How to Choose a Brand Name
The right name can be a brand’s most valuable asset, driving differentiation and speeding acceptance. But choosing the right brand name can be a daunting task. How do you find a name that works? A name that’s catchy? A name that looks great on a web banner and has an available URL?
To get you started on the brainstorming processes, here are a few tips to guide you through choosing the right name for your business!
Exploring Themes
Explore themes to get the creative juices flowing. If you have no clue where to begin, exploring various themes such as descriptive, experiential, and made-up names can help spark a wave of ideas and facilitate the brainstorming process.
Important Questions to Ask
When coming up with a brand name, it’s important to ask yourself a series of questions to ensure that the name is effective, memorable, and aligns with your brand identity. Here are some key questions to consider:
- What is the core message of my brand?
- Who is my target audience?
- Is the name easy to pronounce and remember?
- Is the name unique and distinctive?
- Does the name have positive connotations in my target markets?
- Is the name scalable and adaptable?
Founder: A name based on a real or fictional person, such as Ben & Jerry’s, Warby Parker, or Betty Crocker.
How can I come up with a brand name?
Start by thinking of the words you want your customers to associate with your brand. Write these words down. Then think of people, places and things that represent them. To create a made-up name, combine syllables from your list of brand value words. See what you come up with through trial and error.
Here’s how three companies came up with their names. Gusto was originally named ZenPayroll. But to expand services, the founders knew they needed something new. Spanx founder Sara Blakely wanted a unique, memorable name that defined her revolutionary product. She succeeded. Understanding your brand essence is crucial – its mission, offerings and methodology. This creates an authentic connection with your target audience.
Do a competitive analysis. See if potential names are already trademarked. Use name generators. Test names with target customers. Make sure potential names are available as domain names. Come up with a list of adjectives you want associated with your brand. See if a name conveys these.