Master the art of branding with expert Jonathan Bell

Table of Contents:

1. Introduction
2. Types of Brand Names
   • Eponymous names
   • Descriptive names
   • Acronyms
   • Real words
   • Composite names
   • Associative names
   • Abstract names
   • Non-English language names
3. Defining the Big Idea
4. Checking Availability and Cultural Considerations
5. Case Study: Alphabet
6. Conclusion

Creating a Great Brand Name

In today's world, with an estimated 300 million companies, creating and finding a unique brand name has become increasingly challenging. But fear not! In this article, we'll guide you through the process of creating a great brand name, step by step, ensuring your brand stands out from the crowd.

Types of Brand Names

When it comes to brand names, there are several categories you can choose from. Let's take a closer look at each one:

Eponymous Names

Eponymous names, such as Disney and Burberry, embody the vision and beliefs of their founders. While these names can be a reflection of a founder's ego, they can also add a personal touch to the brand.

Descriptive Names

Descriptive names, like American Airlines and The Home Depot, work by clearly stating what the company does. However, these names can be lengthy and harder to protect as trademarks.

Acronyms

Acronyms, such as GE and BP, are shorthand versions of descriptive names. Some acronyms, like KFC (Kentucky Fried Chicken) and HSBC (Hong Kong and Shanghai Banking Corporation), have been strategically chosen to improve brand perception or aid global expansion.

Real Words

Real words, like Uber and Slack, are existing words from the dictionary that reflect attributes or benefits related to the brand. While real words can be effective, finding available word names is becoming more challenging as the number of companies continues to grow.

Composite Names

Composite names, like Facebook and Ray-Ban, are created by combining two words to form a memorable and impactful brand name. These names have a unique one-two punch that can leave a lasting impression.

Associative Names

Associative names work by reflecting imagery and meaning back to the brand. For example, Amazon suggests a wide variety of products, while Sirius references the brightest star and reflects the brand's entertainment offerings. Red Bull effectively associates the brand with power and confidence.

Non-English Language Names

Some brands derive their names from non-English languages. Samsung, meaning "three stars" in Korean, Lego meaning "play well" in Danish, and Hulu, referencing a Chinese proverb, are excellent examples of using non-English language names to create unique brand identities.

Abstract Names

Abstract names, like Rolex and Kodak, have no intrinsic meaning but rely on the power of phonetics to create strong brand names. These names often evoke emotions and become synonymous with the brand.

Defining the Big Idea

A great brand name goes beyond mere description; it stands for a big idea that resonates with consumers. Nike represents winning, GoPro stands for heroism, Apple embodies simplicity and usability, and Google symbolizes organizing the world's information. As you brainstorm a brand name for your business, ask yourself, "What's my big idea?"

Checking Availability and Cultural Considerations

Once you have selected a type of brand name and defined your big idea, it's crucial to ensure the name is available and doesn't have any negative connotations in other languages or countries. Conduct thorough research and check for trademark availability to avoid any potential naming pitfalls.

Case Study: Alphabet

One fascinating example of a successful brand name is Alphabet, the parent company of Google. Alphabet is a great name for several reasons. Firstly, it conveys the idea of an essential foundation for language and communication. Secondly, it creates a playful link to its subsidiaries, like Google, Calico, and Nest. Thirdly, the name encourages investors to believe they are making an "alpha bet" by investing in the company. Lastly, Alphabet is a genuine dictionary word, making it highly memorable and unique.

Conclusion

Creating a great brand name requires careful consideration of the type of name you want, defining a big idea, and checking for availability and cultural considerations. By following these steps, you can develop a brand name that distinguishes your business in a crowded marketplace. Remember, a remarkable brand name is the first step toward building a lasting and successful brand.

Highlights

• In a world with millions of brands, creating a unique brand name is becoming increasingly challenging.
• There are seven main types of brand names: eponymous, descriptive, acronyms, real words, composite names, associative names, and abstract names.
• A great brand name stands for a big idea that resonates with consumers emotionally.
• Before finalizing a brand name, it's essential to check for availability and potential negative connotations in other languages or countries.
• Alphabet, the parent company of Google, is a shining example of a powerful and distinctive brand name.

FAQ

Q: How can I create a unique brand name in a competitive market? A: By understanding the different types of brand names and defining a big idea that captures consumers' emotions.

Q: Should I choose a descriptive or abstract brand name? A: It depends on your brand's positioning and the emotional impact you want to create. Descriptive names can be more straightforward, while abstract names offer more creative freedom.

Q: How important is checking for negative connotations in other languages or countries? A: It is crucial to avoid unintentional offensiveness or negative associations that could harm your brand's reputation in diverse markets.

Q: Can I create a brand name by combining words or altering spellings? A: Yes, composite names and inventive alterations can lead to unique and memorable brand names. However, be cautious not to create names that sound like existing products or unrelated terms.

Q: Is it necessary to own the exact match domain for my brand name? A: While having the exact match domain is advantageous, it is not as critical in today's digital landscape where search engines and social media platforms play a more significant role in brand discovery.

Q: Are abstract brand names more challenging to remember and understand? A: Abstract brand names can indeed require more effort from consumers to understand their meaning initially. However, with effective branding and consistent messaging, these names can become synonymous with the brand and evoke powerful associations.