The art of naming

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.

6 Comments Add yours

  1. Soydanbay says:

    Debranding: why Coca-Cola’s decision to drop its name worked http://gu.com/p/3hzxg/tw via @guardian

  2. Soydanbay says:

    Here is a great naming story: ING Canada —> Tangerine

    http://www.underconsideration.com/brandnew/archives/new_logo_and_name_for_ing_direct_canada_by_concrete_and_lexicon.php#.UoN8kpGQflI

  3. ohiookhai says:

    naming a product/brand should come I believe from the end user. Mybest example is and1 the basketball footwear and apparel company. It got its name during an NBA game btw if d then Charlotte Hornet and another team. Larry Johnson was fouled as he made a basket.You know the rules so u know what next- a Freethrow. Thats notthe brand name. Thing is dude started shoutin and1, and1 ec meanin he wld get a freethrow. The phrase was all over the media and I guess tge owners were watchin as regular fans. The rest as usually said is (a successful) history 2. Their products meaning the kicks they design I dont know how they get their names but I know street ballers according to articles I read online frequented and1s Headquarters. At least they influnced the trash talk faceless player tees. BOTTOMLINE go to d community that uses your rivals product or the existing products and listen to the vibe. U no wo’am sayin? Great topics u always have

    1. ohiookhai says:

      Using (http://www.theguardian.com/media-network/media-network-blog/2013/aug/06/coke-debranding-name-dropping?CMP=twt_gu) timing (finding gaps) is everything. If Larry didnot shout and1, and1 which was on live telecast, even if it the name and1 is cool or street, it wont have made mainstream. Neithr was it planned. I have learnt over time not to fit every thing in at once in marketin or media planning etc. Let time do it part. Am sure if u interview d guys at coke u wld find out it took unplanned time to get this. Likely they were seeking something else then ran into this like those scientist of old that discovered while seeking this or that the other accident.

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