Naming a Brand
Picking the right name for your brand is not something that should be taken lightly. If you want your audience to connect with your brand, they better connect with the name first. Brand recall is critical when the market is saturated with competition! Having the right name can help build trust with your target audience, it can make them feel confident in not only purchasing your products and services but will also make then confident in referring your brand. The right name can lend itself to the development of a unique and intriguing story, something that will lodge in the consumers mind and keep them coming back for more!
Naming a Brand Experience
It is important to research the competition and make sure you are choosing a name that is not only unique, but also engaging. Something that tells your audience what you do and why you do it. In some instances, the name of the brand can also translate into a great URL for your web site, although one cannot always be chosen because of the other. We do like to include the product or service in the URL for SEO purposes, but when helping a customer choose a name that is not a critical factor.
Our approach to naming a product or brand for a customer is to first create a matrix using the competition, service or product keywords, and relevant synonyms and adjectives. We like to leave no stone unturned in the exploratory phase, this way we can always come back to that initial study if we decide we need to backtrack and re-strategize.
Creating a unique name is a process that requires some critical thought and creative wordplay. Once we boil down the process and arrive at a handful of potential name candidates, we start to look at viability and trademarking. We prefer to hand this service off to one of our trusted partners who specializes in trademark registration and infringement. It is imperative that we ensure a clean trademark on the name so that as we move forward and start to strategize the branding there will not be any problems. This small insurance step can save a lot of wasted time and money!
- Competition Analysis
- Story Association
- URL Research