What if Starbucks was named Galaxyducks? Would it be as much of a phenomenon then? Would the merchandise be sought after, or the credibility be the same?
A piping hot cup of Galaxyducks, is it worth waiting in line for? (Yes, real coffee lovers won’t go for Starbucks either!)
But, the point remains, what’s in a name, and how do brands come by the names that have defined them for centuries? Looking at you, Johnson & Johnson.
Most branding experts have their own secret sauce, the KFC 11 herb’s highly prized recipe for success when it comes to pinning down a brand name.
Because, in the whole process there are so many names presented to a client, some that sound great in an Asian market but would be off in Europe. Some which sound alien and inaccessible, but have that ‘cachet’.
How does the process start, and how do companies narrow down to the one name that will rule them all? Because let’s face it. Changing a name requires more financial investment and more brand awareness- essentially, everything starting from scratch. Historically, companies only change their name to avoid controversy or when a partner leaves or a takeover happens.
So, what are the best practices for brand naming and branding in general?
In the beginning, it’s just a blank.
That’s right, when you first meet with an agency as an upcoming brand or meet an upcoming brand as an agency, it’s blank. And, this blank canvas is where the magic is set to happen.
If you stick to certain do-not-do’s, you can sail your way to the land of naming perfectly.
- Research, research, research—the names popping in your head, are they offensive, have a double meaning, or are generally unsavory in the real or virtual world?
- What’s the limit of creativity you can push, as per what the client wants?
- What’s the relatability of the name?
- Could the name be confused with another brand or well-known name?
- Is everyone at the firm on board with the name, and if not, what’s the main setback?
What makes a ‘good’ name?
This is one of those rhetorical questions that have an answer that is as varied as the many grains of sand on a given beach.
Some might relate to Nike, while others never learn how to pronounce one of the world’s most popular brands.
Others might find Mint Mobile great, though still others find themselves drawn to a Verizon or Jio mobile.
What makes a ‘good’ name for your brand, is how well it reflects your brand and the purpose of your brand to exist.
It’s possible a name like Haiku captures the exotic allure with cute connotations that you and your brand will bring to the world. For another, a name like Dominator might best reflect the strength and ability of their offerings.
Whatever name you choose, finding it is just the first obstacle. Next comes, checking the availability.
Great ideas flow across the world
As you happily scour the legal databases to get an all-clear about your chosen brand name, you can see first-hand how human imagination is bound together in an abstract plane of creation.
Multiple ‘Icons’, ‘Eyecons’, and ‘I-conic’ might be already listed when you come by with your ‘Ikonic’ brand name. That’s right, let’s say you come with the name Page, and there are already over 300+ companies named Pages, Pa-ge, or Payge, your brand name will have to be trademarked while sharing the class with those other names.
We do things differently
At Copylove, we tend to go so deep that we put clients in an introspective mood like no other. Infused with a lot of fun. Though, I’m not at liberty to talk about our secret sauce.
Though, you’re at liberty to ask us all about it. Maybe, just maybe, we’ll let you in on the best ways we name brands.
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