Google, Vos, Lays, and Apple are examples of not only successful but also excellent brands. In marketing, this process involves creating an accurate and influential name for a company or brand. In Brandon's next blog, we'll explore naming to uncover its principles and rules.
In 2023, the insurance company Simply Business surveyed 2,000 Britons to understand how a company's name affects its perception. It was found that 64% of respondents tend to choose a company with a witty or funny name. Of course, humor is not appropriate everywhere, but the point is simple: the brand name is a means of self-expression and attracting consumers' attention. A good name distinguishes a company from its competitors, informs people about its features, and sets expectations. A great name also sparks curiosity, encouraging people to learn more about the business. Naturally, the more competition there is, the more effort needs to be put into naming. If there’s only one bank in the city, it will find customers even without a memorable sign. For this reason, creative and provocative names are more popular in fields like catering and services, where customers have a wide range of choices.
Descriptive: This includes the name and surname of the creator (e.g., Yeremyan Productions), region (e.g., Arzni), product category (e.g., Pampers), or vivid product characteristics (e.g., Microsoft).
Figurative: This includes metaphorical names that work through emotions, associations, or onomatopoeia.
Brevity: The name should be easy to read, remember, and pronounce. To achieve this, attention should be paid to phonetics and the number of syllables.
Expressiveness: It’s beneficial if the name not only sounds appealing but also conveys the core idea of the business or its positioning. For example, two shoe manufacturers (Nike and Econica) use the name of the goddess of victory from Greek mythology.
Uniqueness: This allows you to legally distribute the product, protect the name from plagiarism, and secure a domain.
Logic: No matter how unique the name is, it shouldn’t contradict the essence of the business. For example, Apple is an exception, but if your product is not as unique, it’s better to choose something closer to the theme.
The ideal name should be short, unique, and meaningful. It should be easy for the audience to pronounce and remember. To create a name, you need to study the market, gather ideas, select the most successful ones, and check their availability.
If you want to learn more about marketing, follow our articles on Brandon's blog. If you need help with naming, our marketing and branding agency is ready to assist you!