What do you consider when choosing a brand name?
By Abimbola Mohammed
For every person that wants to establish a brand, considering a suitable brand name for the company is as important as the brand itself. A brand name doesn’t have much value if no one can remember it. A brand that cannot be remembered by its name is more or less dead. Brand name should be simple, easy to pronounce and spell in case of online search. A wrong spelling on search engine can direct your audience or customer to another website with similar name. Find a name that is simple, easy to pronounce, and evocative.
There are thoughts to be considered when naming a brand.
Origin name: These are name derived from the origin of the company, such as the name of the founder, principal inventor or type of service the company offers. Examples of such name are House of Tara international; DHL (also an acronym) is the three surname initials of the founders, Johnson & Johnson, PZ (George Paterson and George Zochonis) etc.
Compound names
Conjoined or compound names are another good option when you’re looking for something unique. Bring together two or more words to make a new one and there’s a greater chance that it will be unique to you. The challenge is making one that still sounds good. Example of compound name is Instagram is a combination of ‘instant camera messaging’ and ‘telegram’.
Unique: the name you choose for your brand should have some kind of uniqueness, not just following the trend name. Get a brand name that stands out from the existing names of your competitor. Example: Punch Newspaper, Chevron etc.
Relevance: the brand name you choose should be relevant to what your brand offers and searchable, don’t just pick a name random words. Example of choosing relevant name to what you offer is “Shoprite”, its place where people go to shop and the name is relevant to the service offers. This portray Shopping right, shopping properly, shopping correctly.
Memorable: brand name should be short, clean and simple. The names that can be easily remember and spelt. Examples of such are Peak Milk, Arik Air, JIK,
Alphanumeric names: you can have a great idea but not unique, adding number to the idea is not a bad option. Adding a number makes names much more unique and can actually sound really effective in some sectors. Example of such is Elev8media and 11 Plc.
Metaphor names
Just as the name implies, giving your brand a name by directly referring to one thing by mentioning another. The brand name may provide clarity or identify hidden similarity between the name of the brand and what the brand does. The name of your brand can relate to absolutely anything, as long as it’s something that your target audience can identify with – stories, characteristics, qualities, cultural icons, or other emotive forces.
The best thing about metaphor names is that they create intrigue. Playing on curiosity and making people want to find out what a company does, there is instant respect when they realize that the name fits the offering of the company. Examples: Nike (the Greek goddess of victory), Amazon (the largest river in the world) etc.
Invented names: you can invent name for your brand when you feel you have exhausted your option and almost all the names you want for brand has already been taken. You can choose a fictional, created or made-up name but it should sound right. Example of made-up name is Dulux Paints (derived from words ‘durable and luxury’).
Descriptive names: Descriptive names can sometimes be the right answer when considering name to choose for your brand. A niche provider or player in a new market can benefit from a descriptive name, as it helps to explain what they do and educate the customer. But you must be careful always when considering descriptive because it could be similar to your competitor brand name as well. Example: Cars45, PiggyVest etc.
Emotive names: Emotive or suggestive brand names can be very powerful to use, built around the emotions that a customer feels when they use the service or product. Does your product give them freedom, more time, more money, a sense of well-being, or peace? People often seek an emotional outcome for themselves. These names often use real words so that people can relate instantly to them. Examples: Amber Energy Drink, Passions Energy Drink, Uber etc.
Playful names
Often made-up words and names that have no direct reference to a company’s actual operations, playful names are fun and memorable, but aren’t right for everyone or every industry. Such names often stand out and are usually quite ‘sticky’ and easy to remember. Examples: Jiji, Konga, Jumia etc.
Technical names
Technical names are related to the processes or specific technologies used in a business or product. They are not always the most exciting names, but a well-crafted one that blends a mix of modern words, technical language, and specific function can be very effective. Examples: Ford, Samsung.
In conclusion, we can see and safely state that most successful and lasting brand names, logos or icons are deliberate, intriguing, thought-provoking and are expected to be easily remembered and can be pronounced easily by all.
Brand naming should also take into consideration the target market or audience being targeted, which includes cultural, religious, age category and linguistic implications of the meaning of the brand to different groups.
Branding can therefore make or mar an idea, product or service if not properly thought out whether in terms of word, meaning of icon or logo or even in implications or misrepresentation. It is therefore advisable not to get your branding wrong.
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