7 things you should think about when deciding on a brand name

There is a lot to think about when choosing a name for your brand. A lot of people underestimate the power of a good brand name. It is the first thing that customers learn about your company. Will they remember it? Will it stick in their mind? or will they just dismiss it and carry on with their day.

When you are deciding on a new name for your startup or company, there are a few things that you really need to consider. Choosing your partners favourite colour, day of the week or pet’s name may not cut the mustard. But, maybe you think a company called Orange Wednesday would catch on …. Hang on a minute!

But all jokes aside, it is one of the most important jobs when starting your business and a brand strategy. A good name is the basis for your company's future. There is a lot to think about and that is before you even look at whether it is being used anywhere else online, any negative connotations or trademark legality.

So below is a list of 7 things you should think about when deciding on your brand name.

DISTINCTIVENESS. 

Is your name distinctive or is it just boring and bland? Does it stand out from the pack? Does it differentiate yourself from other companies in your category?

The best names generally have the presence of a proper noun

The Dictionary term: a noun designates a particular being or thing, and usually capitalised in English - called also proper name)

BREVITY. 

Is it easy to remember and is it brief enough that people will remember it and can pluck it from the back of their subconscious. Is it short enough that people will resist from creating a nickname for your company? When you think of companies like Marks and Spencer in the UK or more fondly known as M&S. Which made the company rebrand and change their name to the shortened popular version.

According to research the maximum number of syllables before it is at risk of being abbreviated is four.

APPROPRIATENESS. 

Is it an appropriate name for your business category or would it better fit something completely different. Try your name out on ten people and ask their opinion, if they immediately think that your fintech company “Blue Dog” actually sounds like a cold pet emporium then you need to keep thinking. Back to the drawing board.

EASY SPELLING AND PRONUNCIATION. 

Does it roll off the tongue? Can people easily spell it after hearing and seeing it?

Or even more importantly can they pronounce it properly?

You have to remember that you want people to search for you on Google so it is best if they do not have to undergo a spelling test just to find you.

LIKABILITY. 

It sounds obvious but people have to like your name to like your company. Will they enjoy saying it, and telling their friends about it?

Brand names need to be intellectually stimulating, maybe with a good story or idea behind it. People will remember a clever and interesting name, which will give you a fighting chance against less likeable names.

EXTENDABILITY. 

Does your name lend itself to be extended with brand play. Good names have endless opportunities to interpret and extend across different creative platforms.

OWNABILITY. 

Maybe the most important and often left till last. Don’t spend hours or even days coming up with a great name that ticks all the boxes to find that you can’t legally own it. 

You need to find out if dot.com is available? Can it be trademarked? Does someone already own that company name? You also need to think about any negative connotations or companies in the past that may have left a sour opinion of a name on customers' minds. It is always best to do as much research as possible to understand the history behind names.

At VIVI Creative we run naming workshops where we look in depth at each of these points in order. 

A good brand name should encapsulate all of these features. It should be unique, easy to remember, easy to pronounce, and distinctive. 

 Thanks for reading.