Branding Tips: What’s in a Name?

Written by guest blogger, Wendy Bryant.

Naming goes to the heart of branding.  A name is the foundation upon which a company builds all its other assets.  A good name is memorable and more importantly stands for something and supports the brand.  A well-chosen name has to also look good with the primary mark/logo and be easily translated in an e-mail or text message. It is the essential way a company communicates its value to the world. A company’s name is repeated over and over, in every form of communication: email, mailings, letters, brochures, proposals, pitches, website and almost every conversation that happens in and outside of a company.

The wrong name can damage the brand.

Why would anyone want to short-cut the process or skip it entirely? You’d be surprised—a lot of companies, big or small, do not always see the value in investing the time and dollars into the process.  It is not uncommon for a business owner to think naming is easy and not want to engage with a branding expert or creative agency.  They mistakenly conclude that naming is unnecessary, a task that they can do on their own or that they cannot afford to test a name.

Marketers know that naming is just the beginning: there’s the message, positioning, primary mark, typography, colors, and all the tactical elements and strategies of how the brand reaches the world at large.

Who are the most likely candidates for naming?

• A newly formed company.
• Companies that have expanded and grown to a point where their current name and perhaps even message no longer conveys the business they are now conducting.
• Companies who have merged or gone through an ownership change. Not only a new name but a new identity may be necessary to communicate the merged company.

According to Alina Wheeler, author of “Designing Brand Identity”here are a few qualities of an effective name:

• Meaningful – It communicates something about the essence of the brand and supports the image the company wants to convey.
• Distinctive – It’s unique, easy to remember, easy to pronounce and spell. The biggest thing here: it is differentiated from the competition.
• uture-Oriented - It positions the company for growth, change and success. It has sustainability and preserves possibilities.
• Modular – It enables a company to build brand extensions with ease.
• Protectable- It can be owned and trademarked. A domain is available.
• Positive – It has positive connotations in the markets it’s serving.
• Visual - It lends itself well to graphic presentation in a logo or primary mark and in the brand architecture.

Naming is a daunting task and takes time. I think that is the most important point I want to make: time. Give yourself time. This is not a process you should rush. You’ll be pleased once you’ve invested the time and energy. Remember an agency or branding expert will help you but you, as a business owner, need to be engaged, thoughtful and committed.

So, how do you get started?

1. Consider hiring a branding expert or creative agency to help you with the process. Branding experts are also individual consultants and can work with you based on your time and budget.
2. Set up a process and criteria.
3. Revisit your brand position and message.
4. Establish brainstorming sessions.
5. Do your research. Look at the competition. Research domain names.
6. Keep a running list of companies that are similar to your service.  It’s important to stay abreast of your competition and what they are doing.
7. Once you have your top three names test them. Ask your network. Ask potential customers (if you’re a new business) and existing customer (if you’re established)—people you have a close working relationship that will provide meaningful feedback.
8. The most important step is the legal one. Make sure the final name chosen goes through all the legal screens. Engage your attorney. Do not do this on your own.

Remember naming is the most important task a company or individual takes on. A good name is not only the cornerstone of how a company gets its message out to the public but the way a company conveys its value to the community. Put the time in and do it right.