How to Choose a Great Brand Name
Are you looking for the perfect brand name for your new venture? we will examine the following 5 steps that will help you find the most functional brand name ideas for your business:
Are you looking for the perfect brand name for your new venture?
It is certain that choosing the perfect brand name will be one of the most exciting and important elements of branding your startup. Of course, it is also undeniable that it is one of the most difficult.
If you understand this job correctly and bend it well with a rough expression, you will succeed in becoming one of the real words that we use in daily life such as Airbnb, Uber or Pepsi.
However, if you take a wrong step, the result may even be your name being deleted from the markets. You may even have to destroy your commercial image and struggle with the embarrassment, failure and anger this situation will create.
Building a brand or developing a strong brand identity is time-consuming, and it takes much more than finding a slogan or specifying a logo.
In our article, we will examine the following 5 steps that will help you find the most functional brand name ideas for your business:
Creating a brand avatar
Building a brand archetype
Brand idea generation
Checking brand availability
Testing your brand name
Let's get started.
Step 1: Create your brand avatar.
Before you start thinking about a suitable name for your brand, it is imperative that you define as precisely as possible the characteristics of the ideal customer for your brand's products and services. This is the concept of the brand avatar.
If you don't know who you created your brand for, that is, your target audience, you will never find an attractive brand name.
You are likely to need to define your target customers while setting up your marketing and business strategies, so ultimately it will be worth all the effort you put into it. However, for some reason, some startup companies can rush to enter the business world by determining only brand names, without clarifying these important details. Be you, avoid such a rush.
Undoubtedly, you have started off with a business plan in your mind. However, you should avoid determining your brand name precisely until you are sure that it will appeal to your target audience and will truly reflect your brand values.
The process of creating effective brand avatars is only somewhat intuitive. This process also requires the use of hard data.
Using web tools such as Alexa will allow you to access important demographic information about visitors, including the age, gender and location of the customer base that accesses websites of competitors.
Looking at competitors' Facebook Pages or Twitter accounts can also provide you with some useful and non-technical information streams about their customer base and online followers. Based on these sources, it is possible to create a clear picture of the customer targeted by your brand. Here the real journey starts right after this point.
Step 2: Build your brand archetype.
The symbolic expression of archetypal characteristics is the grouping of different moods to define them universally. When the brand personality is based on an archetype, it is more easily noticed and takes a permanent place in the minds.
In the brand name finding process, after creating your brand avatar, you also need to define a functional brand archetype.
Simply put, the goal here is to understand as clearly as possible what your brand means or will represent; This is a necessary precondition for you to decide on the best brand name you can use to attract potential customers.
The concept of archetype is derived from Jungian psychology, but in our article we do not need to delve deeper into psychology by discussing it at length.
If your goal is to define a brand name, there are two basic points you need to understand: 1. Avatar represents the incarnation of your customers. 2. Archetype is the embodiment of your business with all your products and services.
The main thing is to find out how your brand will create an emotional resonance with your target customers. Which brand values do you want to communicate? Think about the image you want to create for your business, would it be appropriate to include word games in your brand name? Or would you prefer to create a mix of luxury and class in your customers?
You have to make your brand name indicate something about who you are or what you are doing.
How about examining these two different brand examples for inspiration?
Nike: This well-known brand takes its name from the ancient Greek Goddess, symbolizing victory. Behind the scenes of these four letters, there is actually a very strong meaning hidden.
Dove: Doves symbolize a feminine purity and softness. An ideal name for a makeup brand, isn't it?
There are a total of 12 core brand archetypes, including Hero, Innocence, and Outlaw. You should consider this issue to decide which of these is best for your brand. In order to make the process easier, it would be a useful alternative to take a look at the tests prepared to determine your brand archetype.
It's also a good idea to spend some time with your team thinking about the non-verbal messages and emotional connections you want for your brand. When you make up your mind, be sure to put all of these on paper so you can add each to your brand guidelines in the days to come. This will help you ensure that the different elements of your brand are consistent, harmonious and effective.
Step 3: Generate brand ideas.
Your next task is to generate brand ideas that represent your brand archetype / personality and can appeal to your brand avatar. There are no established quick and effective rules for this, but below are a few general principles that can help you.
Keep your brand name simple.
The perfect brand name for your startup will often be short, simple, and easy to say. Ideally, you should choose a two-syllable word, as these usually attract more attention to your target audience and will be more permanent.
A successful startup company will usually develop a range of products, so as a startup business, your brand name should not be about a clear topic. For example, a golf shoes store named Footjoy is renowned for its quality shoes, but chose to designate the brand name as "Footjoy" rather than "Footjoy Golf Shoes" because the company sells not only golf shoes but also a variety of golf and outdoor gear.
By keeping this information in mind, you can start brainstorming brand ideas.
Use the word association technique while brainstorming to arrive at brand ideas.
Get started with some simple word association games. Speak, write or say out loud as many words about your brand as possible.
While doing this, it is natural to imagine finding dozens or even hundreds of word alternatives. You can then narrow these words down to a few options that you or your team think are worth trying. Another logical start is to watch videos or read articles on brand selection on the internet.
If you work alone, friends or family can give you useful feedback in this regard.
To start the process, you can try to invent an entirely new word or combine two common words to form a new word - Footjoy is a good example (Foot-foot means Joy-pleasure).
If creative thoughts haven't rained down, you might want to consider browsing an online thesaurus for a few minutes:
1. Enter a possible name for your new brand you are searching for a name, and the thesaurus will generate a list of synonyms or synonyms with this data you entered.
2. Then you can get new ideas by using these words to gather more ideas.
3. Combine your results in a table.
4. Try combining the words you find to create completely new words, often nonsense.
Step 4: Check the usability of your best brand name ideas.
It is also important to check if any of them are currently in use after you have a short list of possible brand names. Make sure the names on your list are trademarked by another business and that they have an appropriate domain name. To achieve this, you need to:
1. Search for a domain name from one of the main providers like GoDaddy. If you plan to use branded links as part of your branding strategy, you can also use Rebrandly's domain name search, which can be filtered by industry. This is a quick and effective way to check if someone else is using your brand name ideas. It would also be wise to track this situation with a simple Google search.
Search for Facebook pages or Twitter accounts that use the same or a similar brand name.
3. Check if your potential brand names are trademark protected. Search the Patent Office or use web services designed for this purpose to do so.
Step 5: Test your brand name.
It's a good idea to test this minimized list you have before you finally decide on the perfect brand name for your company. This will help you understand how attractive and memorable your potential customers will find your brand name choices.
If you have existing customers for other products, you can send the list to them via Facebook or e-mail, or you can conduct a survey on the topic using one of the online survey tools.
If you are a business that has just entered the world of entrepreneurship, you will be doing this test / survey among your family, friends, colleagues and social media followers, so you will have done a small part of your market research at the same time.
Whatever your situation, be sure to test all aspects of your chosen brand name as objectively as possible. If people react negatively to you, or if they think you are selling baseball bats because of your brand name even though you are selling golf shoes, then you have ignored a very important point in choosing a brand name.
So always be skeptical. Focus on that initial reaction to your brand, not just what people say or how they react to your brand name.
Pick the perfect brand name.
Finally, once you've properly assessed and tested your brand name, you can start setting up your online presence.
So go ahead, go through all relevant domains, Facebook pages, Twitter accounts, and take each step required to finalize the brand name discovery process. Create your logo based on the brand name you choose and start as soon as possible to create a reliable brand that is relevant to your values and relevant to your products.