronounced as a word, you could use your name and build your brand around your personality.
People remember brandnames that are proper nouns; they generally forget the generic descriptive names. The name strategy is shown in the follow progression:
Alexander
As a brand name it is too long and common. However, Alexander has more than 70 variant forms with Alex, Xander and Zander the closest.
Alex
Correct length but too common
Xander
Not common but although shorter, but with six unique characters still too long
Xanda
Correct length with four unique characters, uncommon but maybe difficult to pronounce
Zander
Not common but although shorter, but with six unique characters still too long
Zanda
Correct length, uncommon and now easy to pronounce.
Summary
Zanda with its origin in the name Alexander (the Great) is a proper noun, short, memorable, unique and can be pronounced as a word. It has positive associations such as leadership, strategy, the classic Greek culture of the arts and language plus innovation and creativity.
All of these qualities are in line and support the brand values of a leading creative professional and top strategic brand expert. A name search on the World Wide Web shows it is available as the domain name zanda.co.za.
Name>Symbol>Typography>Slogan/Descriptor>Colour>Ideal Format
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