Brand naming – Why You Need A One-Two Punch

Naming is probably the most under-rated part of a brand process. While you can build a brand around a name no one likes (or understands), it’ll cost you much more in marketing to try and get it to stick. In his book, Positioning: The Battle For Your Mind, Al Ries states  “the name is the most important weapon in the battle for the mind.”  While you can try on your own, or pay as little as $200 for a list from an online ‘name mill’, ultimately the process should be in the hands of a naming expert. Generating names without checking to see if the domain is available first is a waste of time, and yet many online businesses create naming lists that have not been qualified. They also don’t assess the name as part of a brand process to ensure it reflects the brand essence and positioning.

Naming should be part of an intensive brand process.

A brand can only be constructed with a clear understanding of your audience and your key USP – Unique Selling Proposition, or brand position. Naming is part of that process. Success comes from an intensive investigation and an understanding of language and meaning (and what it means in other languages!) and consideration of both the legal and domain issues that often arise during the process.

Using a Brand Blueprint Process.

Establishing your brand foundation in terms of essence (why you exist), brand personality (who are you?) and brand position (how you wish to be perceived and how you are different and hopefully, unique) is the process we use before we begin any naming initiative. A competitive review is also necessary, as is access to legal trademark databases and the appropriate domain and social media handles for a strong online presence. Once this information has been gathered and qualified, only then do you have an objective viewpoint to assess name options.

WHAT MAKES A GREAT NAME?

A great name is memorable, connects intuitively to your industry while providing differentiation from competitors, and provides a rich platform for marketing. To use a boxing analogy, the first punch (the jab) is a quick gut check – does it feel right and is it memorable? Does it get your attention and setup the story? The second punch (left hook) is the connection to a story that can be rolled out over time and in a variety of media. This hook should have meaning that can be extended and applied even as the product or company changes and evolves. The third punch (the uppercut) is more of a surprise that many don’t see coming. Have you done your research and can you find and acquire the right domain for your online presence? Many companies overlook this step in the naming process. This future ‘brand think’ should be part of the naming process as well.

1st punch (jab): does it have meaning connected to the brand?
2nd punch (left hook): does it have a platform for storytelling across all media?3rd punch (uppercut): can you find a domain?
Knockout: can you trademark it? 

Ultimately, the process of selecting an effective name requires a company or an individual with a strong understanding of language, as well as branding and design. When it comes to language, even the smallest details can make a huge difference. A phoneme is the smallest unit of sound – the letter ‘s’ is an example. ‘S’, along with ‘f’ and ‘z’ are fricatives – they allow air to flow past the teeth and tongue, creating friction. This extended sound is often found in the names of luxury goods like Lexus, Chanel, and Hennessey. Plosives on the other hand – ‘p’, ‘k’, ‘t’, and ‘b’ are exactly that – explosive. Only 1% of words in the English language begin with the letter ‘k’, but 6% of brand names start with it, including Kleenex, Krazy Glue, and Kool Aid.

Finally, whoever you choose to help with naming should be a bit of a pugilist. Finding a domain and legal clearance can take some fancy footwork and stamina. Being flexible doesn’t hurt too, as sometimes a small shift can provide legal clearance. And finally, if you want a fairly simple .com domain, be prepared to pay.