The art and science of choosing a brand name

Naming a brand, product, or service is more than just a creative exercise; it's a strategic imperative. The name you choose can significantly impact your brand's perception, memorability, and overall success.

Getting it wrong can also have serious implications. And there’s more to it than meets the eye. It’s as much art as science. If you’ve ever tried to name your own product, brand (or newborn child), you’ll be well aware of the sleepless nights, the hair-tearing and the inability to think of anything else for months on end. And no, ChatGPT can’t do it. It’s a tough one to get right, but well worth the pain.

But Does a Name Really Matter?

Yes. It matters a lot. A name is not just a label; it’s a powerful tool that initiates a relationship with your audience. It’s the opening line of your brand's story, setting expectations and shaping experiences. A well-chosen name can:

Convey your brand's essence: what your organisation stands for and sets the tone for customer interactions.

Influence decisions: guides consumer choices and can evoke strong emotional connections.

Build equity: build value and become an invaluable asset over time.

The Challenges of Naming

Having worked on brand strategy for over 20 years and named dozens of brands, we know that it’s quite often the hardest part of the process.

Here’s why:

Subjectivity: Personal biases and knee-jerk reactions can influence decisions, making it challenging to remain objective. Multiple personalities involved can also delay decision making.

Availability: With the proliferation of brands, finding an available domain name or trademark can be a significant hurdle.

Future-proofing: Will the chosen name work if the business decides to expand into new products/markets?

Cultural Sensitivity: A name that works in one language may have negative connotations in another, necessitating thorough research and sensitivity checks.

Trends and Durability: Names can fall victim to trends, potentially losing relevance or uniqueness over time.

So what makes a good name?

A good name generally fulfils four key criteria:

1. Semantic Value: It should convey the right idea or attitude, resonating with your brand's identity.

2. Phonetic Structure: It must be easy to say and remember, enhancing recall and recognition.

3. Strategic Impact: The name should align with your business objectives and support your brand’s strategic goals.

4. Availability: It must be legally ownable, ensuring it can be protected and used without infringement issues. In addition, getting a good URL can also be a challenge.

Some examples of well known brand names

Google

Concept: Derived from "googol," a mathematical term representing a 1 followed by 100 zeros, reflecting the company's mission to organise vast amounts of information.

Nike

Concept: Named after the Greek goddess of victory, symbolising strength and triumph.

Amazon

Concept: Named after the world’s largest river, reflecting the company’s aim to be the largest online retailer.

Coca-Cola

Concept: Named after two of its original ingredients: coca leaves and kola nuts.

Kodak

Concept: George Eastman wanted a name that started with a "K," a letter he thought was strong and incisive, and that would be distinctive and not have any associations with existing words.

IKEA

Concept: Combines the initials of founder Ingvar Kamprad, his farm Elmtaryd, and his village Agunnaryd.

Starbucks

Concept: Named after the first mate in Herman Melville’s novel "Moby-Dick," and evoking the romance of the high seas and the coffee traders of early coffee history.

We have a well defined process for naming, that starts with strategy and looks at different naming areas. We then we brainstorm and compile shortlists, with further refinement, legal, cultural and availability checks, before showing usage and impact. Once a name is selected we start to build the brand around it.

Below are some examples of brand names we've created

Mudano - IT Transformation and data company working in the financial services sector.

Concept: Means "No waste" in Japanese.

Tomoro - AI consultants

Concept: The future. Everyone's future begins with tomorrow. As an AI consultancy, this concept was exactly what they they're aiming for.

Naked - Field hockey

Concept: Stripped back to basics.

Provizio - Autonomous vehicle sensors.

Concept: Provisio in Latin means foresight, care or precaution. It also brings together the words protection and vision.

Hello Possible - Entrepreneurship programme at Catalyst.

Concept: Looking at all the possibilities that come with having a great idea.

Twisted Loop - Growing companies through the use of AI and business consultancy.

Concept: Twisted Loop work with next generation business leaders and forward-thinking investors to enable growth. Throughout all of the brand workshops and discussions, the theme of propelling growth shone through. This led us to explore different ideas around the concept of propulsion. The Twisted Loop name comes from the ring shaped toroidal propellor. Each of its elliptical blades form a closed loop, making it one of the most efficient propellors ever developed.

You can read more about our naming process from the clients perspective in the link below. https://www.twistedloop.com/thoughts/whatsinaname

If you have a business or product that needs a new name, get in touch.

[email protected]