HOW TO CREATE A NAME FOR YOUR BRAND
Choosing the right brand name is crucial as it lays the foundation for how your company is perceived in the market. A well-crafted name can significantly lower marketing costs and enhance brand recognition, making it easier for customers to remember and engage with your business. The most effective names are not just catchy but also strategically aligned with the brand’s mission and values. This alignment helps in creating a strong emotional connection with your audience, essential for long-term success.
This article takes you through the essential elements of crafting a powerful brand name.
Within it, we explore insights from industry experts and studies, showing you how a well-chosen name can set your brand apart, ensuring it’s memorable, legally secure, and resonates with your audience; after all, naming a brand goes far beyond creativity, requiring a precise blend of linguistic and market insights. A strong name must be easy to pronounce, legally protectable, and resonate globally if you aim for broad reach. This balance ensures your brand name becomes a lasting part of your business identity. For startups, investing in a well-crafted name can be transformative, helping your brand become a trusted choice for consumers.
People don’t respond well to change, and countless brands have suffered the consequences over the years. In 1998, Kelloggs rebranded Coco Pops in the UK. It made sense, from a corporate perspective - in other countries, the chocolate breakfast cereal was named ‘Choco Krispies. However, the British public didn’t agree. When Kelloggs put it to a public vote, 92% didn’t like the change, and after only a few months, the old name was reinstated.
Mars has a habit of changing too. Although they tend to stick to their guns. In 1990, Marathon transformed into Snickers, aligning with the brand globally just in time for the Euro ‘96 and World Cup, reducing costs and ensuring nobody would be scratching their heads over the chocolate bar’s sponsorship of the games. Eight years later, Mars took on the weight of public opinion again. Opal Fruits had been introduced to the UK in 1960, and in 1998, Mars spent £10m rebranding them to align with the US name - Starburst––arguing that having a single brand made things easier and cheaper in the long run; introducing different marketing materials and packaging for different locations can get pricey, with globalism rising in the 90s and international borders blurred, the confectionary giant wanted consumers to be able to pick out familiar products on the shelf while travelling abroad.
What makes a memorable brand name?
There are several things to consider. It doesn’t need to state what you do explicitly, but it should represent your brand and acknowledge the desires and tastes of the demographic you’re trying to reach. It must align with your brand’s personality and tone of voice and be easy to remember. Make sure the name you settle on is easy to say, read and spell, and make sure it is:
Resonant & Poignant
It should elicit a positive emotional response and invite people to learn more about your product or service.
Memorable & Catchy
It should roll off the tongue and can include; a play-on-words to aid its appeal is a good idea.
Recognisable & Pronounceable
A good brand name should stand out through musicality or a metaphor
Easy & Clear
Don’t over complicate it; make sure people can write and say your brand name. Simplicity is key.
OUR APPROACH
Over the years we've developed a process that makes brand naming less subjective. If you need some help getting to grips with the naming of your brand, think about the below:
Distinctiveness = how original the name is and how strong it stands out compared to competitors’ names.
Sound = how pronounceable the name is, if it has alliterations, rhyme, rhythm, repetitions that make it sound better. Linguistic flexibility and “verbability” (ability to be turned into an action term like google, tweet). Any possible unwelcome associations.
Positioning = to what extent the name is relevant for the industry/ business category/ and if it’s consistent with the company personality & goals.
Energy = the power to grab attention, to generate interest and curiosity.
Humanity = capacity to trigger emotion and carry a story one can relate to, how able to evoke the name is, to go beyond literal meaning.
Memorability = how easily it is remembered and reproduced, if it includes familiar associations for the target audience.
Ownable = to what extent it has been used as a brand/ company/ product/ project name. Trademark and Internet domain availability.
All the elements are important and all need to be "ticked", that's why naming can be more complex and time consuming than it seems.
To start, determine your brand values
Write down 10-15 key words or phrases that capture your business and brand’s essence, focusing on values that will remain constant as your business grows. Take a break to clear your mind, then return to refine your list, removing any that no longer resonate. Your final key words might include:
Elegant
Fun
Playful
But they will of course be bespoke to your business. These key words should be used as a guiding star throughout all your branding.
How to craft your brand name
Follow these steps to come up with a brand name that’s sure to turn heads and invite consumers to learn more:
Determine your brand’s values
Get to know your target market
Brainstorm potential brand names
Make sure your name is available online via the government’s IPO office
Test it!
Once established, a strong name keeps your brand top-of-mind, guiding customer loyalty and repeat business. Participating within the exercises above will help you gain practical strategies to create a name that not only reflects your brand’s essence but also positions your business for long-term success within your market. If you need any more support through a 1-2-1 consultation around your name, book a call with Alexandra here. She’ll be happy to help.
Further reading
The Economist: The Secret to a Perfect Brand Name
How to build your brand with strategy.
Developing Effective Brand Names: Lessons From A Naming Guru
An interview with a copywriter who’s worked in major international advertising agencies on hundreds of famous consumer brands.
