WHAT MAKES A
GREAT BRAND NAME?
Got a killer idea that you think will single-handedly save your industry? Incredible! But one of the first steps you need to take when it comes to marketing that idea is coming up with a great brand name that gets the essence of what you do across to potential customers.
However, it’s not as simple as coming up with a pithy word and slapping it across all of your branding. Effective brand names are distinctive and memorable, but that also means they’re not as easy to come up with as you might think.
Qualities of a great brand name
A good brand name should be easy to say and spell, which will help make it memorable to your customers.
Even if it doesn’t relate directly to what your business does, a brand name should have some kind of relevance to your products or services. Avoid using a name that’s too bland, or based on generic terms and keywords.
A great brand name helps customers feel connected to a company, and evokes a feeling or memory which they can relate back to your business.
A great brand name needs to merge all of these factors into an original package, but there’s also one last thing to bear in mind. If you really want your brand to stand out, you’ll need to make sure the brand name you’ve come up with has an available .com domain to match. At Novanym, we have thousands of brandable domains which are designed to fit companies in any industry sector you need.
Should I use a 'meaningless' brand name?
Even if the words which make up your brand name don’t have any clear meaning, a 'meaningless' brand name can still convey a lot. Invented words like Kodak or Lexus have their own style and personality, creating an impression amongst customers which has helped them become synonymous with their industries. If it's carefully chosen, a nonsense word can still make for a great brand name, fitting with your business, and be relevant to your customers.
For example, 'Intel' doesn't mean anything, but as the start of the word intelligence, it suits a computer company. 'Burberry' is structured like a conventional name, which gives it a sense of tradition, which is perfect for a business that trades on its heritage. Conversely, 'Smiggle' is a light-hearted and fun two-syllable word, whose playful nature clearly relates to its youth demographic.
How descriptive should my brand name be?
When you're starting out, it's tempting to try to come up with a brand name which clearly describes and explains what your business does. As tempting as that may be, it’s a lot of pressure to put on a single word. If you use generic terms, or simply describe your business in a functional way, your brand name will just blend in. It won't just describe your business, but all of your competitors, too.
Coming up with a brand name which is too descriptive will also limit your potential to expand or develop. A printing company called FastPrinting, for example, will never become a brand name - and it will never be able to diversify into website development or marketing.
Think of it this way: at the time of its launch, Amazon didn't sound much like the name of an online bookstore. But we all know that the Amazon is a very big river, so it suggested a scale which the company aspired to - and it stuck in our minds. And that name allowed it diversify into the global force that it is today. Would Amazon be so successful if it was called BooksOnline? Or, as was the original intention, Cadabra?