The name of a company is something of the utmost importance, as it is the cover letter for consumers. Having a good naming will not only connect you with customers, but will also allow you to have fame for future projects.
It is a precise task that needs to be executed by the owner, or owners of the company, or by a team specialized in marketing strategies. It is vital that when they hear about your product, they trust it by the name of the company or identify it in a positive way.
If the owners don’t have the name yet, or if you don’t like one of them because you don’t think it’s related to the company, there are a series of steps you should follow. For example, look for the main attributes of the products and find the synergy with the possible logo of your company.
The originality of naming also invites some consumers to take risks with your products. Before placing a name and logo for your company, it is recommended that you take the time necessary to make a decision that can mark the future of your brand.
What is meant by naming in the creation of your brand?
The naming concept can be translated into our language as naming. That is, naming is the action of naming your company or a product. This appointment covers each business area of the company, from the name of the same to the title of the products, services, project or events.
That your brand stands out among the others is essential, the name can create a mental image just by hearing it. The same for advertising or any strategy you have to connect people with your company.
Also remember that you can relate naming to the culture of your country or direct it to a specific audience. The effect is direct, as people can more easily identify with your products.
All these are strategies that you should keep in mind so that your brand has a better acceptance.
Importance of naming as a main strategy
Meeting the fundamental objectives of naming will strengthen your brand image. The important thing is to achieve recognition by the public and that the name penetrates easily in the minds of consumers.
For the second to occur, a series of preliminary analyzes must be carried out:
- Internal and external factors.
- Market study on products and services.
- Study of the reception of the public with the product.
After knowing all the results, you can start to consider what are the main qualities of your product and conceive the most original name with respect to the competition.
There are also a series of steps that will discard misconceptions before placing a name that users dislike.
Steps to choose a good naming for your brand
Defining the definitive name is a more difficult task than you think. Many companies have been with the same name for a long time and do not suffer from this problem, but for others it is an almost impossible task, especially due to the lack of creativity.
If you are still not willing to leave it to a specialized team and you want the naming to be completely yours, here are some rules that you should keep in mind:
1.- The message must always be clear
The brand name should be related, if possible, to the service or product that your company is dedicated to.
A bad example would be to have a factory dedicated to the sale of fish called “The Pink Elephant”. With such a name, people would expect anything else and the idea of relating it to fish would be far behind. It is a mockery that denotes a lack of commitment.
The main thing is to have a keyword accompanied by a relevant concept. Even the obvious is better than confusion. For a sale of fish something like “the sailor …”, “fish of the valley” comes in handy. Putting a name in another language is more appealing.
Rhymes or acronyms usually work well and are easy to remember.
2.- You have to know how to measure the length
An extremely long name, even if it is consistent with the product, is not good. “Fish from the river hidden between the mountains …” is a lot of information for a simple product.
The brain also becomes saturated and avoids these kinds of things. From a psychological point of view, for a supermarket list this product would be discarded as it requires a lot of attention.
Both company and product names should be short for consumer convenience and easy recommendation.
3.- The name must connect consumers with the product
Although it seems like an easy premise to fulfill, it is one of the most difficult tasks to materialize. Perfection is considered to have been achieved when both the product and the brand have attractive names. But if you don’t achieve that goal, make sure that at least one of these two meets the requirement.
Take into consideration the following points:
- Language: Normally, the name varies between Spanish or English, but there are regions that speak a third language that could be of inspiration.
- Style: Think about who it will be directed to and look for striking words for that audience profile.
- Sophistication: Like the previous point, carry out a study with other models that have worked.
- Region: This covers culture and religion. They are points that can be added easily.
4.- Fully descriptive
This rule is optional, but advisable. It helps a lot to use acronyms so as not to overwhelm customers. In this way, you can include the focus, the target audience and the goals of the company without the user having to remember it.
It is the only way for the name to include the product or service.
5.- The idea is not only to be updated, but to innovate
To achieve this, you must know the limits between the classic and the new, without going overboard and losing the flow of the main idea.
Striking balance is key, because fashions are constantly changing and the name you choose should last for at least five years. It’s enough time to create a name or change things that no longer work.
You can carry out a study of the names available for your company and modify them slightly to save yourself a little work. You put the final naming, but do not deviate the vision of your brand by the available names.
6.- The Sense should not be missing
Take the example of Google. Its name sounds good for a platform that in its beginnings was dedicated to the search for information. It will also depend on the quality of the product, because a name that does not make sense is very risky when it comes to competing without a reputation.
Remember that random names may have meaning in another culture or language and that this could lead to misunderstandings or complications.
7.- Make it as easy to remember as possible
Many times, the human brain fails to remember some names. The brain seeks to store names in short-term memory, in working or working memory.
When it comes to ordinary life, working memory can be compared to your computer. It is always active and the information is processed at the moment you are working on it. However, many windows are open, so the system begins to fail.
The bad thing about working memory is that you can’t have everything in one place, so you often tend to forget some things. But if you want to be remembered, your brand name must do everything possible to remove the idea of forgetting from the brain.
To achieve this, you have to link the name that your product or brand is going to have to another sensation, attitude or feeling. The types of memory are different, so if your brand name manages to stimulate two of them, whether it is a physical and an emotional sensation, the brain will most likely remember it easily.
8.- It cannot be repeated, it has to be unique
There are many reasons why your brand should be unique. A brand is always going to stay in people’s minds as long as it’s not too fancy. However, for a brand to be unique you have to pay attention to commercial actions.
When your company enters the market, it has a lot of competition before it, so it has to fight to be in the mind of the target audience. But if you can’t get their attention, it won’t do any good. If you choose an easy and common word you will not rise in the Google ranking, nor will you be found in the first positions by search engines. You have to know how to make a difference, creating a name that is totally new and does not break the rules of being short, simple and memorable.