Sarah McCartney

Each brand’s values are different. Here are some examples:

reliable, traditional, family-run, polite
international, technological, cutting-edge, powerful
challenging, innovative, urban, modern
cheap, cheerful, no-frills, friendly

NAMING 3: NAME YOUR COMPANY AFTER YOURSELF

This is an exception, not a rule – you don’t want to go out of business – but good brands are built on honesty. Give your customers a choice, and if you don’t have what they need, send them to where they can get it.