Changing or developing a brand name is critical–and not an initiative to be taken lightly. If you get it right, you can drive revenue, stand out from your competition, build equity and steer people to purchase your products or services.
Most would agree that Google is great brand name. But what makes a name great? And how do you create one? The answer is process combined with creativity.
Consider these 4 steps to create a great brand name and view the infographic below for iconic examples of technology companies.
Step 1: LOOK AT THE ENVIRONMENT Start by considering all the factors that should guide your thinking:
- Geography: consider translations of your brand name. Wordplay and idioms may not perfectly translate across languages, so it’s important to consider where your brand would be experienced
- Future of your brand: what expansions and changes might you make? Make sure your brand name doesn’t limit you to the way you currently operate
- Company standards: if your brand exists under another company, you need to review that company’s standards and make sure that the name can help to highlight the relationship between the master and sub-brand
- Industry: do competitors have similar names or spellings? What do your industry’s customers value that competitors’ brand names fail to emphasize?
Step 2: BRAINSTORM CANDIDATES Use the information you gathered in Step 1 to brainstorm lists of names featuring a variety of themes and styles referencing your brand strategy. Brand name styles include fabricated, founder, metaphoric, acronym, descriptive and combination. View the infographic to see specific applications of these styles.
Step 3: NARROW YOUR CHOICES Identify a distinct name by evaluating the qualities of great brand names. These may include names that are pleasing to the ear and eye, engaging and memorable, future-proof, truly unique and meaningful. To be meaningful, however, your name needs to communicate why it is “different-better.” Consider Sagefrog’s 4 levels of brand name depth of meaning as demonstrated by Defibtech. Level 4 names typically utilize a Descriptive, Invented, or Combination name style.
- Generic Does not indicate a specific industry or segment
- Industry Healthcare and Medical Devices
- Segment Automatic External Defibrillators (AEDs)
- Company Defibtech offers superior technology in AEDs
Step 4: CHECK AVAILABILITY Finally, check the availability of your favorite name candidates using search engines, domain registrars and trademark authorities to estimate the likelihood that your name is available.
You may also want to work with a marketing agency, like Sagefrog, if you want professional branding and help to generate great name candidates, as well as a trademark attorney to ensure that your new name is clear of conflicts.
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