How can you create a brand name that sticks?

Having an idea of what problem your brand will solve Make it easy to search for names. When you have a clear idea about what you are going to solve Just brainstorm your idea near the subject and you will have your brand name.

What role your brand name needs to play is the single most important thing you can establish going into name creation. This criteria is what separates out a subjective, individual and personal decision from a collectively aligned, marketing decision. When we do naming work, we start with 3 different broad roles for a name: descriptive (highlighting a feature, function or benefit rationally), evocative (bringing a purpose or emotional outtake to life) or abstract (good for crowded spaces, owning search, etc.). Based on a client's business challenge, we align on this before any creative exploration - tethering us to what a name needs to deliver above all else.

There are three ways to approach naming on brands. Descriptive - (detail exactly what it is, or does). Associative - (allude to a benefit action, or feeling) or Abstract - (something completely left field with a more emotional connection). It’s always advantageous to avoid the first option, the descriptive one as it’s the most difficult to own in the online market space. It’s simply too generic. The other two options tend to stick in the memory more and create a much better recall.

Remember, the name fundamentally needs to be rooted in the brand story. It needs to have the same tone of voice and be working to solve that initial consumer need. It’s not just about how good your product is it’s how you can help the consumer.

Whenever I do branding my goal is to make it memorable and meaningful. The more unique the better because it stands out from the crowd. Sometimes it’s an interesting symbol that represents the brand. Like Romãzeira is the name I came up with for the artist collective I co-founded. We wanted to tell the world we support plant-based and sustainable practices. Romãzeira means pomegranate tree 🌳 in Portuguese. It’s a symbol that represents life, it’s local and as a collective it works wonderfully in highlighting that many artists are born from one tree, one collective. Sometimes brand names tell you instantly what it’s about but in a fun way like MOON IS NICE, a moon appreciation society of people sharing photos of the moon around the world.

We evaluate names across four key criteria: - Target audience response (does it achieve the desired role for the name in testing) - Logistics (is it available, optimised for the environments it sits in) - Competitive (is it a crowded search environment, similar to competition) - Internal response (does it motivate employees, stakeholders, etc.) These four criteria make up a scoring system, where we can prioritize a short list of names to decide from. A short list from refinement is always important in case unexpected disqualifiers are found later on in the final parts of the naming process.

A successful brand name is part of a wider design ecosystem. It’s very unlikely, it will work successfully on its own without the support of this additional collateral. Always evaluate this name with this collateral. Consistency is key. The tone of voice needs to be consistent across the whole of the ecosystem. If your brand name is rooted in “advanced“ but the rest of the ecosystem is rooted in natural, then you won’t have a compatible fit.

A name on its own is just a word. It needs to have meaning conferred to it over time and with consideration on how consumers or customers are receiving it. The intention for how a brand is perceived is built in a board room, but brands, including names, are constructed in consumers' minds and on their terms. Repetition, meaning and supporting activity (messaging, product, etc.) are what sit behind a name. With time you can get closer to the intended response you had in mind when coming up with a name, but it isn't instant.

Creating a brand name that leaves a lasting impact requires strategic thinking. Opt for simplicity and clarity, ensuring your name is easy to pronounce and spell. Infuse relevance by reflecting your brand's essence or offerings. Aim for uniqueness to stand out in a crowded market. Conduct thorough research to avoid trademark issues and secure a domain name. Test the name with your target audience to gauge its resonance. A well-crafted brand name can become a cornerstone of your identity, making it essential to invest time and creativity into the process. 🌟🏷️ #BrandNaming #StrategicIdentity