By Owen Fay . Posted on February 17, 2023Brand names surround us every minute of our lives. We drink our favorite brand of coffee in the morning, brush our teeth with a definite brand of toothpaste, and drive to work in a familiar car model.
Nowadays, almost every name of an object is associated with a brand name, and sometimes the brand in everyday language replaces the name itself: I left my Ford in the parking lot, where is my Apple?
If your task is to create a brand name that also appears in everyday speech, becomes a living reflection of the product, and evokes lasting associations, you will have to work hard. It is better to familiarize yourself with the Brand Name Guide, which will make solving your task much easier.
1. Creating a Brief
Your brand has only 7 seconds to make a first impression. It is important to make it significant, so you should write clearly and thoughtfully what you want in your name:
- Either the name must be directly related to the product (Big Burger), be the name of the owner or founder of the company (Tom Ford), or have a geographical reference (Amazon);
- The length of the name plays the biggest role in its success. Plenty of brand managers believe that the shorter it is, the better, so there are a lot of brand names on the market that consist of 3-4 letters. The acceptable length, which is perfectly memorable and easy to use, is 3-4 syllables.
- Could it be an abbreviation or a combination of parts of several words? The research has shown that 72% of the best brand names appeared from words or acronyms. There are enough examples in the branding world: Tesco, BMW, KFC, Adidas;
- You can also use a few short, similar-sounding words in the title: Chop-Chop, Coca-Cola, and TikTok.
Use the briefing to include all the details. With its help, the contractor will understand what kind of result you expect and create a successful designation. He will solve the tasks and meet your expectations. The briefing must separately indicate what not to use in the title. For example, not all company owners want their names to be neologisms, and some of them do not allow the use of first and last names in the brand name in any form.
Another mandatory question of the briefing is whether the brand name should be used unchanged in the website address. If yes, the use of symbols is limited, especially since you still need to check the name for free domains in the selected zone.
2. Entry Into New Markets
Today the market is unpredictable, today, you are creating a name for a start-up, and tomorrow or a year later, it will be an international conglomerate with branches around the world. Therefore, you first need to consider positioning the brand identity in the international market. This leads to the next problem – linguistic perception.
There are many examples when the name of a company had to be changed locally, or something in the spelling was changed when entering the market of a certain country. The most striking example that is given to all novice brand managers is the name of the Toyota MR2 model. When entering the French market, the company faced the problem of pronunciation and translation of the model name into French: MR-Deux, consonant with the French merde, which means “shit.” It is hard to imagine what would happen to this model on the market if marketers did not bother themselves too much and did not analyze the name in the languages of all countries where the concern was going to sell its cars. Such verification takes a lot of time, but in times of globalization, it is necessary.
3. Name Protection
This point is extremely important, especially if your brand plans to enter the international market in the future. Always consult with lawyers to ensure you can legally use and protect your chosen name. Many large companies proactively register multiple names for future use. Even if you create a name that seems original and isn’t mentioned anywhere, it doesn’t guarantee someone else hasn’t already registered it. To avoid legal issues, thoroughly check all your options for legal “purity” and secure your brand name early on.
4. Writing Rules
This is a very, very important point. Even if it seems to you that your company is very far from being mentioned in the press or on the Internet, spend extra time and effort creating rules for using and writing the name in open sources of information.
A striking example is Yahoo! Even now, the idea arose of how to write it, with or without an exclamation mark. The situation is even worse with the name, which? If the sentence is written incorrectly, then the reader can bring the name into context and meaning, like a word, moreover, an interrogative one. It is especially difficult with such titles in the headlines.
Capitalization, Spelling, and Global Considerations
How should brands like ASDA, ASUS, and others present their names? These companies write their names in all capital letters, but the issue arises because these names are not abbreviations. According to language rules, they should ideally follow standard capitalization, with only the first letter in uppercase and the rest in lowercase. However, inconsistencies in how their names are written in the press and electronic media often cause a loss of recognition and undermine the uniqueness of the branding.
https://www.oberlo.com/blog/branding-statistics
Another critical consideration is the pronunciation and spelling of the brand name in different languages. Only individuals with impeccable literacy should define the correct spelling of a company’s name. To avoid awkward situations or errors, ensure that all documents, manuals, promotional materials, and press releases go through rigorous checks. Services like Essay Tigers can help maintain accuracy and professionalism in writing.
It is highly recommended to create a separate guide for translation, transcription, and spelling for each country where the brand operates. This will help preserve the global integrity of your brand’s perception. While it is impossible to control how all users and authors mention your brand, ensure that official platforms and reputable publications adhere to a consistent style in each country.
How to Test Your Brand Name
Brand name testing is critical. Since the way naming is perceived by the target audience greatly affects the success of the company as a whole.
To understand which name will be best perceived by the target audience, you need to select a list of possible options. After that, survey users. Make sure the sample is large enough. This will make the test results more accurate.
Prepare questions or ask respondents to write associations that evoke the suggested names. Next, you need to do an analysis. Choose the name that best represents your brand values ​​and positively impacts your target audience.
FAQ
Why is it important to have rules for writing a brand name?
Having clear rules for writing a brand name ensures consistency and professionalism across all platforms. It helps maintain brand recognition, avoids confusion, and strengthens the brand’s identity, especially in global markets.
How can I choose a brand name that resonates globally?
To select a brand name suitable for global audiences, consider cultural and linguistic perceptions in target markets. Test the name for potential misinterpretations, ensure easy pronunciation, and verify domain name availability.
Should my brand name always appear in capital letters?
While some brands like ASDA or ASUS use all-capitalized names, it’s not always necessary unless it’s part of the branding strategy. Ensure the style aligns with your brand guidelines and is consistent across platforms to maintain recognition.
What are the best practices for testing a brand name?
The best practices include creating a shortlist of potential names, surveying your target audience, and analyzing their feedback. Use online tools or focus groups to assess how well each name aligns with your brand’s values and resonates with the audience.
How can I protect my brand name legally?
You can protect your brand name by registering it as a trademark in your target markets. Consult legal experts to ensure the name is unique and compliant with trademark laws. Proactive protection safeguards your brand from future disputes.
Conclusion
The brand name is fundamental to the company. Its creation must be approached carefully and deliberately. Use our recommendations to develop a powerful naming that will reflect the brand values ​​and create a favorable image for the target audience.
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