Brand naming

Brand naming: a step-by-step algorithm | 2022

People consume content in huge quantities every day, so it is difficult to develop a company name that immediately sticks in the memory. I tell you how to name a company in order to be memorable to a potential client.

If you’re thinking of a name for your company and you feel as if every possible name has been taken over by a competitor, know this is not entirely true. There are enough tricks to come up with a unique and memorable name for a company or product.

Brand naming

Stages of name development

In order not to get confused and make the task of developing a name easier – divide the process into several steps.

Step 1: Market analysis

Before you start developing names, study the market the company is entering: this way you can see what concepts your competitors are using and create your own. At this stage, you need to determine who your product will be aimed at, and draw a portrait of the consumer. Knowing the desires, tastes, preferences and expectations of the target audience, as well as the behavior and language spoken by the target customer, you will understand which direction to take when creating a brand name.

Stage 2: Generating Ideas

The next step in creating naming is to form the main idea of the brand, which should be conveyed to the target audience with the product name. Generating ideas is a creative process that will facilitate the subsequent task of developing a name. There are special techniques for this.

Write down the first 10 words that come to mind and eliminate them right away. Select an array of words that represent: the mission of the company, its core values, the principal differences from competitors or the final result that the client will receive.

A great way to find the words the company is associated with is by brainstorming. It is a creative technique in which participants in the discussion generate as many ideas as possible.

Making a mind map helps not to lose ideas. Such a scheme thanks to visualization allows you to create large associative rows and navigate well in them. In the center of the sheet is written the main word, and around the associations and related concepts. At Crealeon, we use Miro and Coggle to work with mind maps.

Step 3: Developing a name

There are universal ways to help a company come up with original names. I’ll tell you about the main ones.

Neologisms

A neologism is a new word which is created by using truncation, combining several words, adding a prefix or a suffix. For example, in the name of the service of temporary performers GigAnt, a compound of two words is used: “gig” – freelancer, “ant” – an ant, a symbol of hard work and strength. In addition, the name is consonant with the Russian word “giant” and evokes associations with scale.

Phraseological expressions and myths

The use of associations related to the field of activity allows you to come up with an interesting and recognizable brand name. The name, formed metaphorically, will not tell the consumer directly about the field of activity, but will hint – and very obviously, causing a strong positive association. For example, the Nike brand refers in its name to the ancient Greek goddess of victory, Nike.

Pseudonyms

A name can be based on a fictitious name that speaks to important product features or company values. For example, the name “Bystrov” suggests that their porridge does not need to be boiled: it is an option for those who want a quick snack.

Step 4: Selecting options

After the idea generation and name development phases, proceed to the selection of options. In order to do this, use the following criteria:

Negative semantics. It is better to exclude words with negative coloring or resembling obscene words – swear words. Otherwise, problems may arise with the regulatory authorities.

Cliche words or, on the contrary, difficult vocabulary. Cliches are outdated: combinations of “No. 1” or “market leader” do not attract attention, but are annoying. Complex vocabulary, such as professionalisms, is poorly understood and evokes negative emotions in consumers who do not know the meaning of these words.

Easy pronunciation. The way the name sounds affects no less than the meaning itself. Even without knowing the meaning of the word, we form an opinion about it based on the sound. So, for example, the repetition of words, rhymes and a certain rhythm are easily perceived: Coca-Cola or Kitekat.

Check the uniqueness and registration of the name

When you have screened out the bulk of options and there are about five, it may turn out that your name repeats the name of an existing organization. A non-unique name is not allowed for registration, so it is necessary to carry out a check in advance through . 

Legal registration of the name – a long process, which sometimes stretches for nine to ten months. Therefore, a high-quality preliminary check will save money and time.

Result:

Naming is a painstaking process. In the name you can encrypt the company’s perspective meanings and values, around which the identity and communication strategy will be developed in the future.

Naming involves several stages at once. To create a good name, you first need to analyze the market, and only then generate ideas. To protect the name from the legal side will help register a trademark. A successful name helps to make a product or company recognizable.