“In this competitive era, choosing company and product names is the single most important marketing decisions businesses face”
Jack Trout, Business 2.0
Whether you’re naming a baby, a label, a product, blog or a band, a great moniker can propel your little fire-starter to new heights. Great names are a powerful branding force that can work to differentiate you from your competitors, provide creative marketing inspiration, sell a benefit and emotionally connect with customers. This applies to people too! Would Norma Jean have met the same success as the bombshell Marilyn Monroe did?
While many well known brand names appear to have been coined with a touch of luck and some great minds; dig deep and you’ll find most of them have been through rigorous development to get to the magic. The best thing however is that names are free! Taking the time to develop one could be one of the most valuable investments a company ever makes.
So, what makes a great name? While they can come from anywhere, it pays to develop one that has entrenched significance within your company and the service or product you offer. This is a fantastic opportunity to hook people in, because every name tells a tale. Is there a connection to family, place or a technique? Vogels bread taps into a tradition of health and wellbeing – as championed by naturalist Alfred Vogel (who has lent his name to all sorts of other products, including vitamins).
Another kiwi name favourite is 42Below. The vodka peddlers developed a modern name with a great shape (to design to) that tells a great story.“42 Below what?” – it gives them a chance to talk about the origins and purity of their product. Look for a hook into your wider brand story.
It’s also important to create a name that’s in it for the long haul. In 1990 including the numbers 2000 after your brand name seemed to be in vogue and future forward. In 2009, it’s not such a good look. New Zealand company Rakon, makers of GPS chipsets, were named for ‘radio control’ in 1967 – despite giant technological advances, their name still stands in today’s market. Consider playing with your name a little bit – mash-ups can be fun!
The sound has got to match the spelling. The most marketable names are ones that are easily spelled. For example, you could call your range of designer lunchboxes “Kool Kyds Bentos” – because k’s look edgy. It’s an extreme example, but do consider the sales potential if someone could find your website or phone number after overhearing a conversation. Making sure your brand name works both verbally and on the page is vital.
Twitter – playful, easy to spell and easy to find.
At the end of the day, names are like first impressions, they can be changed; and actions will always speak louder than words. A fabulous handle never hurt anyone though!
Now we’ve discovered what’s in a name; here’s a basic naming process for you to follow:
RESEARCH: Do your research – analyse your strategy/business plan, for clues, investigate current names out in the market and explore your point of difference.
SCOPE: Scope out several different territories based on your research.
These may include -
• Abstract/random non related territory/unique and original.
• Descriptive territory of product/service proposition.
• Emotional focus/benefit.
• Future focus to territory (not numbers, think advancements).
• Word/spelling play, clever manipulation of words and sounds, mash-ups.
What are the emotional/functional needs of the territories explored?
CREATION: Come up with a range of names within each territory explored. No name is too silly or obscure – pop them all down on your list!
Outline and rank names in relation to project through shortlist.
Conduct a name search – has it been taken and linguistic appropriateness – culture etc.
ELIMINATION: Narrow down to two directions – check for availability on websites, company register, Google search results.
TESTING: Test your names – pitch them to friends, family and potential clients. Swirl the names around in all situations. Like a fine wine – what’s the mouth feel? Does it work with your elevator pitch? Are there any potential spelling disasters?
Finally, name it!
This article first appeared on Etch Magazine – New Zealand’s online business and lifestyle magazine for young Kiwis. Check it out.
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