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The Best Way to Come Up With a Brand Name

When starting a business, one of the first things you need to find is a name for your brand. It can be tough to come up with something original and memorable, but some techniques can help.

This article will discuss some of the best ways to find a solid name for your brand. So, if you’re struggling with this step of your branding strategy, read on!

What is a brand name?

A brand name is a unique and memorable name used to identify a line or a family of products or services offered by a company. The goal is to make the name distinguishable from other brands in the marketplace, which in turn will build brand equity.

For example, Canon is the brand name used on all the products offered by Canon Inc. – a Japanese corporation selling photography equipment and other technological products. In this case, the company name and the brand name are the same.

Other companies chose a different strategy by assigning some brand names that are different from the company’s name. This is the case of Procter & Gamble, an American consumer-goods company that owns many brands such as Oral-B, Pampers, and Ariel.

Why is brand naming important?

Here are four main reasons why a brand name matters:

  • Brand recognition: First and foremost, a brand name is one of the first things customers will notice about your business. It’s often the first impression they’ll have of your company, so it’s essential to make it a good one! A name is a valuable part of your brand identity and can help customers identify and recall your brand within the marketplace.
  • Brand differentiation: a good name can make your brand stand out in a crowded marketplace. Take an example from the technological industry: in a pool of terms such as Dell, Lenovo, Sony, or Samsung – a name like Apple suddenly stands out from the crowd. Apple is a simple and easy-to-remember word that differs from the other brand names in the industry.
  • Brand names can convey certain emotions: brand names are words, and when people hear them, they can feel certain emotions or preconceived conceptions about them. That’s why it’s so important to do proper research to ensure that the name will convey the appropriate emotions and positive brand associations. A relevant example of this is Calm – an American software company that offers guided meditations and sleep stories, among other products. The brand’s name – Calm – directly conveys the benefits of its products, which are to reduce stress, practice meditation, and feel more relaxed. It is also a word that is easy to pronounce in many languages.
  • Brand names are a long-term asset that can build brand equity: of all the elements that form a brand, the name is likely to last the longest and has to remain relevant over time. In fact, a company can decide to create new communication campaigns, modify a logo, or refresh a packaging design, but will most likely keep the same name over the years. Therefore, a strong name can help you build brand equity. This is the value that customers associate with your brand beyond the product or service you offer.

Ten factors that make a good brand name

So, how can you make your brand name as good as possible? There are many types of names, but the strong and effective ones have a few traits in common. Here are the key characteristics of a good name for your brand:

1. It’s memorable

The best brand names are the ones that customers can remember easily. This is especially important if you’re in a competitive market where customers have many options to choose from. A name that’s easy to remember will help you stand out from the crowd. Then, when customers are ready to make a purchase, memorable brands are more likely to come to mind.

2. It’s meaningful

The name should also be meaningful to your target audience. It should represent what your brand stands for and convey the benefits of your product or service.

3. It’s short, sweet, and to the point.

Short and direct terms are easier for customers to remember (see point #1) and less likely to get lost in the shuffle. Additionally, a more succinct brand name is often more versatile – it can be used more efficiently in various marketing channels and across different devices.

4. It’s easy to spell and pronounce

This point may seem like a no-brainer, but it’s important to make sure your brand name is easy for customers to spell and pronounce. If it’s not, you run the risk of customers getting frustrated or forgetting your brand entirely.

5. It’s unique

In today’s crowded marketplace, it’s crucial to have a name that stands out from the rest. Also, if your name is too similar to an established company, it may give the impression that you are copying them and that your brand is inferior.

6. It’s positive

Be careful not to use words that have a negative meaning. In rare cases, a name might have a profoundly negative connotation in another language; this should also be considered.

7. It’s protectable

Choose a trademark-able name and see whether the related web domain is accessible and if it can be trademarked. A trademark will enable you to safeguard it legally, both online and offline.

8. It’s likeable

You and other relevant individuals must enjoy and identify with the brand! This is what will bring you all together in this fantastic brand trip.

9. It has staying power

The best names are the ones that will stand the test of time. Avoid trends or fads when choosing a name for your brand – instead, opt for something that will be relevant for years to come.

10. It’s available

Before settling on a brand name, remember to do a thorough search to make sure it’s available. You don’t want to choose a term only to find out later that someone else is already using it.

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