Your brand name has a big influence on how consumers see your business. It’s your brand name that consumers use to recognize you, differentiate you from competitors and understand what your business does and what you stand for. A good name establishes trust and builds credibility. On the other hand, a poorly-chosen name can do the exact opposite and undo all your marketing efforts.
If you’re looking to name a new brand, or considering a rebrand, it might sound like a pretty daunting task. But it doesn’t have to be. There are some fundamentals that you can follow to simplify the process and help you land on the perfect name for your brand.
Let’s take a closer look at the impact of a brand name on business productivity and how the right brand name can help you to achieve greater success.
Choosing the Right Brand Name
When choosing your brand name, don’t get lost in your own preferences and opinions. Brainstorm ideas and gather feedback from friends or colleagues. For example, Nike’s iconic rebrand initially considered the name “Dimension Six” but was changed to “Nike” based on a quick-thinking employee’s suggestion.
Your potential customers can also provide valuable insights for your brand naming process. You could use AI-driven customer analysis to get a thorough overview of their preferences and behaviors.
Here are a few key things you’ll want to consider:
- Meaningful: A memorable name creates a positive and emotional connection with customers. It should resonate with their values and aspirations, leaving a lasting impression. For example, a well-chosen brand name for a cloud VoIP phone system provider can convey vital messages to customers. A name that includes words like “tech” or “connect” may emphasize a focus on technology-driven solutions and connectivity. In contrast, words like “crystal” or “clear” may suggest a commitment to providing high-quality, crystal-clear audio in their VoIP phone services.
- Catchy: A catchy name sticks in people’s minds and stands out from the competition. Names with alliteration or playful wordplay can be particularly effective. Many famous brands have used alliteration to make their names easy to remember and say. Examples like Krispy Kreme, Range Rover, and Paypal show how well this works. Another great example is Digital Silk, a NYC branding agency known for creating memorable brand identities. Their own name, “Digital Silk,” exemplifies this, seamlessly combining modernity with luxury to make a lasting impression.
- Simple to Remember: A memorable name is easy to remember and recall. It should roll off the tongue effortlessly, making it easy for customers to share with others. Did you know that Nike was originally called Blue Ribbon Sports? That’s how it started back in the sixties before the name change came about in 1971 and they opted for “Nike”, after the Greek goddess of victory. Now one of the most renowned and recognized brands in sport, we can’t help but wonder if “Blue Ribbon Sports” would have had the same impact.
- Easy to Spell and Pronounce: A name that is simple to spell and pronounce is more likely to be searched for online and talked about, increasing its visibility. You also help to avoid mistakes with consumers misspelling your website domain or email addresses, making for a more seamless customer experience.
The Impact of Your Brand Name on Business Productivity
Creating a Memorable First Impression
Your brand name is often one of the first things people notice about your brand. It can make the difference between whether customers choose to buy from you or not, how well they remember your brand, and how they perceive your products or services.
Building Trust and Credibility
Consumers these days can quickly tap what they’re looking for into a search engine and have numerous brand options at their fingertips, making the marketplace more competitive than ever.
Establishing trust and credibility amongst your customers can make the difference between them shopping with the first brand or cheapest price they come across, and instead actively seeking out your brand.
When consumers see a name that they recognize, they associate it with reliability and quality, making them more comfortable spending their money with them and reassured that the brand will meet their expectations, even if it means paying more.
Using your brand name in combination with clear industry associations can further enhance trust and credibility. Consider the example of the “.io” domain extension, widely linked to technology, startups, and innovation. If your business operates in these fields, choosing io domain names alongside a catchy brand name can reinforce your expertise and niche.
Standing Out in a Saturated Market
When was the last time you asked a colleague for a Sharpie or some Post-Its? These may not be the official product names, but their clever branding has made these brand names synonymous with the products themselves.
Creating these sorts of instinctive brand associations takes time, but having a distinctive brand name can give you a head start in making your brand stand out in a busy marketplace, especially if you’re in a competitive industry.
A brand name, just like the packaging of a product on a store shelf, serves to capture consumers’ attention and stand out amongst competitors. For example, if you’re a business in the VoIP industry, you might use a name with words linked to state-of-the-art technology that convey the essence of a modern business. It evokes curiosity, making customers wonder, “what does a VoIP phone look like,” and encouraging them to explore the business further.
When your brand name is different and memorable, it catches the eye of your target audience, sets you apart from competitors, and sparks interest.
Creating Emotional Connections
A good brand name should be more than a literal description of your products or services. While you don’t want to confuse customers with a name completely unrelated to your products or industry, you should consider how you want consumers to feel about your brand.
Completely left-field names can break through the norm and generate curiosity about your brand, but if you’re planning to use an unconventional name, you’ll need to have a solid marketing plan behind this to convey what you have to offer. A more subtle approach can be to introduce emotion into your brand name that describes how you want people to feel when using your products or services.
For example, a business providing remote desktop mobile services could use a brand name with the word “speedy” to evoke positive emotions of efficiency. Customers may associate the brand with making quick and seamless remote access to their desktops, leading to a positive perception of the company’s offerings.
Satisfied and emotionally engaged customers are less likely to switch to competitors, reducing churn and stabilizing your revenue streams.
Streamlining Marketing Efforts
Having a strong brand name can help to make marketing campaigns effortless. When your brand name is memorable, stands out from the competition, and tells customers what you’re about, half the work is done for you.
For example, if you’re a business that provides digital fax solutions and your customers are searching for “how to fax things without a fax machine”, a brand name that incorporates variations of words such as “fax” and “electronic” gives an obvious connection to the products and services you provide. Including your products or services in your brand name also boosts your SEO value and improves your chances of ranking on search engines for related terms.
With this approach, you won’t need to spend valuable marketing budget on educating customers on what you do or thinking up clever slogans for them to remember you by. Your brand name becomes the unifying element that reinforces your message and drives engagement.
Expanding Business Reach
Once people start to associate your brand name with positive experiences, that reputation can carry your brand into new geographic regions and markets, or even provide a platform for seamless category extension. Your name becomes recognized as a brand that customers can trust and helps to break through language, cultural, or category barriers.
Let’s say that you’re running a business offering outbound call center solutions. Having already established yourself as a reliable provider of outbound calling services, you decide to expand your services to include virtual reception services. Your recognizable brand name has become synonymous with good service and excellent communication solutions, making the introduction of virtual receptionist services a natural extension for the company. Clients who have experienced exceptional service in the past will be more inclined to trust and explore this new offering.
In line with your brand’s commitment to excellence, this strategic expansion can encompass a suite of strategy resources aimed at helping businesses seamlessly integrate virtual reception services into their operations. These resources provide a roadmap for businesses to make the most of your services, ensuring a smooth transition and optimized outcomes.
With a well-established brand name, businesses can confidently venture into new territories, knowing that they already have a loyal customer base to build upon. The reputation associated with the brand name provides a solid foundation for market penetration, allowing businesses to capture the attention and loyalty of a broader audience.
Boost Business Productivity With the Right Brand Name
When choosing a name for your brand, you should carefully consider the message it conveys, the emotions it might evoke, and whether it will continue to promote a credible and professional image as your business evolves.
Don’t feel overwhelmed by the task, though. A well-chosen brand name can be a huge asset for your business – it just takes a little thought.
If you’re struggling for ideas, consider enlisting the help of an agency, or using an online brand name generator. While you might not instantly land on the perfect name for your brand, you can generate ideas and discussion points to help steer your brand name in the right direction.
So, get creative, bring others on board, and enjoy finding that perfect name.