What’s in a (Brand) Name?

What's In a brand name?

In my previous blog post, “How do you want your company to resonate with consumers?” I covered the importance of a brand and shared insightful details on what defines a brand. If you haven’t done so already, you should head over here and check it out! In the meantime, continue reading!

If you’ve ever tried to come up with a name, whether it be for a company, product, animal, or child, you know just how difficult it can be. A name is more than just that, a name. It’s a representation that can share a lot about an entity. It needs to be memorable, provides positive perception, clearly identifies, evoke feeling, be visual, and so much more. A brand name identifies and differentiates a company or product from others. Picking the correct name for your organization is a significant step in brand development, as it speaks to customers about what your brand stands for. Your brand name is the first point of contact customers have with your company, and they will use it to form an opinion. This is why it is essential to create a brand name that clearly defines your values, sticks in people’s minds and provides brand awareness and recognition.

Whether you realize it or not, we as humans make many decisions throughout the day, and these decisions are made based on a brand name. When you go to the store to buy peanut butter, you are faced with the decision to choose between two peanut butter brands, Jif or Kirkland; unknowingly, you are more likely to select Jif over Kirkland because it is a better-known brand. It reminds you of watching your mom make you a PB&J sandwich for lunch when you were a kid, or maybe you just select it because it’s a brand Consumers associate brand names with what they stand for. For example, Apple symbolizes knowledge; it’s a dynamic company that is continually changing and creating innovative products. Therefore, its brand name is very valuable. Choosing a brand name is a very detailed process that shouldn’t be rushed. It is essential to consider what the word means in many languages, is the name hard to pronounce? Can it be misinterpreted or misspelled? Is a domain available for it? Is it easy to remember? Is the name being used already? What does it symbolize? Get creative and make sure you have all of your bases covered before you move forward with your brand name.

A brand name can make or break your company, so make sure to choose one that resonates with your customers, evokes feeling, and delivers a memorable and meaningful experience. Your brand name will have an impact on the success of your business so make sure it is reflective and distinctive. 

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