9 Characterics of a Successful Brand Name.

Rani Sweis

Some people approach the naming of their company or product as if they David Copperfield, pulling magically names out of a hat. That may work for a lucky few but very rarely does work well in the long run.

The best brand names are multidimensional and created by a strictly objective process. Most companies choose their name they think of a few cool sounding names and make their selection based on the one they feel has the “It Factor”.

Going about naming this way often ends in disaster; another company sues yours for trademark infringement, the name limits company growth, or just doesn’t really resonate with your target audience and employees.

When we’re hired to name a company or product we go though very elaborate research and development process to come up with100-300 different names and concepts. These names are then plugged into a matrix and graded against 9 different characteristics.

1. Aesthetics - Pleasing to the eye.
2. Originality - Different from competitors.
3. Depth - Layered with meaning and rich in creative flexibility.
4. Contagious - Buzz worthy, vital, and strong enough to live one.
5. Humanity - Communicates our values and culture.
6. Compliance - Aligns with brand strategy, style, and story angle.
7. Stickiness - Memorable, timeless, and hard to forget.
8. Sound - Rolls off the tongue and pleasing to the ear.
9. Gettability - Trademark/domain availability.

nomenclature

Each characteristic has a weight that attributes to the ‘score’ of each name. Many names fail to meet the minimum requirement and get eliminated. We then refine and reduce this list until we’ve narrowed down the names to the final 10.

This is where the real fun begins. You may go through this process and still have a hard time finalizing a name. If you find yourself in this situation give us a shout. We’re happy to help.

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