What a brand name is, and what it does
When deciding on a new name, companies should also consider the job a brand name is meant to do. In every market the brand has a role — and the name must be chosen to fit it.
A brand name is sometimes treated as less important than it is. But in every market the brand has a role, and the name that will own that role must be chosen to suit it. Below are things a good brand name can do — a filter to make your naming decision clearer and easier.
A good name defines what you offer
Fit with the category matters. The name should touch a promise within the category — while avoiding the trap of generic category words and descriptions. A name built from generic category keywords will struggle to differentiate and to build a world of its own.
A well-considered name sets you apart in competition
It wouldn't be wrong to say brands are as valuable as the space they occupy in people's minds. A new name should avoid the sonic, visual and associative territory another brand already owns, and find its own space.
A creative name sparks curiosity and interest
In many categories, the biggest problem of older brands is that they have lost people's curiosity and interest. New brands that bring a fresh perspective become visible and therefore stick. So if you're entering an old category, look for creativity in your name — with courage.
A well-designed name evokes positive associations and emotions
A name that means something negative in another language is a major disadvantage. Some brands have overcome this through marketing communications, but it takes big budgets and top-tier creative work. The real point is that, even avoiding such a situation, the name should not carry a negative association. Sometimes names that look and sound right recall negatives from another category. Research a name deeply before you decide.
A name rooted in the brand promise inspires and motivates the team
Knowing what you work for is a source of inspiration and motivation for a team. Names that feed on a brand's essence or values are always adopted more easily inside the company, and being part of that brand makes people feel good. So prioritize names that lean on the core concepts and values of the brand you dream of. Such names need not be semantic — through the sounds and shapes they produce, they can also touch the brand's values.