Sales & Marketing

8 Steps To Creating An Effective Brand Name

Luisa Ddakis | 28 June 2022 | 2 years ago

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.
Although most business owners think about the logo after deciding on a brand name, it’s a good idea to think about designs when brainstorming name ideas. Your brand name and logo will no longer be considered separate elements because they will become synonymous.

Will you create a textual logo with a specific typeface, like Coca-Cola or Boots, or will you go with an abstract logo, like Apple or Nike?

These options may not have an immediate impact on the logo, but they can assist you in deciding between two or more designs.

#4. Consider Future Growth When Selecting a Brand Name

Even if you specialise in it now, you don’t want to limit your company’s future sales to only that product. The wrong brand name can severely limit your future growth potential.

Assume you’re starting a business selling dog food. Using the brand name “Dog Food Inc.” restricts your future ability to expand into other areas, such as cat food. You’ll have more room to expand your food and product lines if you choose the name “Healthy Pets Incorporated.”

#5. Protect Your Social Media Accounts With Your Brand Name

You should reserve a domain name with your brand name and register additional digital versions of your brand name. If you want to create a social media presence for your brand name, you should secure accounts on Twitter, LinkedIn, Pinterest, Facebook, and Instagram, for example.

#6. Consider Your Company’s Values When Naming Your Brand

Potential clients should be able to tell what your company stands for simply by looking at your brand name. IMPACT, for example, is an award-winning marketing agency. Its goal is to have the greatest possible impact on its clients, and the name emphasises this message by using all capital letters. Another example is Whole Foods, which represents natural, unadulterated food options.

#7. Prioritise Originality in Your Brand Name

The most powerful brand names stand out. When someone hears your brand name, they should associate it with your company’s products or services.

Gather your team to discuss the characteristics, values, and emotions associated with your brand’s offering. Then consider the following:

  • Using words interchangeably: PayPal and Snapchat are two examples of word-combination brand names.
  • Spelling variations: Netflix and Fiverr are two examples of brand name spelling variations.
  • Alliteration: Fast Signs and Krispy Kreme are two examples of alliterative brands.
  • Rhyming: Two brands that use rhyming are Lean Cuisine and Reese’s Pieces.
  • Metaphors: Quartz and Nike are two brands that employ metaphors.
  • A related word: Use a single word that is related but not explicitly descriptive, such as Amazon or Google.
  • A single unrelated term: Choose a single unrelated term, such as Apple or Square.
  • Homophone: “Berry Funeral Directors” or “Wild Hare Salon” are two examples.
  • Founder’s name: Use the founder’s name, such as Kellogg’s or Hilton. It is not a clever idea to name your company after yourself because it will be expensive to build a distinctive brand. It is, however, still possible if you are willing to invest the time and money required to build your brand under that name.

#8. Make your Brand Name Simple to Remember

Consumers and potential customers must be able to recall your brand name in order to locate you and recommend you to others. If you sell in a retail setting, a memorable brand will help customers identify you among a sea of competing products.

Some of the elements that go into creating a distinctive brand name are as follows:

  • Meaning: Whether it’s a product-related meaning or a feature your brand represents, your brand name should evoke some sort of meaning in the minds of your customers.
  • Emotion: Your brand name should have an emotional component. Many brands elicit a strong emotional reaction. Some brands, such as Disney, elicit this sensation through associations over time, whereas others have it baked into their brand name. QuickBooks, for example, exudes simplicity. HomeGoods is a mash-up of two words, both of which have a positive connotation. Sandals Resorts exudes a relaxed, laid-back atmosphere.
  • Distinction: The name you select should be distinguishable from those of competing products or businesses. To avoid confusion, it should be in a completely new business or produce a product that targets a completely different market than an existing brand name.
how to create a brand name

#Launch Your Brand Today

Branding is essential when starting a business and we hope that this article has given you a few pointers on how to create a brand name. With new businesses popping up on a daily basis, having a distinct, memorable brand name can help you stand out. While going through the brand-naming process, keep an open mind and don’t rush your decision. Rebranding is an expensive endeavour, so do it correctly the first time.

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