Creating a brand name is a creative and exciting activity where every word counts. It’s more than just a choice of words – naming affects how your brand will be perceived and remembered, and even its success in the future. How can you create a name that will definitely set you apart from your competitors? Let’s take a look at a few important points and rules that will help you come up with the perfect option specifically for your brand.
Basic rules of naming
- Simplicity and ease of memorization. In order for the name to stick in the memory, it should be short and simple. The simpler the phrase, the easier it is to remember. Look at Apple or Nike – their names immediately pop into your head thanks to such brevity.
- Uniqueness and correspondence to the essence of the brand. The name should stand out from the crowd and accurately reflect what your product stands for. The more authentic it is, the easier it is for the consumer to distinguish you from competitors and remember your company.
- Ease of pronunciation and spelling. If a name is difficult to pronounce or spell, it will be avoided. The easier it is for people to pronounce and write it down, the higher the chances that it will become a household name.
- Targeting the target audience. The name should be clear and attractive to those for whom your brand is designed. It helps to establish an emotional connection with customers and stand out from other market players.
What not to use in the name
- Combination of complex sounds and letters. If the name is difficult to pronounce, it automatically becomes less memorable. This is especially important if you plan to enter the international market. The simpler the sound, the easier the name will take root in different countries.
- Negative associations. Words with unpleasant or undesirable meanings can ruin the impression of a brand. It’s important to consider not only your native language but also the languages of the countries where you plan to sell the product. For example, one unfortunate detail in a name in another language can create an undesirable reaction. For example, the Clairol brand released a hair curling iron called Mist Stick, but in Germany, the word “Mist” means “pus,” which immediately created a negative response.
Famous brands like Apple, Google, or Nike have names that are easy to remember and pleasant to pronounce.
Methods of naming creation
- Neologisms. These are newly created words that are created specifically for brands. They are usually original and easy to remember, which helps to stand out from the crowd. But there is a nuance here – such words can be difficult to perceive, pronounce or spell.
- Merging words and abbreviations. When two words are combined or abbreviated, you can get something interesting and easy to remember. An example of this is the name Coca-Cola, which appeared due to the combination of two words.
- Play of words and metaphors. This is about creativity: wordplay or the use of metaphors can make a name catchy and memorable. Take, for example, the Red Bull brand, which uses a metaphor that connects the product with energy and strength.
- Foreign words. Borrowing from other languages adds exoticism to the name and helps to stand out. For example, the ice cream brand Häagen-Dazs has successfully used words with a Danish sound in its name.
Stages of name development
- Analysis and market research. At this stage, it is important to understand what the target audience needs, what their preferences are, and how your competitors operate. This will help you create a name that will stand out and attract attention.
- Brainstorming and search for ideas. The most interesting thing is the generation of ideas. In the process of brainstorming, many options are born, among which, perhaps, the hidden future name of your brand. The more suggestions there are, the higher the chance of finding the perfect name.
- Check for originality and registration. To avoid copying problems and possible lawsuits, it is important to make sure that the chosen name is unique and register it officially. This way you can protect your brand and maintain its exclusivity.
Conclusion
Choosing a good name is always a process that requires not only time but also imagination and attention to detail. If you stick to the basic principles and don’t fall for common mistakes, you can come up with a name that will really take your brand to the next level. But sometimes it’s better to trust the professionals: creative and advertising agencies know how to create a unique and memorable naming for your business.
