The brand name is a key component of the success of its promotion in the market. It depends on the name whether the brand will be recognizable, whether it will become popular and how the target audience will generally perceive it. The importance of this task and a huge number of conditions give rise to the conviction that the creation of naming is an extremely difficult and almost impossible task. But it only seems at first glance. In fact, the simpler and clearer the name, the better it is perceived and remembered by the audience.
What to do if you need to come up with a brand name, but there are no ideas? Or there are a bunch of options, but they all somehow don’t fit very well – do you want something unique and cool? What to grasp, what techniques to use, where to look for inspiration? This is exactly what we will talk about in the article.
Ways to come up with a company name
If you are faced with the task of developing a brand name, then there are only two solutions:
- Order naming from professionals.
- Develop the name yourself.
Let’s take a closer look at what awaits you in each of these cases.
Naming from professionals
As a rule, business owners seek such a service from companies specializing in brand promotion, PR agencies, and marketing firms.
In order for a specialist to understand the essence of the task, to feel the nature of the brand and come up with an ideal name for it, the customer needs to provide:
- Carefully written terms of reference;
- All necessary information about the company;
- Clearly formulate your requirements regarding the future name.
The naming process in different companies may consist of different stages in different sequences. But as a rule, the scheme is as follows:
- Analysis of the target audience. To get into the heart of the target audience, you need to analyze it and draw up the most detailed portrait of a potential buyer;
- Behavioral analysis of a potential buyer.
Company Analytics
When the portrait of the target audience is spelled out to the smallest detail, you can proceed to the analysis of the company. At this stage, it is necessary to clearly define:
- What is the concept of the brand;
- Main characteristics of goods and services;
- What are the advantages of the company in comparison with competitors;
- What benefits does the company offer to the client;
- What technologies the company uses in its activities.
Choice of naming options
After determining the informative base from which you can start, you can proceed directly to naming. This is a creative process that requires creative thinking and a non-standard approach. At this stage, dozens of possibly suitable variants of names are thought up.
Selection of a suitable name
The variants of names obtained at the previous stage are analyzed and sifted through a certain perception sieve with the following parameters:
- Phonetic harmony;
- Linguistics and stylistics;
- Semantics of the word (meaning, meaning);
- Emerging associative series.
After such a selection, there are usually several most suitable naming options that will be subsequently tested.
Name Testing
The selected potential names are presented to the customer, explaining the reason for choosing these particular options and demonstrating the emotional component.
Each name must be tested on focus groups consisting of representatives of the target audience. During this testing, the memorability of each name, the degree of euphony and ease of reproduction, as well as the emotional component are evaluated. Based on the results of the check, a “winner” is selected, which will become the name of the brand.
Self-development of names
There are two ways to select a naming that can greatly facilitate this process for non-professionals – brainstorming and logical enumeration.
Brainstorm. The essence of brainstorming is that several people or a whole team get together and begin to put forward their ideas, “throwing” options. This is a very effective method, as really cool ideas are usually born in the process of discussion. By the way, the brainstorming method is often used by professional namers, copywriters and marketers. With such a development, you can start from the location of the company, the name of its founder or the main product / service.
Logical bust. The essence of this naming technique is to sort through all possible names according to the following criteria:
- Associative series that occurs when a word is mentioned;
- Keywords;
- The combination of the root and prefix words.
To facilitate the process of creating a company name, use the Turbologo online generator. The AI-based service will select a few good name options for your brand, from which you can choose the most suitable one.
That’s all! We hope that our tips will help you create the perfect company name!
