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Brand Name Development

What makes a winning brand name?

A name that requires no introduction, no explanation and very little advertising to give it clout.

A great brand name is one of the most powerful forces in branding, marketing and advertising. It is at once the story about what makes you different from your competitors and the emotional tug that connects you with your audience—all in one or a few words.

A brand name that wields that much power can only come through a powerful positioning strategy—one that keys in on the kind of appeal that can touch the hearts and minds of your market in a way the world may have never seen. A great brand name can do this and own the talk of an industry. As you can see, there’s quite bit in a brand name.

Brand names have so much riding on them—way too much to leave to already overworked brains of a few employees, tossing around ideas at lunch or entering a contest, as many companies like to approach naming. Those people simply don’t have enough time to take into account the many things that must be considered when developing a brand name, such as: comprehension, memorability, ease of pronunciation, negative and positive associations, competitors, trademarks and domain name possibilities. These are just a few reasons smart companies that need a brand name turn to naming professionals, like Brand Identity Guru Inc., for guidance.

Communicating brand strategy is key to a great brand name.

Words project both meaning and feeling. Your brand name should communicate in a way that fits your overall brand strategy, whether that’s straightforward functionality (PowerBook) or more emotional (Carnival Cruise lines and their “FunShips”). If it does, every time somebody mentions the name, it’s an advertisement—one you didn’t have to pay for.

Great brand names roll off the tongue.

The sound of the spoken name, regardless of what it means, is a big consideration for brand names. An easy-to-understand pronunciation translates across languages and is more likely to be remembered.

Like the last puzzle piece, a good brand name fits right in.

Most established companies (not start-ups) have a set roster of corporate nomenclature for products, processes and services. Any good brand name is going to build on that “naming culture.” Not to do so would squander an opportunity to bring even more value and strength to that “culture” and the overall brand.


A great brand name is the ambassador of your company.

It introduces and characterizes a company to its customers and to the public at large. It also helps differentiate a company’s offerings from the competition’s. As a registered trademark, a great brand name will make these kinds of impressions an official part of a company with actual value on a balance sheet.

How to pinpoint a good brand naming firm.

The most mission-critical aspect of naming a company, product or brand is not the name itself. It is the strategic positioning behind that name. Any professional brand naming company worth its salt knows this and practices it.

A good naming firm can tug heartstrings with their work.

A company name is, in essence, a promise—a testament to what a customer can expect from the product or service behind the name. Isn’t the point of any promise to establish a connection of trust and loyalty from one entity to another? A great brand name can do just that.

Listening for quality and quality.

There are two kinds of qualities a great brand name must have. It must be both strategically sound and linguistically appealing in all the right ways. In other words, the market must gravitate to how the name said and what it says.

Creativity is not just important…it’s a necessity.

Creativity, unfortunately, gives way to practicality and feasibility. Consider this: over 260,000 trademark applications were filed in the United States in 2003 and over 98 percent of the dictionary is registered as a “dot com.” What does that tell you? That all the obvious names are taken, and that it’s going to take some real creative muscle to come up with something no one else has thought of.

A great naming firm should challenge a client.

What the target market thinks of a name is way more important than the opinion of any marketing, branding, advertising or naming guru (even us). That’s why good naming firms utilize cutting-edge research methodologies that give the market the final say on a name choice. We’ve developed such research called the Brand-Aid?. The Brand-Aid? is dedicated to developing proper positioning in the marketplace; click here for the Brand-Aid? research.

No naming project is ever identical. There’s no set formula to arrive at a winner. The only thing you can really control is the kind of work you do to come up with a name. If you do the right kind of work, you’ll likely come up that one special word or phrase. Brand Identity Guru Inc. knows what “the right kind of work” is and has the skills necessary to follow through on that work. Hence, our motto, “Pump Up Your Brand.”

What’s in a brand name? Everything.

When it comes to developing winning brand names, Brand Identity Guru Inc. has no equal. We’re well versed in both the poetic and scientific side of the process. We start by listening closely to our clients and analyzing every detail of their businesses, markets and competition. Then, we create a numerous list of candidates and take from that a small handful of possibilities we, and our clients, think have the “it” factor. The result has consistently been a hard-hitting, brand-driving solution that moves the hearts and minds of a company’s target audience.

To give you an idea of how we’d likely approach your brand name need—whether it be for a company, product or service—here’s an outline of what’s in our arsenal:

  • Analytical survey of the competition. We will completely comb through the entire range of your competitors to determine which brand names and product names are a hit with your market. This information will help the naming team determine the positioning strategy of your brand name.
  • Positioning. Here’s where a great deal of the heavy lifting will happen. We’ll help you hone in on your brand’s core values and create a foundation of understanding and ideas from which a winning brand name will come.
  • Name conceptualization. Proper name development begins by taking the positioning strategy and exploring it from multiple angles and analyzing how you intend to use it in your marketing, advertising and branding efforts. Then, we’ll start creating name options.
  • Trademark. If you’d like we’ll screen promising name possibilities through our trademark law firm to determine the feasibility of using them as brand names. This step is to help you by preventing costly lost time that might occur if your company warms up to a certain name only to find it can’t be used when you try to register it.
  • Creative mockups. A standard component of our naming service is creating conceptual marketing materials that feature promising name ideas. This could include ad treatments, graphical layouts and stories to give you an idea of your future with this brand name.
  • Final deliverable. You’ll get a short list of final, legally feasible names along with an in-depth positioning strategy for each.

As you can see, developing a brand name isn’t a process suited for lunchtime brainstorming or employee naming contests. It’s real work, and should be handled by real experts, like Brand Identity Guru Inc. Give us a call today at 617.504.2305 to discuss your need for a brand name.

Since brands are less protected on the Internet, we can also help you develop a stronger presence in Web search engines such as Google and Yahoo, to minimize the opportunity of competitors to diminish your brand identity or capitalize on it.

To learn more about corporate internet branding consulting services and how Brand Identity Guru Inc. can improve your Internet branding, call us at 617.504.2305 or email us at sales@brandidentityguru.com.

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