Brand naming technique - How to pick the correct name for your product or business
Any individual who has ever needed to think of a name for another product or another organization, realizes how depleting the cycle is, and how the initial enthusiasm is immediately replaced with a sensation of depression brought about by the way that all the great names are already used.
There are numerous articles covering the subject of naming techniques. The vast majority of them center around the list of prerequisites that new name must satisfy – it should be one of a kind, in accordance with the brand image and simple enough to be remembered. The whole of this is valid – the name, all things considered, is the main instrument to reflects the image, and there are numerous brands which have demonstrated that a decent new name can do something amazing. Pepsi was initially called Brad's Drink, Dunkin' used to be Open Kettle and Snickers was called Marathon in the UK. Nonetheless, relatively few distributions notice what certain naming choices may mean for the business later on and what in fact causes the most issues later on.
This post revolves around three significant parts of the naming cycle, which should be examined prior to proceeding with any new name. Considering these variables at a beginning phase can set aside time and cash for organizations later on.
1. Brand engineering decision
The absolute first inquiry you should pose to yourself is whether your commodity really needs another name. In the event that you need to set up another organization, at that point obviously you need to call it something, however for instance, marketing another item, check first whether you can use any current names the organization as of now claims, especially if that has accomplished some degree of brand acknowledgment.
Building another brand without any preparation is for some individuals a favored choice, since it causes them to feel inventive and creative, yet most of the time, it should be the final resort as it requires years to get recognized and is pricey. Instead, you can use one of the accompanying choices (clearly only if you as of now have a solid brand in your portfolio):
– a sub-brand, (e.g., Jack Daniel's Tennessee Honey)
– a supported brand, (e.g., Tru by Hilton).
Every one of these models profit by a more solid umbrella brand.
A brand engineering type called House of brands, requiring new products to have separate names, can be seen simply by organizations with immense advertising budget plans, (e.g., Unilever, Procter and Gamble or somewhat L'Oréal and Nestlé). if you are a private company, in 90% of cases it's an impractical notion, bringing about spending inefficiencies.
In conclusion, when considering the naming and the brand design for your most recent product to the portfolio, think five to 10 years ahead. Think what the following product or service in the pipeline will be, the place where they will stand, how they will exist together with the item you're marketing now, and so forth
2. Theoretical or illustrative
It is enticing to need another name to portray the class it will be working in, in any event somewhat. This is reasonable, as the name would then be able to assume a double job – distinguishing the brand yet in addition depicting the classification to which it has been placed. It sets aside time and cash, as less effort is needed to explain to potential purchasers what you are selling, and it will likewise work to the benefit of your SEO.
Nonetheless, issues will rise when, following a couple of years, you conclude that you would prefer not to be in this market segment any longer and need to expand the horizon of the brand. A couple of renowned brands have encountered this test. MTV (Music Television) is significantly more about youth shows than it was about the music. Dunkin' Donuts changed its name to Dunkin' to all the more successfully reposition itself from a donut brand to a drink first organization.
The elective answer for a name that is "class clear" is to pick a theoretical name which doesn't mean anything specific or has nothing to do with the classification it speaks to, (e.g., Apple, Netflix, Starbucks, Amazon, Microsoft and numerous others). The potential advantages are huge, especially when you have a huge spending budget to help the marketing of the new item or business. In any case, significantly more efforts and more assets will be needed to fabricate brand clarity and to explain to individuals what the brand does.
The initial check you need to run is free and doesn’t take much time – it’s the analysis of your potential digital presence. First of all, see whether the domain name plus the extension you want to use, i.e., .com, .co, .edu, etc. (preferably all of them) – is available. If the URL is already in use, either choose a different name or buy the domain while the cost is still reasonable (it won’t be reasonable when your brand gets bigger). Secondly, ensure that the social media handles are not being in use. Thirdly, check what shows up when you google the new name – is it going to be an easy job to build a meaningful presence in the search results?
The second process is much more complicated. If you have global you’d better check that your newly chosen name doesn’t mean anything offensive in other languages. It’s a daunting process but shouldn’t be ignored. You will thank yourself later. For this a common sense check is all that is required.
3. Two additional means
At the point when you have a bunch of potential names which are "on brief" and you have figured out how to affirm that they are not taken by any other person and you can in fact legitimately use them, you may feel enticed to choose the last name and overlook the following two stages. Shockingly, numerous organizations do this, neglecting to perceive the significance of two extra checks.
The principal check you need to run is in reality very straight & is free and doesn't take a lot of time – it's the investigation of your possible online presence. Most importantly, research whether the URL – your new name in addition to the domain you need to utilize, i.e., .com, .co, .edu, and so forth (ideally every one of them) – is accessible. If the URL is taken, either pick an alternate name or purchase the area while the expense is as yet sensible (it won't be sensible when your image gets bigger). Besides, ensure that the online media handles are not taken. Thirdly, check what comes up when you google your new name – is it going to be a simple task to fabricate a significant presence in the list items?
The second process is much more complicated. If you want to go international, you’d better check that your newly chosen name doesn’t mean anything offensive in other languages. It’s a daunting process but shouldn’t be ignored. You will thank yourself later. You don’t necessarily need to undertake expensive research on the meaning the new name evokes in every single language; a common-sense check should do.