Beyond Words: On Brand Naming & Positioning for Long Term Success.

Many battles come with launching a brand.??

Some are unique to the corporate or entrepreneurship world. However, there’s one battle, and neither of them is spared.

“What do I name my brand?”

If you invest proper time and effort into naming your brands, it’ll continue to pay off years later.?

I’d give you two examples from my real-life experiences.

The first would be spotlighting one of our portfolio partners, Cleva Banking.?

The first time I spoke about Cleva Banking at an event, the conversation quickly tilted to the other person complimenting the brilliant name.

Let’s paint a picture together.?

This person, let’s call them Sarah, goes home and engages a friend in a conversation about this brilliant brand name, “Cleva Banking” that she heard about Then Sarah’s friend inquired about what the company is about. To be sure, she whips out her Google, searches for the name, and stumbles upon the website.?

Out of curiosity, she realises it’s a platform that helps Africans create a free USD account and get paid easily without being a US resident.

Sarah gets even more excited and preaches the gospel to her freelancer friends who have been frustrated and complaining about the payment gap when working for foreign companies. Then, her friends tell their friends, and the cycle continues.?

Word of mouth is still one of the most potent and trusted forms of marketing.?

A bot can’t track these offline benefits but grow over time to ignite brand interest and customer loyalty. (I have a detailed post on this coming; follow my page so you don’t miss it.)

Fun fact: This is more than a picture.?

In only the first month of our partnership, Cleva went up from having no digital footprint to 6,000+ organic search volumes. Recently, we got backed by YC and raised millions in pre-seed.?

It’s situations like Sarah’s offline & online that compound over time and deliver results like this. It’s safe to say we got free PR, right??

That’s not all.

It was a no-brainer when I showed my team at @Pixxis Cleva’s brand brief. We unanimously saw the opportunities to do a lot with that name. It was easy to draft punchlines like “Get the Cleva Advantage…, Cleva Decemba, Cleva Insida”, etc, to anchor campaigns across various touchpoints.??

The results were massive, driving organic engagements, sign-ups and increased revenue. A good name means versatility and makes it easier to win in marketing

When you pay attention to small details like this in your business, it subconsciously registers in users’ minds that "these guys are meticulous and pay attention to details; how much more are my needs?"

Photoshop is another perfect example. The name is so excellent and functional that even doctored videos are called “Photoshopped.”

Photoshopped pictures have become a staple in social media terminology that many people forget that it’s an actual editing tool.?

I was conversing with someone with an Eureka moment when I brought this up.?

A good brand name gives you a headstart to break into the market, win the hearts of your audience, and become a global brand.?

The age-old tip to getting it right is making it simple, easy to remember, and short. Think Google, YouTube, Facebook, iPhone, etc. They all tick the boxes easily.?

I’m Gideon, founder of Pixxis Agency, and I am open to connecting. Subscribe to this newsletter as I share more intricate details of my weekly journey of building my agency. See you next week!

You can also write to me here: [email protected]

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What’s your POV? Do you believe brand naming is essential, or does good marketing compensate regardless?

Tell me in the comments.