A brand name should: connect, signify, and represent a product, service or person. The business name plays an important role in marketplace positioning and customer retention and has a huge impact on a customer’s perception of a brand. Whether it’s a re-brand or a new business.

There are four fundamental stages that a brand naming process should follow in order to survive digital revolutions and changing consumer behaviours. A key goal should be to configure a robust name that has longevity.

Mapping Introduction

The key to the naming stage is to plan and think thoroughly. Initiate, by describing the thing being named -  whether it’s a product, service or company. There are core questions that need to be challenged to start on the right path, here’s the most important:

What is the unique selling point against competitors?

What does the brand signify?

What will the name communicate?

Is there a story behind the product/service/company?

Once mind mapping has been completed, competitor analysis should be conducted to rule out potential copyright issues and to analyse the current market. Understanding the market landscape and competitor names, allows correct brand positioning to be achieved. From the competitor research conduct a SWOT analysis. Particularly focusing on: The strengths and weaknesses of competitor brand names, how they connect to consumers, the meaning of the chosen name and if they have gone through any name re-brands to fit into current markets. Market leader Nike, name originates from Greek mythology as 'Nike' stand for a goddess who personified victory, the name chosen for the global brand represents their ethos and marketing projects.

Audience

How does the target market effect a brand name? Consumers connect to brand names based on their personal interests, age, history and location. Brands can have universal names that connect across multiple audiences, however, most connect to one main target audience. Target audiences should be configured or known before a name, in order for the name to resonate. Current and upcoming trends should be noted to connect with the consumer, for e.g. the digital revolution, apps and AI as well as trends in speech and language that could alter the pronunciation of a brand name.

Generating ideas

The next step is to start brain storming names, make notes, draw and discuss – making a list of as many ideas to start with. From this, separate the names into categories of:

Descriptive:

Descriptive names describe directly what a company does or aims to achieve for e.g. -Snapchat, PayPal, PlayStation.

Suggestive:

Suggestive names suggest and signify value, to create positive connotations in the customers' mind, for e.g.: Sky, Open table, O2.

Abstract:

Abstract logos are words that are made up but have a memorable sound or connections relating to the values or meaning of a brand for e.g.: Google, Rolex, Skype.

Blended or Abbreviated:

These two logo forms, Blended and Abbreviated, connote meaning and put a spin and add context to a brand. Allowing a name to remain in-direct to the product or service offering. For e.g., Microsoft is a blended name of microcomputers and software, allowing Microsoft to become a more memorable brand name.  

Conclude, finalise and certify

After this stage, you will have a mass of names, meanings and favourites. Now it’s time to narrow down the top 6 by answering these questions via the internet to filter the possibilities:

Does it exist in your service or product category?

Research the language connotations in other languages, is there any negative connotations?

Is the domain name available?

Are there social channels registered as the chosen name?

Once this process is completed, go through the final list –it’s best to act as the consumer, and grasp what they would be thinking about the name, how it sounds and could possibly look and what the name reflects.

Name choosing can take anywhere from 5 minutes to days and weeks depending on the suitability. Aim for a brand name that works now, but will work in the future, ultimately the name should connote the product or service in the most positive way.

 

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