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Brand Naming: Ideas, Strategy and Process
Brand naming is perhaps the most challenging step and the most critical in the brand identity design.
After all, the decision ultimately determines the course of the business.
Sure, the late Steve Jobs named his now-successful company Apple when he was doing one of his fruitarian diets, but he also chose it because he thought the name was ‘fun, spirited and not intimidating’.
Apple’s name set the stage for their brand.
It enabled them to build this entire lifestyle that consumers so passionately want to be a part of, which is what also propelled them to where they are today.
The same goes for other well-known brands such as Google, Disney, Facebook and Starbucks.
They were not overnight successes.
At some point, all they had was a name and a dream.
However, today, without any explanation, consumers immediately know what these companies stand for.
Reaching such a status is a slow and gradual process.
Moreover, brand naming is one of the fundamental elements that can guarantee that this long and arduous process leads to success.
Naming a brand is not something you do with a small committee after a few brainstorming sessions.
It entails a systematic approach and a whole lot of creativity.
When done right, the name can either help brands connect with consumers on an emotional level, or it can appeal to their sensibilities.
Today, you will get to know the brand naming process.
You will learn the necessary approach to selecting the right name and what you can do to test prospective labels.
Five Types of Brand Names
1 — Experiential Names
Experiential brand names are all about the consumers’ experience.
Take Apple for instance.
