How To Create A Brand Name – 5 Tips — Greatergood® Brand Design Agency London

Creating a compelling brand name is a fundamental step in establishing your business identity and setting the stage for long-term success.

Your brand name is often the first impression you make on potential customers so it needs to be memorable, meaningful, and aligned with your brand’s values.

We all know the horror stories and impact of badly named brands, on the flip side we know when brands get it right – connecting with us on an emotional level, building community and gaining total ownability. In this article we delve into five essential tips to help you create a brand name that stands out and resonates with your target audience.

1. Understand Your Brand’s Identity

Before you start brainstorming names, it’s crucial to have a clear understanding of your brand’s identity. Consider the following:

Mission and Vision: What is the purpose of your brand? What long-term impact do you aim to achieve?
Values: What core principles guide your brand’s actions and decisions?
Target Audience: Who are your ideal customers? What are their preferences and pain points?

By having a solid grasp of your brand’s identity, you can ensure that your name reflects the essence of your business and appeals to your target audience.

The Pepsi brand name – taken from the scientific word for indigestion ‘dyspepsia’

2. Keep It Simple and Memorable

Simplicity is key when it comes to brand names. A simple and easy-to-remember name is more likely to stick in the minds of consumers.
Here are some tips for keeping it simple:

Short and Sweet: Aim for a name that is easy to pronounce and spell. Avoid complicated words or phrases.
Spelling: Avoid randomly spelt common words which may be available but long term will be difficult to trademark and truly own. Imagine having to make phone calls every day and say the business name you are calling from – would the caller get it? Or would they be asking you to repeat yourself and questioning what you just said?
Catchy and Unique: Create a name that stands out from the competition and is catchy enough to be remembered after just one encounter.

3. Reflect Your Brand’s Promise

Your brand name should convey a sense of what your brand promises to deliver. It should give potential customers an idea of what they can expect from your products or services.
Consider these aspects:

Descriptive Elements: Incorporate words that describe what your brand does or the benefits it offers.
Emotional Appeal: Choose words that evoke the right emotions and resonate with your audience.

For instance, the name “Innocent” for a smoothie brand suggests purity and health, aligning with the brand’s promise of natural and wholesome products.

4. Ensure Availability and Protectability – Don’t Compromise

Once you’ve brainstormed a list of potential names, it’s important to check their availability and protectability. Don’t compromise.
Here’s how:

Domain Availability: Ensure that the domain name for your chosen brand name is available. A strong online presence is crucial, you want as little competition as possible. If multiple brands already have very similar names to your brand, you will likely end up much further down in Google Search, and constantly battling other brand names to keep yourself at the top of search.
Trademark Search: Conduct a trademark search to make sure your brand name isn’t already in use by another company. This will help you avoid legal issues and protect your brand’s identity.
Social Media: Social media handles are another key ownable asset within brand naming which shouldn’t be overlooked. In an ideal world we would like to have the complete handle, and not be adding underscores or other punctuation to register a name.

The ASOS name – created from the acronym ‘as seen on screen’…

5. Test It Out

Before finalizing your brand name, test it out with a sample of your target audience. Gather feedback to see how the name is perceived and whether it resonates with potential customers.
Consider the following methods:

Focus Groups: Conduct focus groups to get in-depth feedback on your shortlisted names.
Surveys: Use online surveys to reach a broader audience and gather quantitative data on name preferences.
Social Media: Leverage your social media channels to run polls and engage with your followers for their opinions.

Testing your brand name ensures that it appeals to your target audience, and makes sense.

Creating a brand name is a crucial step in building your brand’s identity and setting the stage for success. By understanding your brand’s identity, keeping the name simple and memorable, reflecting your brand’s promise, ensuring availability and protectability, and testing it out with your audience, you can create a brand name that stands out and resonates with consumers.

Remember, a great brand name is more than just a business name; it’s a powerful tool that communicates your brand’s essence and values.

Looking for some support with brand naming? We’ve built brand names and strategy for dozens of challenger brands looking to hit the ground running and gain a competitive edge.

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How To Create A Brand Name – 5 Tips