Making a Name for Yourself
So what’s in a name anyway? Quite a lot as it happens. A brand name is an integral part of any business. Not only does it identify the business, but it also conveys important information about the company’s line of work and values.
In this article we’ll explore:
- Introduction
- The benefits of a strong name
- Phenomic associations
- Some examples of strong names
- How to create a strong brand name
- Summary
The brain uniquely processes brand names. According to a study by Possidonia Gontijo of UCLA, a brand name tends to stimulate an emotional response from us, as opposed to a logical one. We typically process language on the left side of our brains (the “logical” part of the brain), but brand names are also processed on the right side of our brain (the “emotional” part of the brain). In short, brand names evoke emotion.
The benefits of a strong name
- First Impressions: Your brand name is often the first introduction to your business. A strong brand name can create a positive first impression, helping to build positive associations from the start.
- Identity and Recognition: Your brand name is integral to your business identity. It's how people recognise and remember your brand. A memorable name can enhance brand recall and recognition.
- Trust and Credibility: A well-chosen name can convey professionalism and build trust. It has the potential to suggest quality while reassuring your customers and providing credibility.
- Differentiation: In today’s crowded marketplace, a unique brand name helps you stand out from your competition. It can also help highlight attributes that make your business different and special.
- Emotional Connection: Brand names evoke emotions and associations, helping to build a connection with your target audience. This can be particularly powerful in fostering brand loyalty and building brand equity.
- Marketing and Advertising: A strong brand name simplifies marketing efforts. It's easier to create effective marketing campaigns, develop a consistent brand message, and generate word-of-mouth marketing with a strong brand name, and especially one that is easy to pronounce or even say - iPhone X or iPhone 10?
- Expansion and Growth: A versatile brand name can support business growth and diversification. It can be flexible enough to encompass new products, services, or markets without needing rebranding.
Phemonic Associations
This is another way of referencing ‘sound symbolism.’ Different sounds affect different emotions. It’s nothing particularly new - anthropologist Edward Sapir famously conducted an experiment in 1929 where he made up two worlds and asked a group of people to assign each word to two tables, one of which was larger than the other. What he found was that the majority of his subjects chose the word ‘mil’ to describe the smaller table, and ‘Mal’ the larger one. He concluded from this that people inferred meaning from sound.
There’s a multitude of letters and groupings that all conjure up different feelings, thoughts and emotions. Harder sharper letters such as T and K could be described as ‘spiky’ and have a harsh, abrupt sound, for instance. Used in the right way they can emphasise the right part of a word to create the desired effect - Tesla is a fast agile car brand, Nike is a disruptive fast-moving sports company.
Letters such as B and D evoke softer emotions with their rounder softer sounds. Bose, for example, perfectly encapsulates a well-rounded sound and a company that one would associate with relaxation and luxury.
Using clusters can be another avenue worth exploring. ‘Gl’ is particularly powerful, and creates a memorable sound with impact - glamour, glorious., glitz….you get the idea.
Essentially, getting the ‘sound’ of your company name right can help subconsciously form consumers' perceptions.
Some examples of great names (and why)
Case Study: Netflix
Background
Netflix was founded in 1997 by Reed Hastings and Marc Randolph. Originally a DVD rental-by-mail service, Netflix evolved into a leading streaming service for movies and TV shows, significantly influencing the entertainment industry.
Brand Name Origin
The name "Netflix" is a combination of "Net" (short for internet) and "Flix" (a common slang for movies). This name effectively encapsulates the service’s essence of delivering films online.
Why "Netflix" is so effective
- Descriptive and Clear:
- The name clearly conveys the nature of the service. "Net" indicates internet-based, and "Flix" relates to movies, making it immediately clear what the company offers.
- 2 Memorable and Catchy:
- "Netflix" is easy to pronounce and remember. Its simplicity and the combination of familiar words contribute to its memorability.
- Tech-Savvy Connotations:
- The prefix "Net" gives the brand a modern and tech-forward impression, aligning with its position as an innovative tech company.
- Global Appeal:
- The name is easy to understand and pronounce in many languages, which aids its international marketing efforts.
- The name is easy to understand and pronounce in many languages, which aids its international marketing efforts.
Conclusion
Over the years, Netflix has built significant brand equity. The name itself has become synonymous with streaming entertainment, much like "Google" is with search engines.
The brand name "Netflix" is a powerful asset that effectively communicates the company's core service, appeals to a global audience, and adapts to the company’s evolving business model. Its clarity, memorability, and modern connotation have significantly contributed to Netflix's position as a pioneering force in the entertainment industry.
How to create a strong brand name
We’ve named countless brands and products in recent years, so we’re well-placed to offer some advice on how to go about naming your business, product or service. We would always recommend working with a credible brand agency (it would be remiss of us to not big up B&B at this stage) as there’s an art to this, as well as pitfalls to avoid, but here are some jumping-off points for starting the process yourself:
- Use the founder or inventor’s name. This has proved particularly fruitful for Dyson, Bacardi and Mr Cadbury over the years.
- Describe what it is your company does. Think NOW TV, Facebook and Groupon.
- Take a word out of context - Orange, Apple and Blackberry (a bit of a theme there).
- Look to the past. Nike draws its name from Greek mythology. So does Hermes. Exploring ancestral lineage or mythology may produce some suitable options for your company, although these need to fit with the brand. Zeus probably won’t land if you’re launching a men's grooming service.
- Be playful - have some fun with wordplay if it’s the right one for your business. Colourpop, Mailchimp and MoonPig are great examples.
- Portmanteau it - list out all the words associated with your product or service, practical and tangible as well as conceptual and abstract, and then see if you can bring parts of these together to create a whole new word. Microsoft, Pinterest and Snapchat are great examples of such names.
Once you have some names you like, you’ll need to ensure there are no possible IP (intellectual property) infringements. We will typically check for domain names and trademarks.
We will then look to test our name/s:
Feedback: Get feedback from potential customers, friends, and family.
Pronunciation and Spelling: Ensure it’s easy to pronounce and spell correctly.
Cultural Sensitivity: Make sure it doesn’t have negative connotations in other languages or cultures.
Finally, once all this is done, we will look to protect the name through registering and trademarking. No one wants a possible legal battle when another brand appears with a remarkably similar name in your sector, and having a protected brand name helps protect your business.
A well-chosen brand name is an essential asset for any business, influencing everything from customer perception to marketing effectiveness. Research has shown that if your name feels right to your target audience, they are more likely to both remember it and become advocates for it. Your brand name will be used repeatedly every working day, and it, therefore, follows that putting time into getting this right should not be underestimated. Investing time and resources into creating a strong brand name can yield significant long-term benefits.
Ready to make a name for yourself? Get in touch here to discuss your project.
