Brand names are a verbally communicated thing (word of mouth is still the most important brand builder). So how a brand sounds and the imagery it creates, along with the emotional response it triggers in the listener, becomes arguably more your brand than your logo.
People have a tendency to shorten long names which is why we have nicknames for things. Take for example the one syllable in coke, verses the four syllables in coca cola. It is important to keep this in mind when coming up with a name and think ‘short’, but avoid jumping to abbreviations for two reasons, first up this can actually lengthen the verbal brand (how many syllables does it take to say the letter W?) and second, people new to a brand that is abbreviated will not immediately know what the abbreviation is for and miss the meaning.
The ideal brand name is a simple one syllable word (or two, just so long as it isn’t easily shortened to one) that creates an instant, concrete picture in the mind (not necessarily product or service related – think Apple), or a strong feeling in heart of the market that is intended for.
The word you choose must sound good, be easy to spell (with no confusing letter swaps) and there should be no confusion when it is heard or read. This will save you lots of grief later.
If you are marketing to other countries it is very important to check that the word does not mean something offensive, or embarrassing in their languages, for example Pajero meaning wanker in Spanish slang.
Of course once you have your shortlist of names it is time to check its availability before locking it in, but that is another blog post entirely!
We recommend this methodology so you take control of your brand from the outset and do not leave it up to the market to create a nickname for you. This way you have a solid foundation to build your marketing strategy from at the very beginning.
If you have any questions about creating your brand name feel free to comment below.
Written by Luke Faccini br>
I am a co-founder and Director of Creativity @ The Sponge Pty Limited, a Sydney based Design and Marketing company that's 'Saturated with Ideas'. I relish every opportunity to help you with your design and marketing challenges. br>
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