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The difficult art of choosing a brand name

A new name gives you a fresh way into the minds of your audience.

It helps you to redefine and own the conversation and engages people on as many levels as possible

The best product and company names require the least advertising. They are advertisements in themselves. They are self propelling, ecause they are interesting.

Good names are a powerful force in the branding, marketing and advertising campaigns of the companies they work for. They differentiate you from competitors, make an emotional connection with your audience, and help to build a memorable brand.

There are basically four type of names:

  1. Functional - a basic explanation of the product itself (e.g. Air France)
  2. Invented - completely made up (e.g. Qantas)
  3. Experiential - a more abstract meaning by the company or its philosophy  (e.g. United)
  4. Evocative / Emotional (e.g. Virgin)

It's really critical when you're considering a new brand name, that you don’t take a word or its meaning too literally When a brand commits to a word, over time, the literal meaning of the word disappears, as the brand takes over the word. Think about Diesel jeans, Streets ice-cream, Gap clothing, Apple computers and Caterpillar machinery.  We could all sit here and pick these names apart (dirty oil, a piece of fruit or a small timid animal) but they are some of the biggest brands in the world, and people love them.  Why?  Because of what they stand for behind the name.   That's what's important. 

When you're evaluating a new brand name for your business consider the following

  1. Appearance
  2. Distinctiveness
  3. Depth
  4. Energy
  5. Humanity
  6. Positioning
  7. Sound
  8. Stickyness
  9. The ability to trademark

Don't take it to literally or personally.  Have fun, and think about the rest of your brand that surrounds it which will bring it all to life.