A branding question

Today, a branding question, a business question. If you are also interested in building your own business, this may be a useful question to ask yourself.

As part of my path to building a resilient future for me and my family, I have been scheming to build a business. This blog is my latest project in fact. Having my own businesses will let me spend more time with my family, and will let me be more adaptable to the changes I am anticipating in the years ahead-with society and with the economy.

Tonight I was doing research on what to name the site, how to brand what I am building. I know it has a name for wordpress and youtube. If I had to change it, I could. It is really early and if it helps me in any way I can afford the change now. I had planned on running an ad and see which received more hits. I read about this from Tim Ferris’ 4 hour Work Week. He used Google ads to test hits on 3 or so other names for the book. (I read the other options, he picked the right one). Tonight I was reviewing what useful keywords should I have for the book. It was a very short list.

Apparently not a lot of people search for resilient + dad. Pretty much there was not a lot of hits for resilient at all-at least not in the context I was expecting. Most of it was related to recovery and therapy. Further down the 1.9Million hits, there were also results for how to raise resilient kids. It also linked to Peak Prosperity’s page but the forum was not very active. Another indication perhaps that the keywords were not great for the context we both thought of. At least at some point there was a connection. It just seemed there was not a strong enough word association to it.

After some time I realized I was going around in circles. What I found was pretty much definitive. Resilient, as of today, is not very highly associated to self reliant, being adaptable and…resilient living. I just could not think of any better word-sorry for the circular reasoning bit.

The question I had then was this:

Being that I know that my goals and context are best defined as resilience and considering that the rest of the internet world does not think of it that way, do I stick to it? Or do I change my words so that they better associate to what the current society is looking at right now?

Do you change the core value that is part of the name, so that you can reach the market-and then maybe return them back to the core value you started with? Or do you assume that at some point, people will realize that your definition of the word, and the context you offer, actually is what they were looking for. And then find that market thru other actions and words instead of just the original keywords:resilient?

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