Choosing a name for your business or product is one of the most difficult decisions to make. And it’s important to not get caught up in the emotion of it all. When the iPad was first announced, it ignited a firestorm of negative comments. People often claimed that it either sounded like someone from New England saying iPod or some type of new feminine product. Today, however, those dissenting voices have gone silent for one simple reason: the name is now viewed in its appropriate context as a great piece of technology.
Brand names are not meant to stand alone in a vacuum but instead to be viewed in the light of what it represents. When it comes to names, the focus should not be on finding a name that one likes but instead one that works. Brand naming is a process based on principles. In my firm, we use the following seven principles to keep us focused and find a name that fits its context. In order to succeed as a brand, a name should be:
- Meaningful- Does it have some degree of meaning infused? Is it easily explained? Nike, for example, is the Greek goddess for victory. It’s simple and significant.
- Memorable- Is the name easy to remember? Brevity and alliteration are great devices to help ensure memorability.
- Distinctive- Is the name radically differentiated from the competition? 5 Hour Energy, despite sounding a little dull, is completely unique compared to Monster or Red Bull.
- Ownable- Is the name protectable? Is there a direct URL available?
- Likeable- Do we actually like the name? Would the target audience respond to the name? Is it relevant to them?
- Intuitive- Is the name easy to say and spell? Haagen-Dazs ice cream is a great fabricated name but I can’t ever remember how to spell it.
- Flexible- Will this name inhibit the business in the future? Is it too limiting? Is it modular?
While following these principles won’t guarantee that consumers won’t jeer at the name just as they first did the iPad, they do succeed in clarifying the process and work to ensure that the name of your brand is an effective and accurate representation of your entire offering. Your brand name, after all, is the foundation of your brand within the context of what your firm represents. By putting in the effort to develop a meaningful and powerful brand name and backing it up with a solid product offering, the brand will have a great foundation to build from and ultimately become a meaningful and engaging part of its customers’ lives.