Naming your company, product or service, either new or old, is a great opportunity. If you get it right it could put it on the “map”, increase awareness, and spark buzz from the marketplace. However, if you get it wrong it may make you invisible, mis-represented or non-existent. Naming is a mix between an art and a substance but these 5 tips should help.
- Don’t be (or want to be) like everyone else
Avoid this curse of human nature. While you may see something successful in the marketplace, such as a well-known brand/product, I would encourage you to be inventive and avoid the need to duplicate. Strong names and brands have been built, which is how you should approach your naming process. This is an opportunity to establish and build a strong name/brand while differentiating you from your competition.
- Remember what’s important to your target audience
Before you start naming, make sure you’ve reviewed and refined your brand positioning so you know exactly what your target audience is looking for and wanting (even if they might not know it yet). As discussed in tip 1, you should also position yourself as distinctive. Avoid how you want to be positioned or perceived rather position yourself as what your target market is expected.
- Be simple
Basically, don’t say everything. A good name (or brand) is an entry point. You create interest by intriguing your audience not by telling them everything. You can capture their attention and then provide information after, through packaging, advertising, website, social media etc.
- Avoid trends
Create a name or brand that will last longer than the recent trend, such as dropped letters, juxtaposed concepts, slang or “trendy” acronyms. Select a name that you’ll be able to present with pride for longer than a few years (or trend).
- Check your grammar
Don’t lose perspective and be mindful of spelling, grammatical and pronunciation issues. Also, consider how your name is interpreted in the media as well as in other countries, languages, etc. Be sure to take your time and review your choices.
A brand, product or service name is extremely important to creating awareness and engaging your target audience. This is an opportunity – don’t waste it.