Business development · 28 June 2022

8 Steps To Creating An Effective Brand Name

how to create a brand name

Generating or creating a decent name for your business or firm is difficult, there are unfortunately no simple solutions that can show you how to create a brand name or ensure success. Having a framework to follow, on the other hand, can help make sure you finish up with a name that helps rather than inhibits your new business.

As anyone who has named a company, product, or service can agree, it can be as subjective and emotional a process as naming your firstborn child. Emotions might run high in the absence of a clear direction or evaluation procedure, and objective logic can easily become blurred.

Many new enterprises or charities begin with the establishment of a list of terms or words that represent who they are or what they do. It might be an introspectively biased approach, missing opportunities for distinctiveness and interaction with your most critical audiences, consumers, or supporters.

It can also be limited because the terminology available to explain who you are or what you do in any given industry is likely to be used by other competing businesses.

This is frequently the case in the charitable sector; for example, there are currently approximately 144 registered cancer charities in the United Kingdom

We’ve created a framework to get the naming process rolling in the right manner. One that creates a development path that can be documented, with the consequences being considered, assessed, and reviewed along the way.

It comprises all of the criteria that should be examined when creating a new name and aids in ensuring that no single criteria become the main focus or benchmark used to gauge the success or failure of any name under discussion.

What Exactly Is The Meaning Of A Brand Name?

A brand is a non-tangible marketing concept used to differentiate a product, service, group of products or services, or an entire company. A brand name is a name you give to your business; it includes both spelling and pronunciation.

A company’s brand identification and marketing strategy rely heavily on its brand name. Brand identity can be represented by a logo (which may or may not include the brand name), a slogan or tagline, a colour scheme, or a style.

Prospective customers are frequently given a sense of what the company or product accomplishes or a feature of the firm or product by brand names. Here are a few famous examples:

  • The word “Amazon” alludes to a fabled race of tall warrior women, hence the sense of “large.” Because it has the letters “a” and “z,” its logo, which connects the “a” and “z” with an arrow-smile, represents that it has everything conceivable.
  • Nike is a winged Greek goddess of victory who represents victory, speed, and competition. The swoosh logo, which is associated with speed, movement, and a wing, reinforces these themes even further.
Some companies, such as Ford Motors, have multiple product groups represented by brands such as Kia, Escort, Mondeo, and Puma (to name but a few), each of which is sold separately and offers a different value proposition.

how to create a brand name

What Is The Most Effective Method For Creating A Brand Name?

Coming up with a unique company name can take a lot of time and effort.

With the right strategy and a smart method, you can choose the appropriate name to distinguish your brand.

Let’s take a look at some key factors to consider when creating a brand name.

#1. Confirm That Your Brand Name Is Available

You must first determine whether the desired name is available. Ignoring this critical step could prove costly and humiliating.

Follow these steps to see if your brand name is available:

  • Research a trademark. To look up the name, go to the UK Gov website and go to the Trademark Journal. The journal is updated every Friday and this free tool will tell you if the marks you want to use are already registered or have pending applications.
  • Perform keyword research. The next step is to conduct some targeted keyword searches on Google. Put your company’s name in quotation marks and do some research. Look for any results that require further investigation.
  • Look up the company’s name on the internet. If it’s a corporate name, you should also check the registry at Companies House.
  • Make yourself known.
  • Finally, register your name with the government to protect it. This is possible by registering a trademark or company/brand name at Companies House and with the HMRC. Although you can do this online, you could consult with a trademark solicitor because the requirements are complex. Consider buying intellectual property insurance to cover legal fees if your trademarked name is violated.

#2. Avoid Using “Cutesy” Brand Names

In recent years when it comes to start-up branding, the trend has been to produce a clever moniker that sounds like a real word but is actually made up of other words. This works in some cases – consider Spotify or Snapchat – but it is not the best strategy for every business.

Getting too cute can limit your ability to grow. Choose a more straightforward name for the best results.

  • Make it easy for people to remember your brand name. Spelling is essential. Even if it is a made-up word, it must be easy to spell. For example, if you heard the name Facebook but didn’t see it written down, you’d almost certainly be able to spell it correctly.
  • Make sure your brand name is simple to remember. Your brand name should be easy to remember. Consider the brand Guerlain. The brand name is frequently mispronounced as “Grrr-lane,” when it should be “Gher-lahn.” It is unattractive to have a brand name that is frequently mispronounced.
If you can produce a brand name that is easy to spell and pronounce, you will be far ahead of many of today’s start-ups and small businesses.

#3. Keep Your Brand Name As Straightforward As Possible

Even if they are difficult to find these days, one-word brand names are usually great. They are memorable, strong, and relatable. Consider three of the world’s most successful and well-known businesses: Microsoft, Amazon, and Apple. They’re all one-word names.

Whether you have to invent a word –Twitter, Google, Starbucks–or not, the effect is the same. When only one word is available, a two-word name is acceptable, but three or more words should be avoided at all costs. Long names complicate everything, from choosing a domain name to future product packaging.

Simple names are more likely to be trusted by customers. In a study of 700 equities traded between 1990 and 2004, researchers discovered that companies with simple names gained 11% more than those with difficult-to-pronounce names.

A number of factors influence this:

  • When it comes to names, simple names appear to be more accurate than complex names.
  • Because shorter names are easier to remember and comprehend, they are the preferred option.
  • Customers associate simple names with dependability and competence.
  • Consider the logo when selecting a brand name.

 
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Business Law & Compliance