The goal of your brand name is to make it a part of your prospect’s vocabulary. You want your brand name to be known, respected, and trusted. When prospects hear your brand name, they should associate it with authenticity. This is a significant challenge, but it is essential since your brand name may be something you have to live with forever.
Creating a unique and powerful brand name is highly competitive. If you have ever conducted name searches, you’ve likely noticed that many good names are already taken. Furthermore, the competition for memorability in the customer’s mind is intense. The human mind can retain about 50,000 words, but there are over a million trademarks in the marketplace vying for attention.
Customers typically buy brands, not companies. While there are successful companies whose names add credibility to any new brand they launch—such as Coca-Cola, 3M, and IBM—even these companies initially built their credibility through their brand identities.
Types of Brand Names:
- Founder** (e.g., H.H. Gregg & Sons)
- Descriptive** (e.g., Brawny, Hefty)
- Fabrication** (e.g., Google)
- Metaphor** (e.g., Dove, Cougar, Jaguar, Thunderbird)
- Acronym** (e.g., IBM, GE)
- Double Entendre** (e.g., Staples)
- Composition** (e.g., Sunkist, FedEx, Drano, Windex)
A brand name should evoke appropriate and emotional images, establish a connection with the customer, and appeal to their personal tastes. It should sound pleasing when spoken and convey a message that is sharp, precise, and clear.
When Testing Brand Names, Consider:
- Comprehension: Do they understand your message?
- Recollection: Do they remember the name?
- Appeal: Does the name psychologically appeal to them and motivate further investigation?
© 1987-2021 HOW CREATIVE. All Rights Reserved