If there is something that is considered to be the most distinguishing feature of your brand, it’s the name.
It’s said names have specific connotations, and people with a given name are distinguished by some unique features typical only to them. This is also true when we think about the name of your brand. What your target group thinks about the brand, what emotions they associate with it, how they feel about it, and how they evaluate your values — all of those factors are in somehow related to your company’s name.
At the same time, challenges related to selecting a proper name for your brand — that support your business goals — aren’t limited to various connotations and impact on the emotions of the recipients. A brand’s name must meet a number of specific requirements positively affecting its position in search engines, organic search potential and ultimately website or mobile app’s traffic volume.
Sounds chaotic? Choosing a name for your company or brand doesn’t have to be complicated. Read five most important tips on how to choose an accurate name for your company, product, or service, so you can build a strong brand identity with high sales potential quickly and effortlessly.
5 principles of effective brand naming
1. If customers are about to memorize your brand’s name, keep it short and easy to understand
Spotify, Airbnb, Nike, and BMW — do you know what those names have in common? First, these are the names of highly successive and recognizable brands — leaders in their categories. At the same time, each of those names is short, simple and easy to understand.
A desired brand’s name is short so your customers can memorize it effortlessly. It’s also simple — free of unnecessary words or incoherent phrases. Avoid creating long and complicated word structures, or uncommon connotations.
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Have you found an accurate phrase in a different language? Remember to check the meaning of the words in the original language, and verify if a similar phrase doesn’t appear in other languages having an unexpected translation.
Once you’re sure the name you want to incorporate doesn’t have any undesirable meanings, and it has anything but positive connotations with the values represented by your brand, proceed to spread the name into the world.
2. Know your company’s main values and communicate them clearly
When creating a new product or service, you surely know your brand’s market advantages and values. You’re aware of your strengths, you’ve already identified the most important benefits for customers, you know what’re your main advantages over competitors. Think about what you want your clients to think and feel when seeing or hearing your name. Consider your offering, and main benefits. This one word or a combination of several phrases that describe your business may turn out to be the most accurate answer.
3. Do not copy. Uniqueness is a feature that stands on the pedestal of all the naming rules
The first, second and third rule — avoid copycats. First of all, most companies reserve their trade names, protecting them from duplicates. Failing to comply with the trademark protection rules, your business risks not only losing a good reputation, but also some financial losses. Besides, you want to be successful creating a strong, coherent and recognizable brand. That being said, there is no other choice than to choose a name that is 100% unique, and has a chance to become a world-famous one — a leader in its field.
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If you’ve already selected a few ideas on how to name your brand, investigate if the names are available on social media so you can create new profiles for your business. Do you know whether there are any other companies with similar naming actively building their social media presence? Have you checked all channels you want to incorporate into your marketing strategy? Do your research and choose a name that clearly has no competitors.
Your customers very likely will be looking for information about your brand on Facebook, Instagram, LinkedIn, Twitter or even YouTube. Therefore, you must be sure they can find nothing but your brand by typing its name into search engines.
4. The brand’s name can be your ace in the sleeve to increase search engine 4. The brand’s name can be your ace in the sleeve to increase search engine rankings
Properly designed product or company’s name allows you to grow your website rankings in search engines — both on mobile and desktop. If you have already created a name that isn’t a duplicate, but it contains popular words that are often used by other companies — e.g. “mobile”, “app”, “marketing”, there is a high probability that with such a high competition you won’t be able to get on top of search result positions. By creating a unique name that isn’t based on any typical or popular phrases, you can be sure your website has already a tremendous potential to be on top of search results.
5. Test, ask, optimize, and be sure that’s what you were looking for
Brand naming strategy shapes your company or product’s recognition for years. That’s why as a business or product owner, you want to be sure your final choice is compatible with all the preferences you and your team may have, and how you want to position your brand to be able to reach targeted business goals. Don’t hesitate to prepare several different variations, and present them to your audience. Conduct a short survey and send it to your employees, business partners, and customers — any feedback that you gather is priceless.
Listen to all the comments, be open for any feedback and don’t hesitate to optimize your efforts further.
When you come across a name that is about to stay with you for a long time, and benefit your organization, you surely won’t miss it.
If you have any questions about the naming process, and how to start, let’s connect.
The article was originally published on UNDOTS STUDIO.