Creating a standout brand name in a world with over 330 million companies can seem like a daunting task. From global giants like Apple and Coca-Cola to small one-person businesses, the competition for a unique and memorable name is fierce. Here’s a structured approach to playing and winning the name game.
Step 1: Select the Type of Name
According to Jonathan Bell, founder of the American branding-agency WANT, there are seven categories of brand names, each with its own unique characteristics and strategic advantages:
1. Eponymous Names: These names, like Disney and Burberry, embody the vision and beliefs of their founders. While they can be effective, they sometimes come across as self-serving unless they carry significant legacy value, as seen with Adidas (derived from Adi Dassler) and Tesla (an homage to Nikola Tesla).
2. Descriptive Names: Names like American Airlines and The Home Depot clearly describe what the company does. However, these names can be long and challenging to protect legally.
3. Acronyms: Acronyms like GE (General Electric) and BP (British Petroleum) simplify descriptive names. Some, like KFC (formerly Kentucky Fried Chicken), are strategic rebrands to modernize or avoid negative connotations.
4. Real Words: Brands like Uber and Slack use real words to suggest attributes or benefits. However, finding available real words is increasingly difficult due to the sheer number of existing companies.
5. Composite Names: Names such as Facebook and Ray-Ban combine two words to create a memorable impact. These names are effective but require creativity to stand out.
6. Invented Names: Companies like Kleenex and Pinterest create unique names by modifying existing words. These names can be highly distinctive but risk sounding artificial if not carefully crafted.
7. Associative Names: These names, such as Amazon and Sirius, reflect imagery or meaning related to the brand. They often evoke a powerful connection, enhancing the brand's identity.
8. Abstract Names: Names like Rolex and Kodak have no intrinsic meaning but use phonetics to create a strong brand presence.
Step 2: Decide What the Name Should Convey
A great brand name should stand for a big idea that resonates emotionally. For example:
Nike: Conveys the idea of winning.
GoPro: Emphasizes heroism.
Apple: Represents simplicity and usability.
Google: Reflects the vast ambition of organizing the world's information.
Avoid names that simply describe the founder, the product, or the location. Focus instead on creating a name that captures the essence and vision of your brand.
Step 3: Ensure the Name Is Available
Finding a unique and available name might require generating hundreds or even thousands of options. It’s crucial to check that the name:
Isn't already taken by another company.
Doesn't have negative connotations in other languages or cultures.
Case Study: Alphabet
The name "Alphabet," chosen by Google's parent company, exemplifies an effective brand name:
It symbolizes the fundamental components of language and communication.
It links playfully to the subsidiaries (G for Google, C for Calico, N for Nest, etc.).
It appeals to investors by suggesting an "alpha bet" or a high-performing investment.
Despite not owning the alphabet.com domain (held by BMW), Alphabet chose the innovative web address abc.xyz, demonstrating that traditional URLs are less critical in the age of social media and search engines.
Conclusion
Creating a great brand name requires thoughtful consideration of its type, meaning, and availability. By following this structured approach, you can craft a name that not only stands out but also deeply resonates with your target audience.
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The information for this article was gleaned from Jonathan Bell's TED talk "How to create a great brand name", which can be viewed here.
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