The importance of branding

[John Macfarlane]

Just how important is branding when associated with a target market? Back in 2005 we created Mimtech, a venture specialising in WCM (web content management) with a predominant focus on the public sector. While Mimtech, which was pronounced boring by my partner and relatively fairly so, is not particularly creative, it was chosen specifically to appeal to the public sector. Local government are not that impressed by labels and a particularly creative brand would, in all honesty, probably have been detrimental to our business. We are now targetting the private sector with a new WCM offering and are considering changing the brand to something that says more about the creativity we employ in our technical solutions. I have my opinion but I'd be interested in hearing what others think?

[Tom Duncan]

Personally, I like Mimtech but it does conjure images of 'Office Space'. What kind of names do your competitors have? One of those funky tumblr / semblr style things seems pretty popular at the moment or you could maybe look at squarespace for inspiration? This isn't my field but their whole content management system and video tutorials seem pretty on the pulse...