FINDING THE PERFECT COMPLIMENT
Including the word “red” was something I personally pushed for from the very beginning. There were a number of reasons, professional and personal. Red has always been my favorite color (and as anyone who knows me is aware, it is by far the greatest flavor of candy ever invented). From a business standpoint, I really liked the idea of selecting a color that isn’t the obvious choice. When you study color theory, you learn some basic truths about certain colors, and how consumers perceive them. For example, yellow elicits a feeling of caution from consumers. Green can symbolize money or the earth. Blue is a popular color among both males and females, and it elicits a feeling of trust. That’s why a lot of banks use blue colors in their branding.
So the obvious choice would have been to incorporate the word “blue” into our name. But this is where instinct and vision come into play in marketing. As Mark Cuban always says, when everyone else zigs, you need to zag. So I convinced the group to go with the color red in our name as a way to be unique and almost counter-intuitive.
Another reason I loved combining “protocol” and “red” was that it was symbolic of our agency’s pursuit of Inbound Marketing as BOTH an art AND a science. The word “protocol” represented the Left Brain aspect: data, analytics, KPI-based goals, strategy, structured processes and methodologies. The complimentary word “red” was representative of the Right Brain aspect of marketing: creativity, design, passion, vision. The team agreed that we could not ask for a better combination of terms to represent who we are as an agency.
THE URL DILEMMA
In this day and age, anytime you are choosing a name, URL availability is by far the driving force. Although Google search is an option, the ideal scenario for any company is to secure a website URL that is the exact same spelling as their company name. Web domain availability is the automatic filter for any list of names you come up with. It forces you to adjust and play around with what you have.
It’s not like we came up with “Protocol Red” at the very beginning. It was an organic process that involved a lot of trial and error. And domain availability is always by far the most frustrating aspect of the branding process.
After many group brainstorm sessions that even involved friends and family members, we came up with the combination “protocol” and “red”. At first we were using it as “Red Protocol”, but that quickly changed to “Protocol Red”. The group liked the name a lot. The word “protocol” was great because it had that abstract intrigue we were looking for. And it was relevant to our company and to the internal process and formula that really set us apart from other marketing agencies. This methodology that we espouse is the reason Inbound Marketing is the niche that we wanted to focus on.
When you combine the two words, our name “Protocol Red” defined who we were and how we wanted to help our clients: we are true outside-the-box game changers who want to find success by zigging when everyone else is zagging (thus, why we have our logo favicon design of a box with a vertical line that goes outside of the box). After confirming that the name was available legally, we knew we had our winner.
The name of a company is critical. It conveys who you are, what you are about, and what you stand for. It is the starting point for your brand. While I didn’t go into all the detail about our branding process in this blog post, I did give you enough of an overview to better understand how much thought should be put into this type of decision.
I hope you enjoyed this look at the process. Drop us a note at firstname.lastname@example.org and give us your feedback. Thanks for reading!
Founder, Protocol Red