In search of a new brand name?

The moment a business starts, a brand is born. At least if this business has a name. Starting a business mostly starts with the development of a new brand name. And also a rebrand often starts with the creation of a new name.

Over the years I have been involved in the conception of many new brand names. For startups, scale ups and for established corporations. Also this year I was part of a team that got the assignment to create a new brand name and strategy for an international company. Below I will share some interesting categories one can explore when searching for a new brand name.

Conceptual names

These names are my personal favourite. They are directly connected to who you are and what you do. Without simply describing it. They summarize in one word the purpose of the the brand. For example: Undutchables he recruitment agency for Internationals. HaveANiceHome for an estate agent who goes the extra mile to find you a home that fits you best. Younique from Robeco: the investment platform giving you personal advice. IziWashIt the new Laundry concept making out of home washing more accessible for the mass. Or Geldmaat the new Dutch ATM brand. In Dutch Geldmaat means ‘money mate’ and it sounds a lot like ‘geldautomaat’

Descriptive names

One of the Golden Rules in marketing and branding is: Don't be afraid of the obvious. You don’t always have to be super creative. A clear description of who you are and what are you do, can simply do the job very well. For example: ConsumentenAutoriteit. SubsidieShop, Holiday Inn and Kitchen Aid.

Invented names

It is always worthwhile to try to invent a completely new word: Google, Viagra and Kodak for example are all completely made up words. And sometimes you can invent a new word that is associated with an existing invented word like the investment platform Vestle.

Alliterating names

Also an interesting category to explore is names that alliterate or rhyme. Connecting two words with the same begin or end letter will make that the name sticks much better in the memory of people: Coca Cola, MediaMarkt, PayPal, Dunkin Donuts, Bovag Best Buy and again Subsidie Shop.

If you might want to know more about the development proces of a new brand please reach out; always happy to share more insights and experiences.