Hi! My name is… How to choose a name for your brand

We’re living in times when, it seems, everything is already invented and created, so the marketing promotion goals are set higher and more difficult than ever before. Not a secret that any company or brand starts with a name. How to create a proper name to surpass thousands millions of competitors? NinjaPromo decided to analyze some existing strategies, as well as suggest our own ideas.

It’s obvious that the first thing you need to do before creating a brand name is to analyze your brand in general.

• – Who are you? What is your product?
• – Who is your audience? Who is your ideal (or typical) client?
• – What are you going to offer/solve/produce?
• – What market niche are you on?

Everyone would agree that names for high-class brands differ from those of middle and small (as well as differ their marketing strategies and behavior). Many depends on the sphere itself – some are rather conservative; others are crazy about experiments and innovative ideas. Cultures and national perceptions also weight a deal: that’s why some brands popular in, for example, the USA, do fail in the UK – as they appear too “American” for Europe.

American incredibly popular burger chain Wendy’s operates in many countries all over the world, but not in the UK. They say there’re some economic reasons, and it may be so, but here’s one curious fact: the British don’t like names as Mike’s, Jimmy’s Hot Dogs, Jeffrey’s Tavern ect. If we look at places like that (pubs, fast food, cafés and taverns), we’d rather see something like Pig and Twist, Drunk Duck, Cat in the Kettle… Well, you got the idea. Maybe Wendy’s is just too boring?

Too difficult and long names are as not good as too short ones, especially if both slightly correspond to your company’s activity.

You may say “how smartphones correspond with apples?” – and maybe you’ll re right. Computers and smartphones have nothing to deal with apples.

But Steve Jobs had. He came back from an apple farm just at the moment when the team was brainstorming what name to choose to register the for the presentation. And proposed that very idea. Everyone knows how did that story go.

Abbreviations may be a good brand name idea, but as we observe now, almost all the abbreviation-named business were once with ordinary names, and shortened them only after success appeared to come. So for beginners it may not be a good name solution: it may take you a lot of time to explain the name first.

Occasional letters combination may be a two-side solution. On the one hand, it may draw audience’s attention, on the other – this interest is likely to fall as quickly as it grew if you have nothing to offer but a name.

This may sound too academic, but some scientific researches on how people perceive particular sounds and letters prove to be useful.

It is estimated that “X” and “Q” make the name sound innovative (as well as the product issued under it), “K“-names create the effect of stability – so if your aim is to provide your customers with stability, call the company “Keystone” or “Krone”. Krone is already taken by the way – German truck trailer producer is really the one who ensures with stability.

“S” is associated with passion, “C” and “B” are considered classic and traditional. Letters “L” and “D” are said to provoke joy and happiness.

Domenico Dolce has caught luck two times: 1) to have name and surname starting with joyful “D” (and “dolce” means “sweet” in Italian); 2) to produce things that really make people happy.

“L“, “V” and “F” sound feminine, “M” and “Z” are more masculine.

Victoria’s Secret – “passion and femininity” was a successful concept for a kinda long time, until feminist tendencies began to rule the industry. Marlboro is an ideal example of traditionally men-oriented company.

Still times change, and stereotypes (in naming also) break at enormous speed. Microsoft is not for men, SpaceX doesn’t seem to have any connections with passion (if only a passion to science?), BioWare is far from creating classic product.

It is up to you what name to choose, especially now when you know all the underwater stones of brand naming!

P. S. At NinjaPromo, we decided to ask your opinion: Steve Jobs named the company after an apple farm, and how would you name an apple farm itself? Welcome to comments!