The case of the “awful awful burger” : Choosing the right brand name

On a recent trip to the US, I came across the delicious ‘Awful, Awful Burger’. Made with all things tasty and calorific, it appears to be a very popular among folks who live in Las Vegas. Interestingly, just a quick stroll away is Terrible Herbst, with an attractive ‘Unlimited Car Wash’ scheme. These brands got my attention (and my money) – but eventually made me think about brand names and their impact on the world around them

The names I mentioned are attention grabbing and the exact opposite of their brand promise. Now traditional marketing says it is critical to come up with a nice catchy name, which stands out, is differentiated and also communicates brand values. Plus it needs to have a domain name and be available for trade mark. Not an easy job.

As a marketing person, I have always depended on my agency partners to come up with something appropriate. And sadly, have preferred to stay with the conventional or safe choices. Perhaps it was because the brands I handled as a CMO were big and their new launches needed to fit into their existing imagery. Or may-be I just lacked creative imagination. 

Today as a consultant, who works with start ups and established firms, it is evident that the rules of the name-game are changing. Brands are getting launched daily and end up fighting for mind share and digital share of voice. Hence the right name is becoming increasingly important.

So here is a refresher course on choosing a brand name from a practitioner’s perspective :

1. Keep it Simple
   • Short and simple – 5-10 letter words still work
   • Make sure it is easy to pronounce. Else people will not call for it by name.

2.   Let it have some meaning

• If a word means something – it has double the power and needs less money for comprehension & recall
• Please avoid names which mean unpleasant things in vernacular languages. It’s not funny and trade partners are not amused.

3. Resonate with the target audience

• If it’s a youth or high style brand – being irreverent or quirky is great. But if it’s a serious B2B offering being evaluated by a CFO – it would be prudent to stay in neutral territory

4. It helps to have a story

• We have come across cases when a firm’s name means something deeply personal to the founder – a back story or sense of origin or perhaps the name of a loved one. These are inspiring to the people within the firm and make a great story outside

5. Keep some options alive

• Looking for a domain name or a register - able name is tough. Don’t get hung up on one option and keep a few ready as back up. Time is often of essence.

In summation:

Choosing the right name is a critical part of a brand’s journey. Brand owners need to think through the decision and make the right choice. They need to choose a name that resonates with them and their customers in a complex, competitive world.

Please comment and let me know what you think. 

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