Branding Stage 1 – A name for your business or product
You may already have decided on a brand name for your new business but if not, take a step back as the right brand name can make a real difference.
Choosing the right brand name is a key part of your company branding strategy and you will be stuck with it for years to come so a little extra thought and effort in the early stages really can pay dividends.
Countless businesses start every year using nothing more sophisticated than the initials of the partners or children. In itself there is nothing wrong with this however in many cases it is an opportunity missed. PBM Electrical, RN Services, JSP Foods don’t really have the same impact as a carefully selected brand name. You only get one chance to name a business so make the most of this branding opportunity!
This aside actually coming up with a brand name for your business or product can be difficult so here are a few tips.
- Create a new name
Google the most recognised search engine in the world created their name based upon a misspelling of the word "googol", (Googol is the number 1 followed by one-hundred zeros) . If you create a new and unique name you will find it far easier to protect your brand and it will also be far easier for customers to find you on the search engines.
- Choose a name in everyday use
Take a word that has a positive meaning in every day use and that says something about the product or service that you intend to supply. “Rapid” for example – Rapid Transport, Rapid Construction, Rapid Design.
The use of the right word can compliment your brand name if it can be positively associated with your business. No point calling yourself Rapid Transport however if you average delivery time is twice that of the competition.
- Create a new names
- Alliteration
- What it says on the tin
Rhyming can make your brand name easier to remember and this in turn can help build brand awareness as customers are far more likely to communicate your brand name to their friends and associates. Consider the business, product or service that you are branding and then list the key products and services you supply. Very Cherry (an icecream)
You can of course take this a stage further and use rhyming for your strap line. A study undertaken by Princetown University found that people are actually more willing to trust in a slogan that rhymes. Now if you can rhyme your company name and your company strap line you have a powerful combination that is memorable and also invokes trust!
“We can improve your understanding and assist with startupbranding!”
This all may sound a bit cheesy but sometimes being memorable can make the difference. Now what was the name of that business that helps companies starting up with their branding?
Similar in a way to rhyming is Alliteration. Essentially using the same letters from the start of each word. This is usually the first, second or third letters. Corton Computers, Starlight Standard, Expert Express. Again try to focus on a key aspect of the product or service that you are branding.
Naming your business after your service or geographical area. Although not inspired this can make your branding more memorable and is also useful when you are optimising your site for search engines. Newcastle Plumbing, Business Branding, Leeds Express Couriers, Liverpool Office Supplies.
The most important thing however is that you are comfortable with what ever name you choose for your brand or product after all you’re the one who will have to live with it!
