These Six Tips Reveal the Secret to Discovering the Best Brand Name
Giving your business a memorable name is one of the most necessary things to do as a business owner. Your brand name sets the tone for your business and influences whether potential consumers have a positive or negative first impression of your business.
As an entrepreneur, you must realize how important it is that your brand name emotionally resonate with your target audience and how failing to brand your business correctly will significantly impact your success.
So, to help you discover the best business name ideas that match your business’ positioning and quickly connect with your key clients, we created this simple guideline for generating that.
Six Steps to Choosing the Best Brand Name for Your Company
Keep Your Brand’s Positioning in Heart
Before you begin your naming journey, think about how your name will improve and affect your brand positioning. Begin by outlining your branding strategy, objectives, target audience, and what you want your name to convey to them.
You’ll be better positioned to choose words or phrases that resonate with your brand’s message once you’ve entirely understood every facet of your business and its brand identity.
Consider Using Words that are Visual, Metaphorical, or Emotionally Charged
When naming, choosing metaphorical words or emotionally charged words with strong visual imagery should be your prime goal.
Why? Because metaphors are fantastic for expressing deep, fascinating topics, words with powerful visual imagery can help your target audience develop a solid mental picture.
We also know that emotions play a role in nearly every decision. So, while naming your brand, aim to leverage emotionally charged words to reflect your company’s tone and personality. Consider combining metaphors, visual imagery, and emotions to create a unique and memorable brand name.
A good example is how the brand name Tesla expresses innovation while Amazon communicates a larger-than-life feeling. These names are effective because they combine a nice blend of metaphors, visual imagery, and emotions.
Make a Long List of Possible Names
Once you’ve understood your brand and its positioning, it’s time to start brainstorming short, unique, and catchy words that use metaphors, visual imagery, and emotions to communicate your business’s identity,
Use your entrepreneurial imagination to generate as many name ideas as possible. One simple way to brainstorm is using a thesaurus or dictionary to look for words representing your brand’s message. You can also use brainstorming techniques like word association and mind mapping.
Consider Other Brand Names
Make sure to study, and evaluate the big brands in your sector before settling on a name. This will help you understand why their names are effective and how you can replicate their success.
Here are five major brands and a brief explanation of what their names symbolize.
- Amazon: Vastness, effectiveness, and speed
- Nike: Speed, power, and perfection.
- Samsung: Quality, next-gen innovation, and trust.
- Coca-Cola: Pleasure, refreshment, and enjoyment.
- Disney: Awe, magic, and imagination.
It’s worth mentioning that these businesses built their identities around these names simply by infusing them with additional meaning that fits their business identity and marketing strategy.
Always Perform Audience Testing
Test the names you’ve identified with a sample of your desired audience. This will help you see if the name will instantly connect with your target demographic.
However, when conducting audience testing, it’s vital to exercise caution in the questions you ask. Instead of outright asking which name they prefer, ask which names attract their attention and motivate them to take action, as well as which ones best align with your brand’s objectives.
Conduct Trademark Research
After you’ve produced a list of potential names and tested them with your target audience, use trademark research to validate them. Validating your brand name will assure you that another company does not currently use your potential brand name.
If the name is already registered, you must choose another name or risk receiving a cease and desist letter.
Yes, trademarking has its challenges, but getting help from a professional trademark lawyer will help you quickly navigate the process of obtaining your desired name.
Naming: The Most Important Decision
Naming your brand is an important decision, and it’s crucial to perform comprehensive research on your brand, compile a list of potential company names, and get them audience-tested and trademarked before using them as your brand name.
We’re convinced that if you follow these tips every step, you’ll be able to create a unique brand name that resonates with your target audience.
Grant Polachek is the head of branding at Squadhelp, a 3X Inc. 5000 company that creates short, powerful, and unique brand names for Fortune 500 organizations and growing businesses. As the best naming agency, we studied over a million creative name ideas and compiled the ultimate list of innovative business and domain names for business owners everywhere.