The problem of a tactically chosen brand name using the example of the SEO industry
Posted: Wed Jan 29, 2025 10:50 am
As a new founder, you often find yourself in a start-up mentality and think very operationally and only from year to year. You often don't see the big picture and what it might look like in 5 - 10 years. Focusing too much on the current field of activity when deciding on a brand name does not do justice to long-term planning.
I fell into this trap myself in 2009 when I founded SEM Germany . Today I am happy that I can use Aufgesang as a neutral, topic-independent brand name. This means that we will be able to operate under the same brand name in 10 years' time for perhaps a completely different portfolio of products.
The SEO industry is a perfect example of why you should be strategic and not tactical when starting a business. I would like to mention that some of the agencies and conferences listed as examples include respected colleagues and that mentioning them has nothing to do with the quality of their offerings.
If you look at a large number of current SEO agencies and gambling data romania events, they include the term SEO in their brand name. This may be due to keyword backgrounds or a great passion for the topic itself. But the industry is undergoing a transformation and who knows whether the search engine optimization service portfolio alone will still be able to support these companies financially in 5 years. There is also a very good interview with Joachim Graf on the Linkbird blog and various articles here on the blog:
The current situation is that the range of topics is being expanded and the SEO label is simply being stuck on PR, usability optimization and marketing topics. The only logical explanation is that these companies are limiting themselves through their brand name. Giving up a brand name that you have invested many years of hard work in is difficult and so it currently seems to be easier to change the interpretation of topics according to your own needs. But I have already written enough about this in various comments and posts.
Service providers and conferences with a neutral or at least broader focus find it easier to reorient themselves thematically and acquire new customers from other contexts.
This also applies to all companies, including tool providers, who classify themselves into certain thematic areas based on their names, such as Linkbird , Ranking Check , Searchmetrics …
I fell into this trap myself in 2009 when I founded SEM Germany . Today I am happy that I can use Aufgesang as a neutral, topic-independent brand name. This means that we will be able to operate under the same brand name in 10 years' time for perhaps a completely different portfolio of products.
The SEO industry is a perfect example of why you should be strategic and not tactical when starting a business. I would like to mention that some of the agencies and conferences listed as examples include respected colleagues and that mentioning them has nothing to do with the quality of their offerings.
If you look at a large number of current SEO agencies and gambling data romania events, they include the term SEO in their brand name. This may be due to keyword backgrounds or a great passion for the topic itself. But the industry is undergoing a transformation and who knows whether the search engine optimization service portfolio alone will still be able to support these companies financially in 5 years. There is also a very good interview with Joachim Graf on the Linkbird blog and various articles here on the blog:
The current situation is that the range of topics is being expanded and the SEO label is simply being stuck on PR, usability optimization and marketing topics. The only logical explanation is that these companies are limiting themselves through their brand name. Giving up a brand name that you have invested many years of hard work in is difficult and so it currently seems to be easier to change the interpretation of topics according to your own needs. But I have already written enough about this in various comments and posts.
Service providers and conferences with a neutral or at least broader focus find it easier to reorient themselves thematically and acquire new customers from other contexts.
This also applies to all companies, including tool providers, who classify themselves into certain thematic areas based on their names, such as Linkbird , Ranking Check , Searchmetrics …