Best Tips On Brand Name Selection

The generation of ideas is at the core of every creative process

. This holds true for the creation of brand names, too whether it's product naming, naming a company, or even developing a name for a sub-brand or modifier. And the more ideas generated, the better: a particular name may be a weak solution, but it may lead to other, stronger names.

Of course, in brand naming, there are always rough guidelines to follow, client demands about specific criteria, and communicative goals to try and target, but it's important to cast a broad net because that list of ideas will soon be whittled down. Selecting brand names is more challenging than creating them.

Trademark Clearance

First, if a name is not registrable or legally protectable, then it's really of no use as a brand name. Often names are kicked out at this stage because of potential conflicts with existing trademarks. In some categories, upwards of 60% of names that go through preliminary trademark screening are potential conflicts not worth showing to clients.

Language Filters

Even if you don't foresee your product leaving its home country, the social media age means that pretty much everything is global. And though common English words may not pose problems in other markets, more distinctive names (which are often the ones that are more likely to clear trademark) should be thoroughly vetted by linguists trained in the specifics of brand name evaluation.

Connecting with the Consumer

Apart from the standard trademark and language screening hurdles, a good brand name must connect with consumers. Evaluating whether candidate brand names have this ability is part intuition, but also part analysis. For instance, certain literary techniques such as rhyme and alliteration are known to lead to improved memorability. We also know that every word, whether real or coined, contains three elements semantics, sound, and structure each of which has an impact on people's perceptions of the word.

With the proper tools, these aspects can be investigated to predict how consumers might respond to the name when used as a brand. Beyond this, a set of candidate names may also be tested with consumers.

All in all, these necessary steps mean that an initial set of hundreds of seemingly great brand name candidates may end up being narrowed to a dozen or fewer realistic and feasible solutions. What's more, each of the steps involved in brand name selection requires specialized expertise in entirely disparate fields. So, when creating names, it's important to create lots. It's even more important to choose wisely.

by: brianwarren

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