NAMING YOUR BRAND
The importance of the name.
A name sticks for life and because it gives personality to your brand and your product.
The right name captures the imagination and connects with the people you want to reach. A name is transmitted day in and day out in everything, in your conversations, your emails, your voicemails, your websites, on the product, on your business card, during presentations, so the wrong name for a company or product or service can hinder all marketing efforts to miscommunication or because people cannot pronounce it or remember it,
it can subject the company to a necessary legal risks or even alienate altogether a market segment.
Thus, finding the right name that is legally available is an enormous challenge, one of the most difficult things that you will do and as such it requires a very creative but also disciplined and a strategic approach that helps you come up with the best most appropriate option.
it has to be timeless, it has to be tireless, it has to be say easy to say and remember, it must stand for something and it must facilitate brand extensions, but also it sound has to have certain rhythm and it must look great in the text of an email and in a logo. So, as with the logo when you are create, creating a name start in black and white.
THERE ARE 7 TYPES OF NAMES YOU CAN WORK WITH;
1- FOUNDER NAMES are just that brands have taken the name of the founder.
It is easy to protect and it satisfies egos but the downside is that these founder names are inextricably linked and tied to the real human being think Disney, Ralph Lauren, Tommy Hilfiger, Gianni Versace, Valentino
2- DESCRIPTIVE NAMES conveyed the nature of the business and clearly communicate the intent of the company.The problem is that as the company grows and diversifies the name may become limiting and some may be so generic they will be difficult to protect and their own examples of these names are Toys R Us, American Airlines,
3- Kleenex and yes you get the gist. You now called Kleenex to any wipe. It is a category GENERIC NAME. Fabricated names are made up names they are distinctive and easier to copyright. Companies will invest highly in order to educate the market as to the nature of the business, service or product. Kodak is a very good example of this.
4- METAPHOR NAMES are exactly that a metaphor things, places, people, animals, processes, mythological names, or foreign words that can be used to allude to a quality of a company. Think about Jaguar and the strength of Jaguar or Patagonia and recently Tesla they are good to visualize and often tell a good story.
5. ACRONYM NAMES are the most difficult to remember and the most difficult to copyright, there are so many acronyms that new ones are increasingly more and more difficult to learn and require substantial investment in advertising like DKNY, CNN, GE, IBM i.e.
6- MAGIC NAMES alter world spelling in order to create a distinctive protectable name for example, the brand Cingular with a c the wireless brand that now belongs to AT&T started with c for singular but to come from the singularity of the brand.
7- COMBINATION NAMES COMBINED TYPE NAMES, Facebook or my favorite Ray-Ban of the few examples.
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