Brand naming is critical and one of the longest lasting assets of your business. Whether people see it on your website, storefront, read it on your packaging or see it on their caller ID, your brand name makes a critical first impression.
So what makes a great brand name?
One that is distinctive, memorable, easy to pronounce and emotionally appealing and delivers on not only your brand strategy but also delivers on your brand promise.
If you think you have a unique brand name, have you ever tried a simple google search.
Choosing your perfect brand name, one that defines your core purpose and values while portraying the image you want to put forth may be the key to brand success. For instance, if your brand is a global brand you can consider naming it something that would match the global standards and isn’t offensive or out of place in one country. Your brand name should be determined by the audience that you are targeting. For instance, keeping the name of a regional newspaper in the regional language speaks that this brand stands for this particular regional language and is mainly for population speaking in this language. You brand name should never confuse the target audience.
The things that manage to impress our brains stay in our head while other things sweep off. Your brand name must not just be appealing but also interesting enough to remember. At the same time make sure that you don’t end up making It tough to hear, understand or speak. It must be catchy and easy at the same time.
Your brands name is an integral asset to the organisation because consumers emotionally attach themselves to the brands through their name followed by the experience. Without a doubt peak quality products/services make your consumer visit you again but a strong and connectible brand name gives you an edge over your competitors in the market making you choose them over every other brand you compete with.
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Where do I start with brand naming?
Start building your naming strategy to reflect your brand strategy.
Your business name will be one of the most identifiable elements for the entire life of your brand. Creating the right name can be one of the most challenging brand activities to embark upon. It’s an emotional decision and one that will say a lot about who your brand is.
But keep in mind that your name is just one aspect of your communication. A winning name starts with a clearly defined brand strategy, without this there is no framework for the name and also no way to judge if the name is “right”. Don’t pressure yourself to communicate everything in the name. There are so many aspects of a good name. Remember it’s what you do with your name that will make it great.
There are really Nine mean types of brand type. Depending on the type of brand these
Completely random words that will be appropriate like (Old Navy).
What is the best method for brand naming?
As we’ve said naming is an emotional exercise. Everyone involved will have their own opinion so having a robust naming evaluation system is key.
This is not a comparison exercise, all names can be strong and weak in various categories. But scoring names against a set of practical set of criteria can clearly highlight front-runners. Asking questions like:
1. Is your first impression of the name strong?
2. Does it sound/look good?
3. Is it easy to read/pronounce?
4. Use it in multiple sentences. Does it feel right?
5. Are quick associations positive? Does it have story appeal
6. Does it relate to the primary benefit(s) of the company/service?
7. Does it sound credible?
8. Does it have a verb or generic potential?
9. Is it memorable?
10. How nervous does it make you feel?
11. How well does it relate to your positioning or who you are?
The more distinctive, memorable and emotionally engaging the better. But remember, a name alone means nothing to the customer or consumer. It’s the experience—created and delivered consistently over time—that adds value and builds equity.