What's your name?

Coca-Cola, Band-Aid, Sharpie, Kleenex. Brand names surround us to the point that they become a natural part of our everyday speech.

There are several variables that go into creating a successful brand, starting with having a solid product or service offering, of course. But beyond that, the brand name itself carries a ton of weight, and maybe more than you think. Take it from me, the name of your brand can mark the difference between success and struggle.

Learning words is more than just memorizing meanings. As children we learned about the world by absorbing our surroundings and by age ten, most of us already had 10,000+ words in our vocabulary. Consider that this number doubles by the time we reach adulthood. So why does this matter? Because guess what? Brand names are words too. 

A good brand name allows your business to associate positive meaning to what it does. If your brand delivers a quality product or service and aligns with your customers’ values, your customers will begin to associate your brand with positive things. For example, think about the word “Nike” What are the first things that come to mind? Sports, Running, Athletes… 

A name is more than just a tag for your brand, it's actually your brand itself. At Workshop, we like to think of brand naming as an art that combines creativity, strategy, emotions and a dash of science. 

Coming up with a winning name for your brand is an in-depth process. Names outline a brand’s essence and it will be the customer’s first impression, so your brand's name needs to stand out among your competitors and invite customers to engage by immediately communicating your brand’s unique identity. And that’s just the beginning. 

Your brand name should inspire conversation, intrigue, and even create special moments within your audience. Let’s take Amazon as an example. The name does not only cleverly connect the letters ‘A-Z’, but it also pays tribute to the Amazon River, which contains the world’s largest collection of plants and animals, reflecting the massive variety of available products you can find.

There are practical considerations to take into account as well. Consider that, in order to encourage word-of-mouth, your brand name needs to be as functional as possible. That means it should be easy to say, spell, hear and remember.

To be considered functional, your brand name needs to be able to pass these simple tests 

1. Read to Speak - when someone sees your name, are they able to easily read it aloud and pronounce it correctly?
2. Hear to Spell - if someone heard your name being said out loud, would they be able to easily spell it?
3. Speak to Hear - would your brand name be understood even when spoken in a crowded bar? Would everyone be able to repeat it?

So, here's the takeaway: 

Your brand’s name is often the first element of your brand that customers will encounter, so it needs to be distinctive, authentic, memorable and enduring while also resonating with your target audience. It should stick in their minds, build and maintain trust with your consumers, and remain relevant as your company evolves. 

In other words, a strong brand name is vital to establish a strong brand reputation. And who doesn’t want that?

Your name doesn’t always need to literally say what you do. You will use supporting taglines and imagination to tell that story. That’s where great brand strategy and creative ideation come into play. 

If you’re looking for a brand naming service, Workshop Built combines the power of brand strategy, the out-of-the-box thinking of creative minds, and many other tools to help activate and grow your business.