What is brand naming?

Naming is the process of creating a name for a brand, product, service, or company, forming the foundation for building its identity and recognition. A well-chosen name can be a critical element of market success, while a poorly thought-out choice can lead to issues, ranging from difficulty in recall, associations with undesirable elements, to legal problems related to copyright or trademark infringements.

Naming is not only a creative process but also a strategic marketing tool. The name must reflect the brand’s values, resonate with the target audience, and stand out from the competition. In the era of globalization, additional challenges include the need to consider cultural and linguistic differences as well as the availability of internet domains.

The aim of this article is to provide insight into the brand-naming process, its key aspects, and to highlight common mistakes and pitfalls to avoid. We will also showcase a few well-known brands that achieved success largely thanks to their name, which may serve as inspiration for those seeking the perfect name.

Key features of good naming

A good brand name should meet several key criteria. Ideally, it should be:

Unique

The most important feature of a good name is originality. In times of globalization and rapid growth of competition, standing out from other brands is crucial. The name should be unique enough for customers to easily remember and associate it with your brand rather than with competitors.

Memorable

The name should be simple and intuitive so consumers can quickly remember and pronounce it. Complicated, long names can be discouraging, while short, concise names tend to stick in memory more effectively.

Relevant

The name should be associated with the product or service you offer. It is essential that the name communicates, in some way, the mission, values, or unique attributes of the brand.

Universal

In the age of globalization, it’s important that the brand name is universal and doesn’t evoke negative associations in different languages and cultures. Sometimes what sounds positive in one language can have a completely different or even offensive meaning in another.

Timeless

A good name should be timeless. Although trends may change, the brand name should be universal enough to endure over the years, regardless of shifting consumer tastes or technologies.

Available

The name should be available for registration as an internet domain and as a trademark. It’s worthwhile to check the availability of domain names and any potential conflicts with other trademarks during the creation stage to avoid costly legal disputes.

5 Steps in the process of creating the perfect name

Creating a brand name is a complex task that requires not only creativity but also knowledge of the market, audience, and competition. Here are some key steps to consider when approaching naming independently.

Step 1: Understand the target audience

Before starting to create a name, it’s essential to thoroughly understand your target audience. What are their needs, values, and aspirations? Is the name intended to appeal to a younger or older demographic? Is it targeted at high-end customers or a broader audience? The chosen name should align with customer expectations but also help the brand stand out in their eyes.

Step 2: Identify brand values

Every brand should have clearly defined values it wants to communicate to its audience. Does the brand focus on innovation, quality, simplicity, luxury, or perhaps tradition? The brand name should reflect these values and contribute to building the desired image.

Step 3: Analyze the competition

Before making a decision, examine the names of competing brands in the same industry. What trends are prevalent? Are the names more formal, technical, or creative? It’s important to avoid overly similar names that could confuse customers.

Step 4: Creativity and brainstorming

Once the foundations are laid – understanding the target audience, brand values, and competitive analysis – it’s time for the creative process of generating ideas. Techniques like brainstorming, creating associations, or even experimenting with online name generators can be helpful. At this stage, it’s key to avoid limitations – the more ideas, the better the chance of finding the perfect one.

Step 5: Testing

Before making the final decision, it’s beneficial to test a few name options with potential audiences. This helps assess whether the name is clear, evokes the right emotions, and is easy to remember.

How to assess if the created name is good? Checklist

Evaluating whether a name is suitable is an important step in the naming process. Below are some key questions and indicators to consider to ensure the chosen name is indeed effective:

1. Is the name easy to pronounce and remember?

A name that is difficult to pronounce or remember can be a barrier for potential customers. Long and complicated names are often overlooked or poorly remembered. Customers should be able to easily type the name into a search engine or tell a friend what brand it is.

2. Does the name stand out from the competition?

The name should help the brand stand out among other companies in the same industry. Choosing a name too similar to those of competing brands may confuse consumers and lead to potential legal issues.

3. Is the name understandable to the target audience?

The name should match the expectations and preferences of the target audience. For a brand aimed at young people, the name could be more modern and creative. For luxury brands, elegance and simplicity might be more important. A name that is unclear or overly complex may deter potential customers.

4. Does the name lack negative connotations in other languages or cultures?

A name that sounds great in one language may evoke negative associations in another. It’s worth checking how the name functions in different cultural contexts, especially if the brand plans to expand internationally. A classic example is the failure of the “Chevy Nova” car brand in Spanish-speaking countries— “no va” means “does not go.”

5. Is the internet domain available?

In today’s world, every company needs an online presence. It’s advisable to check early on if the internet domain with the chosen name is available. The domain is often the first place where potential customers look for information about the brand.

6. Is the name already in use by another company?

It’s important to verify if another company in the same industry is already using the name. This can be checked through national and international trademark databases, such as WIPO (World Intellectual Property Organization) or local patent offices.

How do others do it? Examples of F=famous brands

Let’s take a look at a few global brands whose names have become synonymous with success, creativity, and effective naming:

Apple

Steve Jobs chose the name “Apple” to make the brand synonymous with simplicity and accessibility. The fruit is universally recognizable, and the name is easy to remember. By not directly referencing technology, the company managed to stand out from its competition.

Nike

Named after the Greek goddess of victory, Nike is a perfect example of how a name can underscore a brand’s values. The sportswear company is strongly associated with victory, success, and effort.

Google

“Google” is a neologism derived from “googol,” representing the number 1 followed by one hundred zeros. The name symbolizes the vast amount of information the company processes and indexes, perfectly aligning with the brand’s mission.

Coca-Cola

The name originates from two key ingredients of the original beverage formula: coca leaves and kola nuts. It is short, easy to pronounce, and distinctive, which has helped contribute to its global popularity.

Amazon

The e-commerce giant’s name refers to the world’s largest river, symbolizing the vast scale of the company’s operations. The name is simple, easy to remember, and has positive connotations.

Summary

Brand Naming is one of the most important tasks in the process of building its identity and market position. A well-thought-out name should be unique, understandable, easy to remember, and stand out from the competition. Legal aspects, domain availability, and testing the name with the target audience are also essential considerations. It’s important to avoid common mistakes, such as complex pronunciation, negative associations in other cultures, or a lack of alignment with the brand’s values.