Brand Naming & Strategic Nomenclature

Nomenclature is a term that applies to a list of names and the system of principles, procedures and phrases related to naming a particular object or property or, in this case, a brand.

Brand naming is critical and one of your business’s longest-lasting assets. 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 delivers on your brand strategy and brand promise.

What makes a great brand name?

If you think you have a unique brand name, have you ever tried a simple Google search?

You choose your perfect brand name, one that defines your core purpose and values while portraying the image you want to put forth, which may be the key to brand success. For instance, if your brand is global, you can consider naming it something that matches international standards and isn’t offensive or out of place in any country.

The audience should determine the brand name that you are targeting. For instance, keeping the name of a regional newspaper in the regional language means that this brand stands for that language and is primarily for the population speaking it. Your brand name should never confuse the target audience.

The things that impress our brains stay in our heads while others sweep off. Your brand name must be appealing and memorable enough to stick in people’s minds. At the same time, make sure that you don’t make it challenging to hear, understand or speak. It must be catchy and easy at the same time.

Your brand’s name is an integral asset to the organisation because consumers emotionally attach themselves to the brand through their name, followed by experience. Without a doubt, peak quality products/services make your consumers revisit you. Still, a solid and recognisable brand name gives you an edge over your competitors, making you choose them over every other brand you compete with.

As we’ve said, naming is an emotional exercise. Everyone involved will have their opinion, so a robust naming evaluation system is key.

Take the emotion out of choosing your brand’s name

This is not a comparison exercise; all names can be strong and weak in various categories. But scoring names against a set of practical criteria can 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. The experience – created and delivered consistently over time – adds value and builds equity. Let’s talk about your new name. Schedule a call below or check out our Brand naming package for more details.