The brand is all about sustainability and doing good starting with yourself.
The name Innocent is not just descriptive about the qualities of the product it sells.
The actual word contains everything that the brand is about, including its long term strategy.
We call this a metaphor name.
The next step for us is to learn the basic rules on how to create a name. Let's start by looking at the qualities good, effective names share.
First a name must be meaningful. That is, it must communicate something about the essence of the brand, like Innocent does. It must support the image that the company want to convey.
Linked to this, an effective name must be future oriented. So it positions the company for growth, and change, and ensures long term success. Contained in the name must be this idea, that is full of possibilities like, it has long legs.
The luxury brand Montblanc, also a good metaphor, works well as well. Get ready to reach the highest highs. Prepare yourself for a life of success.
The ownership of Apple's i works in this direction. It stands for smart and is a good prefix to its different innovations. I was in class the other day and someone invented the ifridge to refer to the smart fridge, pretty also.
Third, it must be easy to remember, pronounce, and spell. Creative is good, but if end up with something, you can not remember how to write, your brand will be contaminated.
Fourthly, it must be protectable. It has to be owned by your company and trademarked accordingly. So in the process of creating a name, please, please make sure the domain is available from the word go. And if it isn't, then buy it. Word goes that the global brand GAP could not establish itself in Madrid because there is a little haberdashery in north of the city with exactly that name, and it was protected by them.
Finally, but not least important, your name must be positive. All markets in which a brand exists should interpret the name positively, and it must have no negative commentations. Sometimes you encounter big blunders like Herpes Pizza or the wellness brand Sidroga, which in Spanish means, I drug myself. Be careful with this.
On top of this, never forget that a name, like so many other elements in the brand identity, needs to be visual. It must land itself well to graphic representations and its logos, and texts, and all the different brand architecture including as was said brand and line extensions. Let's look now at the different type of names.
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