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How to name your brand and make it last forever?


Naming a brand is a critical step in establishing a strong identity and presence in the market. Here's our short roadmap to guide you through the process, including expert advice and examples.

  1. Define your brand's core values and mission: Before naming your brand, clarify your brand's purpose, target audience, and what sets it apart from competitors. As branding expert Marty Neumeier says, "Your brand isn't what you say it is. It's what they say it is."

  2. Brainstorm keywords and concepts: Generate a list of words and phrases that represent your brand values, mission, and target market. Take inspiration from your industry, competitors, and customer needs. "The best brand names are like poetry in the mind" - David Placek, Founder of Lexicon Branding.

Example: Apple represents simplicity and innovation.

  1. Research competitor names: Analyze competitor brand names to understand trends and identify opportunities for differentiation.

  2. Consider linguistic aspects: Choose words that are easy to pronounce, spell, and remember. "A name should be memorable, protectable, and extendable," says Steve Manning, Founder of Igor International.

Example: Google is easy to pronounce and has become synonymous with online search.

  1. Experiment with name styles: Explore different naming styles, such as descriptive (PayPal), evocative (Nike), acronyms (IBM), or coined names (Kodak).

  2. Check domain and trademark availability: Ensure the name is available for domain registration and doesn't infringe on existing trademarks.

  3. Test with your target audience: Gather feedback from potential customers to gauge how well the name resonates with them. "The goal is to find the name that sticks in their brain," says Naseem Javed, Founder of ABC Namebank.

  4. Evaluate cultural considerations: If targeting a global market, ensure the name doesn't have negative connotations or unintended meanings in other languages.

Example: Nokia's Lumia faced issues in Spanish-speaking countries as "lumia" means "prostitute" in Spanish slang.

  1. Make a decision and commit: Choose a name that best represents your brand and resonates with your target audience. "Your brand is the single most important investment you can make in your business" - Steve Forbes, Forbes Magazine.

  2. Develop a strong brand identity: Once your brand name is chosen, create a logo, color scheme, and tagline that align with your brand's mission and values. This will help you establish a cohesive and memorable brand identity.

By following this roadmap, you'll create a brand name that effectively communicates your brand's essence, appeals to your target audience, and helps you stand out in the market.


If you need more help talk to me Stuart Greenfield, I've created brands for businesses since 1985 and experience is useful especially navigating the way digital and online is changing what is possible. stuart@greenfield.co.uk 07788 662697



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