Brand naming

How to Navigate the Challenges of Creating a Brand Name
Creating a brand name is notoriously difficult. Over the years, we’ve tackled numerous naming projects for our clients, and we’ve consistently found this to be one of the most complex aspects of branding. The reasons are manifold. Finding a name that works is challenging on its own, and understanding what makes a name “right” or “wrong” can be highly subjective. The process becomes even more complicated when multiple stakeholders with varying levels of experience and understanding of branding are involved.

Additionally, naming is a deeply personal process. For a founder or owner, the brand name often feels like an extension of their journey or vision. This emotional connection can make it harder to reach a consensus. In this article, we’ll explore some key considerations and strategies for navigating the complexities of brand naming.

Different Approaches to Naming
There are several naming approaches to consider, each with its own advantages and disadvantages. Below are some common categories of brand names:

• Acronyms: Examples include BBC (British Broadcasting Corporation). Acronyms are often simple and memorable but may lack immediate meaning.
• Geographic Names: British Telecom, for example, ties the brand to a location. However, in today’s globalised world, geographic names may feel limiting.
• Founders’ Names: Brands like Ernst & Young use the names of their founders, which can lend authenticity and history.
• Abstract and Disruptive Names: Names like Orange or EE break conventions and stand out but may require significant marketing to establish meaning.
• Lexical Names: Etisalat, for instance, plays with linguistic creativity.
• Descriptive Names: Brands like Carphone Warehouse clearly convey their function, making them easier to understand.
• Character Names: McDonald’s is an example of a character-based name, which can humanise a brand.
• Invented Names: These include unique creations like Kodak or Google, offering flexibility and distinctiveness.
• Sector-Specific Names: Royal Mail ties directly to the industry, offering clarity but potentially limiting expansion.

Each of these approaches can be effective depending on the brand’s goals, audience, and market positioning.

Why Names That Sound Strange Often Work
Many successful brand names initially feel unusual or disconnected from their meaning. Over time, these names evolve into shorthand symbols for the brand. Examples include Starbucks, Accenture, and Intel. While their meanings may not be immediately clear, their uniqueness helps them stand out.

Take Google as an example. Its playful and abstract nature, coupled with its simplicity, makes it memorable and easy to use. Similarly, Uber’s abstract name initially puzzled some but quickly became synonymous with convenience and transportation. Investing in marketing can help turn even the most abstract name into a recognisable brand.

Availability: Domains and Social Media Handles
An essential consideration when naming a brand is availability. A great name is of little use if the matching domain name and social media handles are unavailable. Conduct thorough research to ensure that:

• The name isn’t already trademarked.
• A suitable domain name (e.g., .com, .co.uk) is available.
• The name isn’t already in use by competitors, particularly in your industry or other key markets.
• Social media handles are consistent and accessible.

Given the sheer number of existing brands, finding a unique and available name is a significant challenge.

Aligning Names with Strategy
A strong naming process begins with a clear strategy. This involves:

1. Understanding your target demographic.
2. Identifying market gaps and opportunities.
3. Analysing consumer behaviour and brand perception.
4. Crafting a naming framework that aligns with these insights.

Start by brainstorming a long list of potential names. Narrow this down to a shortlist, then conduct availability checks and user testing. Testing can help ensure that the name resonates with your audience and avoids unintended negative associations.

Cultural and Language Considerations
If your brand operates across multiple countries or languages, it’s vital to ensure the name works universally. Check for:

• Pronunciation challenges in different languages.
• Double meanings or unintended connotations.
• Cultural relevance and sensitivity.

An example of a naming pitfalls when a name has a negative or inappropriate meaning in another language, potentially alienating an entire audience.