Branding: 5 features of good naming

It is worth spending time and attention on choosing the right name.

A catchy, well-thought-out name can contribute to the success and greater recognition of the company on the market. On the other hand, a poorly chosen date may prove disastrous for her image.

“Modern branding as we know it uses sophisticated focus groups combined with data from detailed linguistic and psychological analysis to create brand names that are designed to instill trust and persuade consumers to purchase.”

What should you remember when creating the name of your company?

There could be a few things like this…

Avoid names that twist the tongue, because if the customer can’t pronounce it, how can he tell his friends about it? This may be a big problem. Let’s say you create a brand of sports shoes and call it “Egzynolik Purified Air”, now try saying it out loud…

The name should be like a song that catches the ear and stays there for a very long time.

Let your imagination run wild, i.e. being creative

Creativity is also an important aspect of naming, it allows you to catch people’s attention and distinguish your brand, product or service from the competition. A cool, original name builds an emotional bond with customers, arouses their curiosity and, later, attachment.

For example, Apple, a name related to fruit is something very unusual in the technology industry, and yet it has become recognizable all over the world.

However, you must not overdo it, the golden mean will work perfectly here. The name must be tailored to the company and its values, and should not be too complicated or difficult to remember.

When do we talk about plagiarism?

Avoid using names similar to existing brands to avoid possible accusations of plagiarism or copyright infringement.

Such a controversial naming case would be StrexCorp, derived from the popular podcast “Welcome to Night Vale”, which was accused of being similar to the Starbucks brand.

Avoid following trends too much

Remember not to give in to current trends, as it may end badly. Some names may be outdated in a few seasons and your brand will be left behind.

It is better to choose something more durable and timeless, which will not only have a greater potential to survive in the long term, but will also be easier to remember among customers. Creativity should go hand in hand with a long-term approach to create a name that will be unique and functional not only now, but also in a few years. This will allow you to build a consistent brand image and greater stability in a competitive market.

Are you considering the international market?

Linguistic consistency is also an extremely important aspect when choosing a brand or product name, especially if you are planning or considering expansion into international markets.

The name should be understandable and pronounced correctly in various languages that may be your target markets. Make sure the name isn’t difficult to pronounce or has sounds that are impossible to pronounce in other cultures. This may require consulting translators or language experts, this is the safest option!

Avoiding unfortunate meanings

And while we’re on this topic… The name may have different meanings in different languages, some of them may turn out to be inappropriate or even offensive. Therefore, in this aspect, it is equally important to conduct an adequate amount of research on the meaning of the name in potential target languages. Avoid names that may be considered offensive, provocative, or inappropriate.

Naming is a very important process because, from the customer’s perspective, the entire adventure with the brand begins with the name. It’s the first thing people notice and what stays in their minds. A good name can attract attention, arouse curiosity and build positive associations. However, a bad name may cause the product or service to be ignored or misunderstood. Creative and accurate naming helps you stand out from the competition, build recognition and create a stronger emotional connection with your customers. It’s how a word can convey the entire message, illustrate the company’s values and what it stands for.

But this is not an easy task! It is worth remembering that it is consistent with the brand, that it is easy to remember and that it is available as an Internet domain.

Naming is one of the first things that should be considered in the process of building a brand, because it has a huge impact on its further development and success.

Mateusz Rozynek