The name of your MUN should be consistent with your overall MUN verbal identity as you cause a consistent reaction in your audience and deliver the consistent results. In other words, you see the logo, you read the name (or vice versa) and the brand emerges in your mind, in a similar way as it happens with Red Cross, Apple computers, Shell petrol station, Coca-Cola iced bottles.
We are still in the realm of analysis that Tony Allen and John Simmons describe in their paper ‘‘Visual and Verbal Identity’’ for the Economist book Brands and Branding. The basic elements, i.e. the essential components of verbal identity according to our authors are: the name; a naming system for the products, sub-products and groups; a strap line; the tone of voice principle; the use of stories.
How does this classification relate to your MUN? People love stories. And people love games as we emphasized earlier. Especially MUN people who make an extra effort, go for an extra mile in terms of their time, finances and ambitions to pursue one or more MUN activities per year. If your brand developed in a labyrinth of opportunities, the narrative threads that will lead your MUN audience and your organizing team are exactly those four aforementioned components.
Those fine, subtle threads will even bring your audience and organizers closer to your brand while they see the brand in its full potential and mighty glory; they will be physically closer to the brand, not wandering around (unless they want to) because the identity questions about the brand will be clearer.
What is it in a name of your MUN brand? is a similar question to: What is it in the logo of your MUN brand? And in this case Shakespeare did not get it quite right; the brands we have, flourishing like roses, would not smell the same even if they had the different name. Why? Because, your beautiful rose, your gorgeous brand, unlike in nature, grew with the brand names, was watered with stories, dug with subcategories. It did not grow independently from its verbal identity as it happens in a regular garden where the rose will amaze us no matter how we name it. In the garden of brands, the humans act on a more complex level and many details of both visual and verbal identity, which seem irrelevant to an inexperienced person in the first place, matter.
Since the very beginning of your MUN era, your brand, your little project, caused certain associations with other concepts and provoked certain reactions in other people. In the texts to come we will look at possible interpretations of your brand identity and what you can do about it. For the time being, what you can do is observe the life of your brand like a labyrinth which will be crystal clear to all the users of your brand with the threads of verbal identity, especially when it gets combined with visual identity. You can also glance at your MUN brand like at the most beautiful rose. This rose will grow with the affection of you and all MUN target groups, as well as with your attention to water it, dig deeper and disseminate the rose seeds in some other rounds.
Until our next encounter, enjoy the development of your brand, your rose in the gorgeous nature, within the opportunities labyrinth.
Image: Anonymous, Myth Encyclopedia
Cover Image: Anonymous, Davis Mega Maze