But your brand name is nothing more than a word until it’s accompanied by your messaging, offering, and brand experiences. All elements of a brand should work together to give meaning and value.
How to make a name stand out?
Your name is a fundamental component of your brand identity. Your brand name is what helps maintain a distinct presence in the minds of customers. It’s likely the first element they’ll interact with. If you get it wrong, you risk losing their allegiance before they even test your product or service.
Choose a brand name that not only expresses who you are but also strikes an emotional chord in your target audience. When developing your brand name, ask yourself the following criteria. Is it:
- Distinctive: Is it original and different from what your competition is doing?
- Authentic: Is it true to your brand, what you do, and what you believe in?
- Memorable: Is it easy to recall, and is it easy to pronounce and share with others?
- Enduring: Have you chosen something based on a fad, or is it timeless and universally relevant?
- Defensible: This is the trickiest part. Is the name available to trademark?
Making an emotional connection between the consumer and the name
A true and long-lasting connection is essential with consumers. A brand has the potential to motivate and inspire its customers–and even evoke feelings of freedom or nostalgia.
A brand that only focuses on pushing its agenda without considering the customer’s needs will not have the same impact. When consumers have a personal connection to a particular brand, they are less likely to switch.
Understanding What Your Brand Means
Take the effort to define your brand wisely. In this approach, customers will form an accurate impression of your business. By having an intimate understanding of your brand, you will make the naming process much easier.
Do you know exactly what you are going to offer and what your USP (unique selling proposition) is? If you’re not offering something different, or doing it in a different way, then why should a customer choose you? Do you know what your brand values are?
A brand that values prestige will have a very different expression to one that values flexibility. Understanding your values will help shape your tone and personality, and so help select a name that feels right.
Specify Who You Want To Reach
Focus on what your customers need and how your company can provide it. If you feel the necessity, start with research and insights to investigate your audience and market. Learn about your ideal markets and the wants and desires of your target audience. Understand the demands of your clients and explain how you can fulfill those needs.
Might be of interest – Why Your Brand Name is Important
How to make your name an experience
The term “brand experience” is used to describe the whole of a customer’s interactions with your company. Brand experience is a literal description of how the brand is experienced by potential and existing customers. This happens before, during, and after any interactions during the brand’s existence.
Examining the interplay between experience and other crucial branding factors like identity and voice is essential. This is especially true when delving into the nuts and bolts of what constitutes a successful brand’s experience.
Considering brand experience means ensuring every interaction with the brand leaves a lasting impression on the customer.
Rounding up What Makes a Brand Name Stand Out
Not every name will stand out and be as catchy as some of the great brand names. Names like Nike or Coca-Cola will always stand out, but with a proper strategy in place you can also stand out. You can use the information in this article to help produce a brand name that resonates.
To learn more about clever brand naming or brand strategy, get in contact with Fellow or checkout our Brand Naming Page.