When developed strategically, a good name can make your marketing easier and less costly over the long term. A good name will also become more and more valuable over the life of the brand. We call it brand equity, and it’s something you can start building immediately by choosing your name strategically.
A good name must be memorable, easy to pronounce and spell, capture your brand’s essence, and have longevity. But those are just the basics—there’s much more to consider.
By working with partners who specialize in naming, we’ve established a few guidelines to help you develop a hard-working name of your own—whether for a brand, product or service.
Know your market and how your name will play to it.
Differentiation How are your competitors positioning their brands, products or services? Is there an opportunity to differentiate yours and make it stand out in a meaningful way? A competitive analysis is an important first step toward strategic and successful naming.
Positioning Get more attention by authentically defining your name. It should reflect your brand’s essence and be meaningful to your audience.
Personality Whether friendly, confident, serious or funny, your name should support your brand’s personality.
Emotion A name should engage the audience. It can be literal or suggestive, but it should always make them want to know more.
Extendable Ensure your name has the capacity to inspire both the imagery and design for your visual identity and all marketing efforts. It shouldn’t be limiting in any way.
Consider potential pitfalls and conflicts.
Is the meaning of your new name appropriate in all major languages? Have all relevant cultural sensitivities been considered? Is it distinctive enough from existing trademarked brand names so as not to cause customer confusion?
Think about your online presence.
Be sure your new name is available and can be registered as a domain name. Your domain name should be hyphen-free, as short as possible, and use a key word in addition to being descriptive and compelling.
Remember to also secure alternate versions–including abbreviations and misspellings–to prevent another company from purchasing a domain name similar to yours and capitalizing on your brand equity. Be sure to buy all domain name extensions as well, including .com, .net, .org, .edu, etc.
Protect your name legally.
A good trademark attorney is vital to ensure your new name does not infringe on other trademarks and can be protected as your own in all relevant markets. The US Patent and Trademark Office website provides basic information, and we’re happy to share our attorney referrals with you.
Choosing a strong name is more strategic than you might think. And the best names in the business are very valuable for a reason: they help draw attention, engage an audience, build community, and ultimately, sell more goods and services.
Are you ready to rename your brand, product, or service? Let’s talk about how L&A can help you choose a name that sticks, and build a strong brand in the process.