What’s in a Brand Name?
The right brand name is timeless, is easy to say and remember, stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in text and in the brand mark. A well-chosen name is an essential brand asset, as well as a 24/7 workhorse. A name is transmitted day in and day out, in conversations, emails, voice mails, websites, on the product, on business cards, and in presentations. In short a great brand name can be one of your most valuable business assets.
On the flip side, the wrong brand name for a company, product, or service can hinder marketing efforts, through miscommunication or because people cannot pronounce it or remember it (think of Kraft’s disastrous iSnack 2.0 effort). It can subject a company to unnecessary legal risks or alienate a market segment. The process of finding the right name that is legally available represents a huge and often daunting challenge for most businesses. Brand naming requires a creative, disciplined, strategic approach.
In our experience the naming process is one of the most challenging exercises in branding because is becomes bogged down in personal and subjective assessment. Having shared clarity on the brand’s definition becomes an important reference point.
The three principles of effective brand naming are:
01. A name that actively communicates the brand proposition
02. A name that by it’s nature reflects the brand’s personality, and
03. A name that is differentiated from the competitive market.
Great brand naming is not the preserve of big business, it provides smaller businesses with the potential to stand out in their market from the very first impression a customer or client has of them. Over the years working as a brand naming agency we’ve created and come across many names that stand out from the pack. Here’s a list of twelve of my favorites:
Toorak Tarts (Cake & Pastry retailer located in the exclusive suburb of Toorak, established by two gay guys)
Third Pig Constructions (Builder of solid houses)
Done & Dusted (proposed name for a cleaning company)
Dog Day Afternoon (Dog walking business)
Grape Expectations (Specialty wine retailer)
Ex-Wife Bitter (boutique beer brand)
The Lost Sock (Laundromat)
Soap Opera (Laundromat)
Back to the Futon (Futon retailer)
The Vinyl Frontier (Vinyl record retailer)
Lord of the Fries (Burger & fries retail chain)
Wolf in the Kitchen (range of conserves by renowned local foodie Alla Wolf-Tasker)
If you’re considering a new name for your brand – why not give us a call. We’d love to help you nail it.