How To Choose A Brand Name (30+ Techniques)posted by Anna Mar, May 10, 2013
Choosing a brand name might be the biggest business decision you make.
Your brand name is a symbol of your products, services and customer experience. It speaks to who you are as a company. It says something about how you fulfill customer needs and desires.
As time goes on your brand may build in value. Brand recognition, reputation and customer relationships all add to your brand value with time. The quality of your brand name will either amplify or detract from this value.
The following A-Z list of techniques may help you to choose the right name for your brand.
AccessibleChoose a name that's easy to say and spell. This is particularly important for a global brand that spans many countries, cultures and languages.
AdaptableWhen your brand grows in value you may want to use it for a wide array of products and services. Is your name adaptable?
Aesthetically PleasingDoes your brand name look good in print? Does it have visual appeal?
AuthenticA name that accurately reflects your customer experience.
BenefitsIllustrate the benefits of your product. How do you fulfill the customer's needs and desires?
CulturedA name rooted in culture and traditions.
CuteIf you brand is related to children or pets consider a cute name.
DefinedChoose an word from the dictionary.
DescriptiveIt's helpful to have a brand name that explains what you do. If your brand name becomes a household name this factor loses its importance.
Small businesses with limited promotional capabilities benefit most from a descriptive name.
DistinctYour brand name should be unique. This is no small challenge. It often feels as if all the good brand names are taken. Trademarks and domain names are seriously picked over.
DurableAvoid basing your name on some passing trend that will sound out of date within a few years. Many technology companies have based their names on the hot technologies of the day, only to regret it later. Timeless names are best.
EnthusiasticA brand name that exerts enthusiasm for your business.
EvocativeNames that evoke powerful images.
FearlessMany top brand names sounded a little strange at first.
Foreign WordConsider a non-English brand name.
Founders' NamesIf your name has a ring to it, why not use it?
FreshAvoid cliché names such as three letter acronyms unless you have a good reason. Be original like these brands.
FuturisticBrand names that sound modern or technologically advanced.
Our imagination about the future is constantly progressing. Futuristic names have a strong tendency to sound dated or cliché within a few years.
Non-specific, general terms are your best bet to ensure your futuristic brand name makes it into the future.
Geography & LandmarksNames based on places or well known landmarks.
HobbiesA name that taps into the customer's passion for hobbies and interests.
HybridMix two concepts that are core to your brand.
LightheartedA name that sounds amusing, humorous or lighthearted.
MagicYour brand name should be magic. Something that gets you, your employees and your customers excited. A name that you can't get out of your head.
NaturalBrand names that sound natural, earthy or wholesome.
NeologismsInvent a new word. This gives you a chance of becoming a brandnomer (the word of choice for a category of product) such as Band-Aid, Nylon, or Kleenex.
PatrioticA name that invokes patriotic feelings.
PersonificationUse the name of a historical person, myth or legend. It's also possible to invent your own personifications such as Betty Crocker.
Rhythm & RhymeNames with a little rhythm and rhyme just sound right.
RingSomething with a ring to it that you can't get out of your head.
SeriesCreate a series of brands with a common element in the name.
ShortThe best brand names are often short. This is increasingly difficult to achieve as trademarks are established for many short words.
SmartBrands that sound like a smart choice.
SpotlessCheck that the name doesn't have any unintended meanings.
StandardNames that sound fundamental to an industry.
StatusA name that conveys status. Something that sounds institutional and historic.
TastefulAvoid offending people or sounding too edgy. Edgy gets short term publicity. Pleasant usually wins in the long term.
TestedAvoid falling in love with your brand name before you've tested it. Bounce it off people you trust to get their reactions. See if they can remember it the next day. Initial impressions are important. After looking at a prospective brand name for days, you'll be blinded to its first impressions.
YouthfulA name that sounds youthful, energetic or new.
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