Your brand’s name will last longer than any other asset in 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.
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Where do I start with choosing a Brand Name?
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
Irreverent, Arbitrary, Oxymoron. Names that challenge the ordinary like (Yahoo / Monster / Guess?).
Founder, Location, Cultural Bias. Names that pay tribute to the birth of the brand like(Ford / Hilton / Ikea).
Completely made up words like (Kodak / Viagra).
Deliberately clear descriptions or attribute like (Volkswagon / Caterpillar / Holiday Inn).
Names that blend a mix of modern words like (Panasonic, FujiXerox).
Names that are a combination or connection of two or more words like (FedEx / Microsoft / Bisquick).
Names that started as a group of letters to become the common name like (BMW / IBM / BBC / UPS)
Names that borrow from stories, cultural icons, or other emotive forces like (Apple / Mustang / Virgin).
Completely random words that will be appropriate like (Old Navy).
What is the best way to name a Brand?
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.