Having involved in many verbal identity projects, I must admit, naming is a deceptively difficult task. Most people (even some branding professionals) might think that naming a product or a company should be as easy as naming a pet or a child. Unfortunately, that is far from the truth. Why?
Finding a strategically good name might very well be the most important phase of brand building process. Always remember: the name of your brand is “the face” of your product or company. Think about your own name. Your name is the most personal and special word for you. Would you be the same person, had your name was different? (Spoiler alert: you wouldn’t be according to psychologists)
The same thing applies to your brand. The name is the only element of your brand that you use in every imaginable form of communication. Therefore, it is the only element of the marketing mix that you hope to never change.
You should choose your brand’s name very carefully. Keep in mind that a name conveys important information to your stakeholders. A well-chosen name you’re your company, product, or service can be a valuable asset. On the contrary, an ineffective brand name can hinder your marketing efforts. Consider a name that people can’t pronounce it or remember it. How bad is that?
Today’s actionable tip: Naming decision may well be the most important decision a marketing manager can make. If you want to name a brand; you need to hire a professional with considerable expertise in branding, consensus building, trademark law and PR. On our next blog, we will talk about the criteria of a good brand name.