Understanding the inherent power of words and sounds is the basic core differentiator of how to name your brand. If you’ve ever attempted to name your firm, you know that the process can be grueling.
I know you want to pick just the perfect name and often times you’re not exactly sure if this name is already taken.
Picking the perfect name for your business doesn’t have to be a struggle in your life. You can always change it down the road if you need to as you discover more about what your business is about. All businesses are always constantly changing.
In this post you will find an introduction to a brand naming process and some tips to guide you in finding an original idea without screwing yourself in the future.
5 Types of Brand Names
1. Founders name/Use Your Own Name
Whether for reasons of heritage or hubris, there will always be brands named for the people who started them. This tradition stretches back to the earliest brands as well.
An owner’s name can serve as the basis for a business, especially for small business sole proprietors, building a new brand on the name of an owner is an easy and effective approach.
But there are times when you haven’t been blessed with an easy name to spell or pronounce. But you have some other options here. If you can shorten your first or last name, then do that.
2. Descriptive Name
These are brand names that describe a business’s service or brand promise. Because of this, they tend to be unremarkable.
But sometimes descriptive names seriously limit your ability to expand or be anything else. For example, if you name brand is John Interiors and wanted to start civil engineering services, you’d have to fight an uphill marketing battle.
Powerful. They are empty vessels designed to represent a brand.
Invented brand names made-up words like Xerox, Kodak or Twitter are all great examples of invented names.
The challenge with invented brand names is that they have no inherent definition other than one assigned them. They require businesses to put in a lot of effort building a brand, so that establish meaning in the eyes of customers and associate it with positive qualities.
We can’t deny, many of the world’s most recognized brands are acronyms: IBM, HP, DHL, to name a few.
An acronym it’s easy to remember, quick to say, and easier to trademark. Unless you’re willing to invest a lot of time and money into brand recognition, avoid this route.
5. Experimental Brand Names
Build upon what experience the brand delivers, it’s one of the most powerful type of names. They are singular and creative, and make for powerful differentiators. They usually represent an opportunity to forge a profoundly meaningful brand that is bigger than just the services it offers. Like Amazon, Oracle, Nike and Virgin found their originality, evocative names are much easier to trademark than descriptive ones.
Map The Competition
If you want to attract more customers with your name, you have to distinguish your brand business from others like yours. This step is important before you start brainstorming or putting pen to paper.
As you collect the names divide them into five categories:
• Own Name
Now it’s time to write down a list look for trends:
• Describe their personality
• What are common words or phrases?
• Which brands stand out most and why?
• What purpose-driven business or initiatives do you admire and why?
While the naming types are limited, the possible brand name is endless. By mapping the competitive landscape provides benefits in your naming process. First, it lets you see what you can avoid with your brand name. Second, you can distinguish your firm from your competitors and attract clients who will be happy to remember you.
Testing Your Brand Name
Now take a list of five to seven potential company names. Make sure it’s:
• Distinctive. It stands out amongst the competition.
• Sound. Sounds good say the name out loud and over the phone.
• Stickiness. It’s a name easy to remember and has a URL that works with it.
• Expression. It conveys your desired brand personality and isn’t confusing.
• Appearance. It does look in stationary…as good as it sounds.
Brand Naming Takes Patience
As mentioned above, take a brand name requires a lot of patience and process. It’s important, before you settle on a name, do all your due diligence. You may want to hire a trademark attorney can help you conduct the proper searches to determine that your business name is unique because googling a potential name isn’t enough.
By investing the time to get it right can make all the difference in the world. A brilliant brand name can set the foundation for your business to be a leader in its category.
About Alexia Henríquez
An architect and writer. I’m proud to be pretty optimistic dedicated with nothing more than passion and a laptop to helping you become the interior design business you most want to be.
I’m also passionate about a multitude of seemingly unconnected things: literature, psychology, creativity, and entrepreneurship, just to name a few.
I hope you enjoy our blog as much as I enjoy writing them to you. If you have any questions or comments, please don’t hesitate to comment below or contact me.
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