Tuesday, November 14, 2023
A great brand name isn’t just a label, a mock-up you made, or a generated doohickey through a prompt. It requires real thinking about creating a great name for your brand to live on for years.
You want a brand name that isn’t just good, but magnetic.
A name that sticks in people’s minds, gets them talking, and more importantly, opens their wallets.
Memorability is king. If people can't remember your brand, forget about them buying from you.
The trick is simplicity and stickiness. Short, snappy names that resonate are your ticket to staying power in a customer's mind.
And remember, it's not just about being memorable; it's about being remembered for the right reasons. Think Apple, not some forgettable, convoluted tech jargon.
If you're echoing what everyone else is doing, you're just another face in the crowd.
Be bold, be different, but don’t be bizarre.
Your brand name needs to cut through the noise like a hot knife through butter, standing out in a marketplace that’s more crowded than a Walmart on Black Friday.
A name needs to pack a punch, carrying a story or a promise. It’s not just a label; it’s your first sales pitch.
When someone hears your brand name, they should get an immediate sense of 'Ah, that’s what these folks are about.' No fluff, no filler, just straight-to-the-point significance.
Don’t box yourself in with a name that's a one-trick pony. Your brand name should be like a good suit: tailored enough to fit what you’re doing now, but with enough give to accommodate where you’re headed.
Stay nimble, stay adaptable.
5. Positive Connotations:
Positive connotations are your secret weapon.
Your name has to bring a smile, not a frown. It’s not just a name; it's an emotion, an expectation, a story. Do your homework.
Make sure your name resonates positively across the board, or you’ll be doing damage control instead of raking in profits.
6. Ease of Pronunciation and Spelling:
Make it easy to pronounce and spell.
If they can’t say it, they can’t share it. If they can’t spell it, they can’t Google it. Your brand name should roll off the tongue and not lead to a spelling bee contest.
Clarity is key in an age where word of mouth and online presence are everything.
7. Legally Defensible:
Legally defensible – boring, but non-negotiable.
Your name is a valuable asset. Protect it. Make sure it’s not stepping on any legal toes, or you’ll have bigger problems than just marketing.
A bit of due diligence now can save you a mountain of legal headaches later.
8. Suitability for Web Use:
In today’s world, if you’re not online, you don’t exist.
Your brand name needs to be web-ready – think domain names, social media, Google searches. It’s digital real estate, and you want prime property.
A name that’s a nightmare to find online is like setting up shop in the middle of nowhere.
Scalability – this is about ambition, about vision.
Don’t pick a name that’ll fit your business like a tight shoe in five years. You want a name that grows with you, whether you’re expanding to new markets or launching new products.
A scalable name is like a good investment; it pays dividends down the road.
10. International Appeal:
Last but not least, international appeal. Today’s market is global.
Ensure your brand name doesn’t turn into an embarrassing blunder in another language. The last thing you need is finding out your brand name is slang for a blooper in another country.
Cross-cultural checks are not just a good idea; they’re business-critical.
- Apple (Apple Inc.):
- Google (Google LLC):
- Amazon (Amazon.com, Inc.):
- Nike (Nike, Inc.):
- Tesla (Tesla, Inc.):
- Coca-Cola (The Coca-Cola Company):
- Airbnb (Airbnb, Inc.):
- Spotify (Spotify Technology S.A.):
- Comcast’s “Xfinity” Rebranding:
- Consolidated Brain (formerly Agency.com):
- Tronc (formerly Tribune Publishing):
- Eefoof (Social Media Platform):
- Kuick (Quick Service Restaurant Chain):
- Bungie Cordz (Electronics Accessories Brand):
- Pee Cola (Soft Drink):
- Theranos (Health Technology Company):
Remember, your brand name is more than just a collection of letters. It's the first handshake with the customer, the first step in telling your story.
Get it wrong, and it's an uphill battle to win trust and recognition. Make it clear, make it memorable, and above all, make sure it doesn’t become the punchline of a joke.
I would advise you to not spend too much time in this process because what you should be doing is mainly focusing on client acquisition. Competing with other organizations and making bank.
My earlier businesses had weird names but they made a lot of money through my name. For example, Glazer Kennedy Inner Circle (GKIC.com), which is now Magnetic Marketing.
It is a much much much better name because it is no longer dependent on Bill Glazer or Me. It can become an organization of its own. It can become a sellable asset in the future.
So there you have it. How to create a good brand name that sticks and is remembered for long periods of time.