Elements of a Great Brand Name


You need a great Brand Name.

Think about it.  Your brand name is the first line of communication between you and your potential customers.  Inevitably, a name will elicit either positive or negative responses to a particular person, product, or place.  Often, these responses are based on past experiences with someone or something.  Potential customers often make snap judgments about a product or service solely based a product’s name.  Let’s play a little game: What comes to mind when you hear the name “Nike?” You’re probably thinking about chiseled, athletic people running around in the rain or summiting a mountain while smiling, aren’t you?  I don’t know about you, but I don’t smile while I’m running, let alone in the rain!  But, now you see the point of our little game.  A strong brand name creates a strong bond between consumer and the product. Achieving that bond should always be at the forefront of you mind.

The name you choose for your brand is exceedingly important, so choose wisely!  Whether you acknowledge it or not, your brand name will leave a lasting imprint in the minds of consumers.  Putting the research and hard work on the front end is certainly worth the effort in the long run.



By Rupert Ganzer under CC BY-ND 2.0


Your Brand Name Communicates Your Organization’s Persona.

The name you choose says a lot about your organization.  In practicing good brand strategy, it’s imperative that you choose a name that quickly and concisely conveys your brand’s identity to your customers.  If you sell a line of life-saving equipment to hospitals, you’re probably going to stay away from a fun, whimsical brand name.  Conversely, if you’re in the children’s toy business, you won’t be using dignified and serious sounding brand names for your new line of kid’s toys. I know what you’re thinking: “C’mon man, get to the point.  This is common knowledge.”  Believe me, you’d be surprised to see how a poorly chosen brand name can turn away potential clients.  It happens more often than you would think. Sometimes you need to take a step back and try to look at your ideas from an outsider’s perspective.  Whether or not you are able to do so, you should never be afraid to ask others what they think. What thoughts immediately come into their mind when they hear your brand?

Further Reading:  The Story of Upwork


3 Criteria for a Good Brand Name


1.      Differentiation

Your name must set your brand apart from competitors and leave a lasting impression on consumers (Think branding iron.  Ouch! It sounds a little painful, but you get the point). Being generic or vague should not be a part of your equation.

2.      Keep it Simple (and memorable) 

A good brand name embraces the complexity of the product it represents while remaining memorable enough for people to recall the product quickly.  You want people to remember your brand. Striking that balance between simplicity and creativity is the key to your branding efforts.

3.      Suitability

Does your brand name fit your business and the clients you serve?  Does it serve your organization’s purposes?  Could it easily be used for one of your competitors? If so—keep looking. It is important to look at your brand from all angles. Taking a thorough, well-though out approach and hitting upon all the variables mentioned will certainly be well worth the effort.

By Boris Dzhingarov


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