Creating a Brand Name

Creating a Brand Name

Creating a Brand Name

Your brand name is one of the most powerful brand signals that you can own. However, many people make the mistake of trying to articulate their brand before they have fully defined it, often choosing a name without considering differentiation, longevity, phonetics and trademark-ability.

Your brand name is more than just a word. While the brand name is not the brand itself, it is a core signal that consumers directly equate to the brand. The name provides tangibility to an otherwise intangible concept by allowing your audience to identify and differentiate your brand from others by capturing and communicating your brand's promise. Unless you know what you're trying to communicate, you may end up mixing your signals.The brand's name is paramount to its success. Few, if any, successful logos were designed before establishing the brand's name.

The process of developing identity, specifically a verbal identity, can be defined as creativity under constraint. Often, in only a single word, brand names represent larger meaning to consumers by conveying a concept and a promise. The name you choose will say volumes about both your brand and your competition. It has the ability to define both what you are and what you are not.There are many methods for conjuring up brand names. Compiling long lists of names is not all that difficult.

Choosing the RIGHT name, a truly ownable name that is a legally protectable trademark within a given market space is the goal. A good name gets your attention. Great names claim a position that is intriguing, inspiring, and believable. Most importantly your name provokes thought, preconditioning consumers with understanding. Your name must claim mind share and market share.Your brand's name is a powerful tool for helping to translate your business into a consumer-centric message.

A brand name evokes semantic associations that carry a promise. Names speak to consumers, not at them. The most effective brands exemplify their promise by preconditioning consumers with a name that underscores and emphasizes the position the brand has taken. Great names don't preach, they seduce.Names are signals, and like all brand signals, a name is a vessel that carries meaning.

Upon first encounter, some names are full of meaning, while others are empty and are filled with meaning over time. The name you choose to identify and differentiate your brand must punctuate the position you're claiming. Depending on the position your brand takes and the competitive landscape you compete in, your brand's name either dilutes or strengthens your market position. The criteria by which you judge potential brand names can help to mitigate the risk of making an off-brand decision.You'll quickly find that as the list is weeded down, only select names will remain.

Ensuring that the final candidates are actionable, ownable, and appropriate becomes a whole lot easier when you rule out the names that don't meet functional considerations. This requires careful planning and a highly objective approach to judge prospective candidates. To arrive at a memorable, marketable name you'll need to consider the Differentiation, Longevity, Phonetics, and Trademark-ability of all potential candidates.

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