Brand Naming: Creating First Impressions That Last
The Idea in Brief
THE NORTH STAR
A brand name should pique your audience’s curiosity and make them want to learn more. And it should be clever or symbolic while offering a feeling or promise to your audience that fits with your brand’s objective. This is a lot to ask in just a few words!
THE CHALLENGE
Many companies use functional or descriptive names and overlook the importance of conveying a feeling with their brand name. Some do not do research because they think naming decisions are too subjective for research. This can result in names that lack impact, cause confusion, or fail to ladder up to a company’s branding.
THE SOLUTION
Use a structured yet creative process to carefully develop your brand name that includes research at key points. This will help you develop a strong name that makes a great first impression, keeps your brand memorable, and fits with your brand’s position.
"A great brand name is the cornerstone of a great brand. It sets the tone for everything your company does and is often the first impression you make on customers."
— ALINA WHEELER ¹
Why Your Brand Name Matters
Your name is often the first thing people notice about your business. It is not just a word; it is the introduction to your brand story and the core of your brand identity. A strong name evokes what your brand stands for and its promise—all in a way that’s easy to remember and instantly recognizable. The right name can help your business standout and be remembered. Here’s why choosing the right name is so essential:
Differentiates Your Brand: A unique name builds brand recognition, helping customers recall your products or services over others.
Builds Trust and Credibility: An authentic and relevant name can help in building trust in your brand and makes it more attractive to your audience.
Shapes Customer Perception: A name alludes to your brand’s story, creates an emotional connection, and encourages people to engage with your business.
Facilitates Growth: A strong name fosters brand loyalty and allows your brand to evolve over time without losing its impact or relevance.
Creating a name that achieves these goals requires both creativity and strategic planning. This process involves knowing what your brand represents, generating ideas that reflect its values, doing thorough desk research to avoid any legal challenges, and doing market research to check resonance with your audience.
Brand Naming Process
Choosing a brand name doesn’t need to be overwhelming; it can be a positive and engaging experience with the right plan. Start by understanding your brand’s core identity—its values, mission, and position in the market. This insight forms the foundation for generating name ideas that truly represent what your brand stands for.
When we renamed our own company from Hot Iron Brands to Qwerry, we prioritized three positioning territories which provided anchors and areas of focus as we moved through our naming process. You can read more about how this structured, yet creative approach led us to a name that embodies our brand’s essence and resonates with our audience here.
Get creative by thinking about names that evoke the right emotions and connect with your audience. Look for inspiration everywhere—from social media trends and cultural references to unique words that capture attention.
After brainstorming a variety of potential names, narrow them down to those that align best with your brand's goals and resonate with your target market. Check each name for legal availability, such as trademarks and domain options. Gather feedback from your team to see which names stand out the most and create stories around each name to show how it fits with your brand’s promise and position in the market.
Finally, test your top name choices with your target audience to find the one that best communicates your brand message. This step-by-step approach turns the naming process into an exciting and strategic journey, leading to a name that is memorable, meaningful, and aligned with your long-term vision. ²
The Example of "Slack"
Consider "Slack" as an example³—a unique brand name that is simple, memorable, and full of meaning:
Short and Memorable: "Slack" is easy to pronounce and recall. Its simplicity cuts through the noise, making it instantly recognizable.
Conveys Ease and Efficiency: The name implies a relaxed, efficient approach to work, which aligns with Slack’s mission to simplify workplace communication and eliminate unnecessary tasks.
Versatile and Adaptable: "Slack" gives the company the flexibility to expand into different areas while staying true to its name.
Global Appeal: It is straightforward and easy to understand across languages, helping Slack connect with users worldwide.
Stands Out in the Market: Using a name that is both familiar and unexpected helps Slack stand apart from traditional, corporate-sounding competitors.
Builds Emotional Connections: The name "Slack" suggests simplicity and ease, appealing to users who seek effective and user-friendly tools.
Steps to Finding Your Perfect Name
Developing a strong brand name involves several key steps to ensure it resonates with your target market, aligns with your brand's mission, and stands out in the competitive landscape. Begin by getting clear on your brand’s mission, vision, and values. This clarity will guide you in creating a name that truly reflects your brand's essence and supports growth over time.
Next, explore creative ways to generate different types of names. Use metaphors, cultural references, and inventive language patterns to come up with something unique and memorable. Keeping the brainstorming process open encourages ideas that leave a lasting impression on your audience.
Research is critical to ensure your chosen name is viable. Check for trademarks, domain availability, and cultural factors that might influence how people perceive your name. Testing your name with your target market helps ensure it will resonate and perform well across all channels, from your website to social media.
Maintain an objective perspective by gathering diverse opinions and considering different viewpoints. This approach ensures that the final name choice resonates with everyone involved and remains true to your brand's identity. A good name should also be flexible and scalable, allowing it to grow with your business and continue to build brand value over time.
Tips for Picking the Perfect Name
Keep It Simple: Choose a name that is easy to spell, pronounce, and remember. A simple name is more likely to stick in people's minds and be shared easily across social media or word of mouth.
Be Unique: Aim for a name that stands out from your competitors. Originality makes your brand more memorable and sets the stage for a distinctive visual identity that captures attention.
Reflect Your Brand's Story: Make sure your name communicates what your brand is all about—its mission, core values, and unique personality. It should give potential customers a sense of what to expect from your brand.
Think About the Future: Pick a name that can grow with your brand. A timeless and flexible name allows your brand to adapt and expand without feeling limited or outdated as your business evolves.
Test It Out: Share your name options with people who fit your target market. Get feedback on which names resonate and understand why they do or don’t work. This insight helps ensure your chosen name connects well with your audience.
Check for Availability: Before you finalize a name, make sure it’s legally available and free of trademark conflicts. Also, check domain availability to secure a strong online presence.
Final Thoughts
Your brand name is more than just a label; it’s a crucial element of your brand’s identity and the first impression you make. It should capture your brand's essence, connect with existing customers, and help build loyalty over time. By taking a thoughtful and creative approach to naming, you can find a name that truly stands out, aligns with your vision, and drives long-term success. Investing in the right name is a vital step toward building a strong, enduring brand identity that thrives in today’s competitive market.
SOURCES
(Wheeler, 2024) Designing Brand Identity: An Essential Guide for the Whole Branding Team.
(Altman, 2019) Don't Call It That: An Original Naming Workbook
(Slack, 2024) Link: https://slack.com/
