What’s in a Brand Name?
Naming a brand or sub-brand might sound easy…you have a brilliant concept and POOF. The name just appears. While that unicorn might have appeared once or twice, it is an exception and not the norm, so don’t get frustrated if you have been trying to name a business, nonprofit, sub-division, event, product, etc. There are many elements and variables that factor into establishing a brand name. In terms of process and methodology, consider these steps.
Define the brand’s mission, vision, and values. What are you aspiring for and how will you get there? What principles will you use as a guidepost?
Gauge the competitive landscape. You want to do this BEFORE brainstorming names. There’s nothing worse than coming up with an AMAZING idea only to realize someone else has gotten there first.
Determine your value proposition. What do you offer that sets you apart from anyone in the aforementioned landscape?
For an existing brand, conduct audience research. What is the current brand sentiment? For a new brand, talk to prospective clients or customers. Incentivize them to give you their time. Amazon and Starbucks gift cards, and bottles of wine go a long way.
Hold a naming workshop. Discuss brand personality, key attributes, types of names (evocative, lexical, invented, etc.)
Write down every possibility you can think of. Even if you think it’s a terrible idea. It might not be, or might prompt a different idea.
Create a short list.
Research domain names. You can decide on a name and then realize there are no obvious domain names, and then what?
Consider entertaining the short list with key stakeholders.
Pick a name! Congrats. This is huge.
Secure the domain name ASAP.
Of course there are many things to do once you’ve picked your name, especially visual identity. One step at a time!
A few general naming tips:
Make it easy to remember! In a saturated marketplace with thousands of messages, recall is critical. Sony is a good example. Sonus is the Latin word for sound. Sony is short and easily defined.
Ensure flexibility. If you might expand the brand’s portfolio in any way (more products, services, etc.), you don’t want to be so hyper-specific that you have to change the name to align with your offerings.
It should be interesting, but not so out of left field that it can be misunderstood. We live in a storytelling world. Pique interest of your target audience so they want to learn more. Check out Lemonade, an insurance company. They made a formal topic approachable, their tone is very friendly, and a shade that you’d never expect is in their color palette!
Whether you are launching a business in 2023, establishing a nonprofit that is near and dear to your heart, expanding your offerings…streamline the naming process so it’s fun and exciting, rather than daunting and stressful.
