What’s in a name?…More than you think!

When a new company or product is created, considerable effort is put into its development.

The offering is set, the potential customer is profiled, a launch programme is developed.

This can span everything from developing a website to creating target media lists, placing ad and editorial copy, booking trade event attendance and embarking on the social media ‘bandwagon’.

But one thing that doesn’t always get the detailed attention it deserves… is the business / brand name.

Sometimes the name seems obvious. Name a company after its founders or a brand by what it does.

Perhaps you’ve had a working name of a development since the project began but will that make it memorable?

Will it stand out from the competition?

A name – and the logo that communicates it – can be make or break. Take Apple and the iPhone for example, or Tokyo Telecommunications Engineering, otherwise known as Sony.

Naming isn’t a science, but there are certain considerations and checks that need to be undertaken during the naming process.

Is the name easy to spell? To pronounce? Is it memorable?

If you’re planning on taking it internationally, will the name be well-received in all your target markets?

There have been many blunders here. For example, Mercedes-Benz originally entered the Chinese market using the name ‘Bensi’, which means ‘rush to die’.

But having the right name and logo can have a monumental affect in accelerating awareness and acceptance of a high-quality product or service.

A strong brand should possess some, if not all, of the following characteristics:

• Distinctiveness – is it possible to immediately identify the service provider or product?

• Relevance – does it convey the nature of the service or benefit?

• Memorability – can it be understood, used and recalled with ease?

• Flexibility – is it broad enough to cover future service expansions?

The ways of choosing a name can be varied. Names can stem from what the product does, the experience that it gives, or maybe a completely new, made-up word is needed.

The sound of the words need careful consideration: certain vocal sounds can create positive feelings, while others are negative.

Ultimately, naming isn’t something that should be taken lightly. Especially when you expect people to ‘Google’ it!

If you need support or a second opinion in developing your company or product’s brand identity, please get in touch.