Brand Naming
What’s in a name? Quite a lot as it turns out. Your brand or business name can be a key factor in how your audience feels about you and whether they find your product appealing.
A brand or business name can directly impact on the memorability of your brand, its resonance with your audience, and the success of your business.
“When People use your brand name as verb, that is remarkable.
Is Your Brand Name Working?
Best Case
Your business or brand name is memorable, positions you in the right part of the market and communicates what you do.
This name gives an insight into your culture and is appealing to customers.
Neutral Case
Your audience recognises your brand but they don’t have strong views about what your brand has to say – or what it is promising.
It may be an acronym which doesn’t mean anything to people outside of your business or a name that the market doesn’t value or want.
Worst Case
Unfortunately your name has little meaning, or worse is unappealing.
Maybe it’s a cliché or a play on words, or a name without a connection to your market. Making a missed opportunity to connect with your audience.
Brand Naming Optimisation
Evaluate against your strategy
Be objective, your brand name has to do more than just sound good, it must fit in with your brand strategy.
Your aim is to find a name which helps you meet your business goals and is appealing to your market.
Test your name
Check the following:
- Can you easily understand it over the phone?
- Is it likely to be mispronounced or hard to spell?
- Does it translate across cultural and language boundaries?
- Is it confusing?
- Is the domain name available?
- Does it create the right emotional connection with your audience?
Refresh or update
Brand Exposure can help you rejuvenate your brand or business name and match it to a new brand strategy or update when there is a shift in the marketplace.