What's in a name? How broadband upstarts are branding themselves

Aside from the incumbent operators, there are plenty of smaller broadband players striving to make a name for themselves. But how can broadband providers use branding to stand out from the rest of the crowd? Three providers have shared their reasons behind their branding decisions:

• Bluepeak: A fiber operator that’s ramping up rollouts in the central US., Bluepeak rebranded from Vast Broadband to its current name. The name Bluepeak “has both literal and figurative meaning to us.” Specifically, it represents “the big skies, open land and majestic mountains that define the areas we serve.”
• Firefly Fiber Broadband: A wholly owned subsidiary of Central Virginia Electric Cooperative (CVEC), Firefly Fiber Broadband this spring hit 20,000 broadband subscribers across rural central Virginia, with plans to make service available to another 50,000 underserved locations in the state. The rep explained a few parallels between fireflies and the service the provider offers. Fireflies are a mainstay in rural Virginia, Firefly’s home footprint. Also, fireflies are not expensive to acquire and Firefly “waives its connections fees during initial buildout, making it available to anyone.”
• IQ Fiber:  IQ Fiber is a Florida-based startup that recently scored $150 million to fuel its expansion in the Jacksonville area. According to Kim Smithers, IQ Fiber’s chief marketing officer, the operator’s brand name “was born out of our desire to create a residential fiber-to-the-home company that offered residents a better, smarter choice.”