Support Your Brand with a Solid Name
The process of crafting a name for your product, business, or organization is much like developing a logo. You will have many iterations, different structures, options with meaning, and options that just sound good. And, of course, you will have strong opinions all around about which options are great and which are terrible.
The Good
I don't want to go into the process of naming, as there are many different schools of thought on this. Rather, I wanted to mention the importance of supporting your brand with a good name. A name isn't there simply to be a label or just to sound good--it is there as a supporting brand attribute. The name must reflect your core brand promise and whatever that message may be (playful, smart, sophisticated, etc.).
Everyone loves a good example, so here are some real world names that support and some that don't support the brands that they represent:
Everyone loves a good example, so here are some real world names that support and some that don't support the brands that they represent:
The Good
- Victoria's Secret. An exotic, high class woman's name paired with the idea of privacy is a surefire fit for a high-end lingerie line.
- Uno Chicago Grill. Not a great name in itself, but the change from Pizzeria Uno was a savvy transition as the restaurant chain diversified its menu and expanded into different entree options.
- Kitchenaid. It's direct to the point with 'kitchen' but insinuates how helpful the products are with the addition of 'aid.'
- Overwaitea Foods. The Canadian supermarket chain got its name for originally selling 18 ounces of tea for the price of a pound. Now it sounds like their products will make you fat.
- Chevy Nova. Sounds great, right? In Spanish it means 'doesn't go.'
- Noblis. This health care innovation nonprofit promises that you will never know peace (bliss) by way of its constant efforts.
Labels: best practices, Branding commentary, corporate branding, nonprofit branding
posted by Harris Eisenberg at
2:23 PM
2 Comments:
I can't knock Noblis - they're across the street and have a great cafeteria - and frankly its a far cry from their old name Mitretek.
Excellent article, far too many people don't put enough time into their "brand." They settle for some cutesy name or slogan that usually blends them into the masses.
Your name is your first chance to Stand Out in the crowd, to make your mark in the world.
A simple method I often suggest to those seeking an identity is this: If I were standing behind you in line at a store and I saw your business name on the back of your T-shirt .... would I remember it by the time I got to my car ? By the time I got home ?
It's a good idea to think of it as a website name (will it look good or be confusing?) Short and sweet is a great beginning.
Mike
http://www.prescottlmt.com
Post a Comment
<< Home