Business and brands are often mistaken for one when they are definitely not interchangeable. We have talked about this before but as a quick intro, we must note it again. The main subject in this article it will be the appropriate brand name for your business.
Having a company is offering goods or services. Having a brand means giving those goods and services a soul. It helps customers have a perception of your business and the things you believe in.
This is why we must understand the need of branding while starting to develop our company. It is all about the main essence, branding storytelling, purpose, awakened emotions in your audience. There are so many branding elements in one strategy and the name you choose is a significant and special one.
When we are meeting someone for the first time, we notice his appearance, feel the “vibe” he gives us and understand his name. We may not remember it right away (all of us have that awful habit, not to hear the name when someone is introducing himself) but if it is unique and easy to pronounce, there is a wider chance of remembering it. It will make an impression.
This is the logic you have to be led by when thinking of a name of your business. It has to be interesting, not too complicated to remember and reflect the soul of what you actually do.
What is brand naming? Definition.
Well, there is no need for a special brand naming definition. It literally is this – the process of thinking of a name of your brand. It portrays your vision and it should have suitable alignment with your branding strategy.
The name might be just one word or a couple – the important thing is to give the right impression. It’s not a deal breaker, because the main star in branding is the purpose of the company and the values.
The name on the other hand is a persuasive element you can use and provide a memorable experience for clients. It is a result from a great branding strategy, which shouldn’t be neglected.
The brand name is from the first things on the list with the component of brand identity.
The branding elements are the brand name, logo design (the visual trademark that identifies the brand), slogan (a catchphrase related to the vision, mission and values of the brand), color palette (all the colors, you portray your company with; they provoke different emotions in people and depend on what you want to imprint; they are used for the logo, website and all kinds of things in marketing).
Also the shape (make your products distinguishable), typography (same importance as the color palette), graphics (they supplement the main logo and can be used on their own), sound, taste and smell.
A simple brand name for business can be so powerful. Let’s take Google for example. The name and the platform became so popular and used, at the end “google” actually transformed into a valid verb appended in dictionaries with the meaning “search”.
Moreover, we really use it – “I will google that recipe”, “let me google the working hours of the restaurant”, “I googled it yesterday but I forgot the translation”. You do it too, don’t you?
There are a few types of brand names between which you can choose.
The five most common ones are:
- Descriptive brand names – As you can suggest, those names literally describe what the company does. They are not so exciting, but customers can quickly understand the thing you do or sell which is a plus.
- Arbitrary brand names – Here comes imagination. Arbitrary brand names use words unrelated to your business to create a story. Most of the time they are symbolic and you always face the risk of not being understood right and make your customers confused. They are easier to trademark, but think wise before choosing that brand name type! Tell a story and create a tale behind it. Talk about a feeling or emotion you want to provoke. Don’t just put it randomly.
- Founder’s name – We have seen that type implemented so many times. It is used when the business relies on heritage or a special legacy story that continues. Nevertheless, if you just want to put your name in the branding strategy, because the company is yours, have in mind that it might take some time before really having a value for people.
- Acronyms – It is obvious that this is an abbreviation of different words. The benefit is acronyms are easy to remember because they are short, but before a customer actually knows your business, he will not be able to understand what your company is about. A big part of the companies uses this brand naming type for a logo design too. This way is even more memorable. Acronyms can be quick to pronounce and remember, but the minus is they don’t have a soul. They are an empty group of letters.
- Fabricated/Invented Brand Names – Easy to trademark and fun to think of. Those are the fabricated brand names. They are just a fictional made-up word, no one has ever heard of and in real life, it means nothing, but the name of your business. They are created specifically to represent your business. You can think of anything and that is great because the word doesn’t carry any emotions and baggage on its own. As long as your branding storytelling game is good. Otherwise, customers might have difficulties remembering your name with the lack of special meaning.
Why is choosing the brand name for a company so important?
You must understand that choosing a brand name is a strategy. It is not just something done in the blink of an eye. You have to connect it to the context of your business, while differencing yourself from the competition.
A good brand name should be remembered fast, be easy to pronounce, stick to your mind, be emotionally appealing and carry that vibe your whole company has. Not such an easy job, right?
Brand naming could build better brand awareness (along with the other components of brand identity), create brand loyalty among customers and make your business preferred on the market. However, it is not just about choosing some word – the word on its own doesn’t have a meaning until you create one – with communications, experiences, value.
To create a good brand name requires a few things to think about.
First of all – you need to follow a branding strategy. A good name comes from clear ideas and brand purposes. Defining your core identity is significant for the process.
You need to consider what promises you want to make to your audience, why your business exists at all, what you do and how you do it. And after that implement that image of your mission, vision and values in your brand name.
Don’t forget to provoke emotional connection, too. Emotions are what keeps us close to everything in life. When we feel love, loyalty and trust towards a brand, how can we not become a constant customer?
Branding elements like the perfect name is what makes it happen. This is your goal, to reach those feelings in people, evoke positive associations and make customers resonate. You can choose to be fun or functional, luxury or friendly, innovative or old-fashioned.
It’s up to you what emotions you want to provoke. People have the habit of remembering feelings more than names and if your name sounds nice, there is a bigger possibility of encoding it in their long-term memory. And all thanks to a good branding strategy!
If you are not sure how to implement more emotion, we suggest you definitely find a branding specialist to help you. It’s necessary really. Connecting to your brand storytelling or creating a completely different feeling in the name could be easier if you try to involve writing techniques. Nevertheless, an expert knows this.
Alliteration, assonance, rhyme, metaphor, imagery – don’t leave them only for poetry. Most of the company naming services of the big brands famous worldwide used exactly those contrivances. It makes the names sound astonishing and memorable. Like a poem.
A huge section you should put a lot of effort into is to distinguish yourself among the rest thriving in your industry. Make a big research – is there someone with a similar name, what do they do, etc. And it’s not only about companies in general, but about URLs too.
Every business must be online and the brand identity development should be implemented there. If your company name were The Frying Pan Restaurant, you wouldn’t want to have a domain name like fryingrestaurantpan because it’s like a nonsense of words glued to each other.
With invented words is easier, but online there are still difficulties finding domain names for unique word pairings. Simple branding is quite not that simple at all.
Another thing – don’t forget to pay attention to linguistics and universal meanings. You need your brand name to be easy to say, because it might suffer from mispronunciation or misinterpretation in different parts of the world and that is not how a branding strategy works.
If you consider your business as one that can be expanded into new countries, the best thing you could do is to be ensured it won’t offend anyone and it would be understood right.
Don’t forget the research.
A little bit of research about the elements of branding or a quick check with a native speaker can save you from some embarrassing and expensive choices.
After revising this, you can do a checkup among customers. Is this name taken positively or negatively; does it provoke an association with something else; is it an adequate reflection of your brand identity and design, etc.
The opinion of the targeted audience is more important even than yours. Don’t let personal preferences take the lead.
The last goal you are aiming with that brand name is to create experience. Most of the names aren’t descriptive and if you don’t inspire them with soul and a story, they are empty shells.
You have to provide context through a logo, visual elements and a wide set of experiences supporting the branding strategy to build a meaning.
Expert’s opinion for company naming.
The more distinct, memorable, easy to pronounce and emotionally charged the better the brand name is. As we have said numerous times – a name alone means nothing either to your customers or to your team. The experience is what engages over time – it adds value, builds loyalty and creates long-term connections.
We told you that your brand name is not a deal breaker, but still is a good place to start and reach the hearts of your customers. Pair it with amazing branding storytelling and the other components of brand personality and you have everything needed for success.
Brand naming along with logo design gives you an opportunity to make an impression before customers have had a chance to experience your branding on social media and through content marketing.
And professionals know best about brand naming!
How to choose it, what test you need to take before making it official, how to touch the audience more deeply, etc. They know tactics, trends to both follow and avoid, how your competition is doing.
Creating a good branding strategy with a team of experts can lift you up among your competitors without realizing it. Do you really want to risk it by doing everything yourself? We didn’t think so.
Creating a brand name is the foundation of your brand identity. It helps clients to decide exactly what they should think and feel if they come across your company by accident or hear it from someone. This is why neglecting it might kill all the other things you have conquered.
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