Not obvious to create a brand name that represents us and attracts attention. The brand name can make all the difference. The product or service behind herself will have to be excellent and meet a need, but the name has to act as a bait and distinguish you from the competition. The name should also give a fair idea of the positioning of the brand, both in your market and on browsers. In this article, we provide a list of useful tips for finding a good brand name that will directly contribute to the success of your business.
It is not always advisable to let your emotions take over: it is better to choose a name that makes sense. What do you mean with such a brand name? That is the question. In general, the first idea that comes to mind to move us, but it’s rarely the right one: will you be proud of such a brand name in 5, 10, 50 years?
The best would be to find a close or subtle relationship between the name and the reason for living the brand. You can choose the name according to the product or service you will be selling; Or even one or more characteristics of your commercial offer.
Exception. Some opt for a name that has nothing to do with the product or service offered. Example: apple
Your brand name should be easy to pronounce and read. It will thus be easy to memorize for potential customers. The ideal would be a single word of some syllables. You must certainly distinguish yourself from others, but better a simple and memorable name, than a complicated and original name.
Example: apple, google, Coca-Cola, IBM, SAP …
Exception. Choosing a brand name with more than two words is not always detrimental. Example: The cow laughs
Do not give your brand name a local dimension: avoid names of places or geographical areas. The goal is to reach as many customers as possible: they will identify better if the name does not refer to any specific country. If you want to extend your field of action internationally, it is better to have a name open to the world.
Exception. If your product or service is part of a terroir or a local tradition, why not bet on this story and permeate the name. Example: L’Occitane
Start by brainstorming alone or with your partner. In other words, review the universe that defines your brand: what are the concepts that identify it and make it unique or at least original? Think about the genesis of the brand, what motivated you to create it, its purpose, target clientele, the story you want to tell with, the positioning to build (high or low end) …
During this brainstorming, you do not necessarily have to get out names; Think of expressing a strong idea, account for an image, a color or a sound … The best name will be the one that brings out in the other an image faithful to the mark. The secret to the success of this creative exercise: have fun, take pleasure in looking for a brand name.
Know that you will hardly evoke more two or three concepts with the same name. Focus on the heart of your trade and give up everything in a nutshell. Keep in mind the flagship concept, related to the main product or service sold.
During this brainstorming, you can also think about the logo (color, shape …) and the slogan of your brand. You will create a coherent whole.
You then have several options for generating a brand name from your ideas:
Juxtapose names that summarize the flagship concept
Make a good word game (which makes sense)
Create a name from two other keywords
Change the spelling but keep the phonetics
Adopt a generic or common name (eg apple)
Create a new name that is not directly related to the activity (eg apple)
Opt for a cigar (eg IBM)
Use numbers, prefixes, suffixes
Make a selection according to the previous advice (to be qualified according to each case) and check that the brand names do not already exist: the names must not evoke other (competing) brands and have a negative connotation. Think finally to drop the mark.
Some additional recommendations:
The names formed by the letters Y, X or two consecutive consonants (eg the) are sometimes difficult to write and pronounce.
If you are going international or it is in your plans, check that the name sounds good in the main languages, that it is not badly connoted: English, Spanish, Chinese, Russian …
Avoid names that refer to a technology, even avant-garde. Sooner or later this technology will be obsolete and your brand name should not sink with it. The same goes for the dates: Ask your friends and family about what they think. The sound of the name is very important: does the name sound false? Is it ridiculous or pedantic? Does it trust?
Take the time to choose the right brand name: you will wear it for several years and having to change it represents a significant blow (you have to change the POS, the com, to put your suppliers and customers in the know.) and harmful for your Public image.
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