Creating and building any brand is not an
easy task ( well we all know that).
Among many things that are needed and essential for building a brand one
thing is a must i.e. name of the brand.
Naming a brand is not an easy task. While naming a brand or any services I have
faced a few challenges during my 14 years of career. Hopefully, this article
will help companies to come up with a perfect plan and preparation while
naming their new products, services, or even a new company.
Things to be considered before naming
1) Type of company – There are
different segments and types of companies out there in this world. Some
companies are aiming to serve the medical profession; some are planning to venture
into the hospitality industry, some are eager to be a part of the food delivery system
and some organizations are ready to go for travels and tours. Each segment has
its own demand and need. You need to be very careful about choosing a word or
alphabet before thinking of anything. Know the domain then start thinking.
2) Target customers – You can be a
local company or you may plan to scale your business on a global level,
you must know your customers are also important. Spanish customers may not like any name that
has a Japanese touch and vice-versa. If
you are planning to launch a company on a global level you must look to accommodate
people from
3) The goal of the name –
What you want to achieve through the name. What you want to tell to your
customer through your name? During the formation of any company always remember
to note down the points that you want to see in your company’s name?
4) Long or Short – There are
companies who love to have a longer name rather than going for a short one. Take a look at some of the longer names
American Airlines | British Airways |
National Geographic| Johnson&Johnson
Emporio Armani | Royal Horticulture Society | Mitsubishi Motors
Now if you take a look at the short names
Amul | FIAT | Google | Amazon | Bing
| 3M | JBL | LG | IKEA
You need to decide what you are looking for as your brand name. Incidentally
both the forms can work for you if you pick the right one as per your industry.
5) Availability – This is another
important point you must check. Your company name must be available for
registration in your country as well as internationally. Also, be careful about
domain names. Domain name availability is also a factor. You may not get the
.COM domain but .org or other can be available so you need to decide what will
be your company’s name in the online arena.
There are few more factors you need to take care beside these points like easy
to understand and easy to pronounce.
As a naming professional ( beside branding and social media marketing) I also
think it is important to give an image to a name so that people can connect
easily.
If you are planning to name your company – let me know.
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