Naming is a fascinating process of creating a unique name for a brand, product or service. Naming plays a key role in the further perception of the brand, its memorability and success in the market.
Basic Rules of Naming
Simplicity and memorability
The name should be simple and easy – simple words and short phrases remain in the memory of consumers better. For example, the names of brands such as Apple or Nike are immediately remembered due to their simplicity.
A great example of this is the online betting platform 22Bet. The name is not only short and catchy, but also easy to pronounce, helping it stand out in the crowded market. With its convenient mobile experience accessible via https://22bet.com/mobile, it offers users seamless access wherever they are.
Authenticity and Uniqueness
It is recommended to make the name distinct and strain from the general theme of the brand. Authenticity assists to differentiate the company and build a unique image of it in the market.
That concerns the possibility of pronunciation and spelling of the word.
One of them is based on the ease of its pronunciation and spelling. If the name sounds complicated in speaking or writing, people will never bother to mention or write it.
Relevance to the target audience concerns how the information we convey is related to your goals and interests.
The name should appeal to the customers and should be easy to pronounce as well as easy to memorize by the common populace of the targeted customers. It also aids in laying down an emotional bond with the consumer, which gives more probability for the brand to succeed among the competitor brands.
What Is Better Not to Use In a Name?
Difficult to Pronounce Letters and Sounds
Difficult to pronounce letters and sounds can make it difficult to remember and perceive the name. Avoid combinations that are difficult to pronounce, especially if the brand is aimed at the international market.
Negative Connotations and Associations
No need for words and phrases that can cause negative associations and connotations. Important for international companies: pay attention to the meaning of the final word, even its individual parts, in the language of the audience. Of course, if the brand works for the whole world, then it will not be possible to take into account all the existing nuances of hundreds of languages. If Kodak knew how to translate their name from the Kazakh language, we would never have heard of such a company.
Apple, Google, Nike – all these names are simple, unique and easy to remember. But the name of the Mist Stick curling iron from Clairol once caused negative associations in Germany, since “Mist” means “manure” in German.
Methods of Creating naming
Using Neologisms
Neologisms are new words created specifically for a brand. They are unique and easy to remember. They can distinguish a brand from its competitors. But be careful: such words can be incomprehensible and cause difficulties with pronunciation and spelling.
Combining Words and Abbreviations
Combining words or using abbreviations can create an interesting and memorable name. For example, the name Coca-Cola is a combination of two words.
Wordplay and Metaphors
Wordplay and metaphors add creativity and can make a name more attractive and memorable. For example, the Red Bull brand uses a metaphor associated with energy and strength.
Borrowing from Other Languages
Borrowing words from other languages can add exoticism and uniqueness to a name. Thus, the American ice cream brand Häagen-Dazs successfully used Danish words.
Stages of Name Development
1. Market research and analysis
Market research helps to understand the needs and preferences of the target audience, as well as to study competitors.
2. Brainstorming and idea generation
Brainstorming is an important stage at which various ideas and name options are generated. The more ideas, the higher the probability of finding the perfect name.
3. Checking uniqueness and registration
Checking the uniqueness of the name and its registration protects the brand from copying and legal problems. If you don’t want conflicts, make sure that the company name is exclusive within the scope of its activities.
The name of the brand should be unique and be an echo of the brand spirit. Genuine promotions aid in setting the company apart from rival companies and in constructing a powerful image of the company.
Developing the right name is a classic case of time, effort and compilation of the best bow in the presence of a commendable idea. Following the simple guidelines and the avoidance of the most obvious errors will make you have the name which will have the key to the brands success. But it’s better to turn to specialists: you will need the services of the advertising and creative agencies to achieve the best naming.
