What’s in a Name?

What makes a good name for a business? I mean, what’s really in a name? There has been much psychological research into the process of naming a company and even more investigation into names that helped propel a firm into the Fortune 500 stratosphere. In this article we are going to explore a few of the best methods known and outline the process we use for our Clients at the same time. Up to now, this was a highly confidential document kept in our vaults because we have used it in the past to create some very compelling brands for our Clients.

Generally speaking, there are four key similarities that winning brand names have in common. The number of syllables in the name, the visual appearance, the meaning or implied meaning of the word or phrase and the linguistic elements that make the name memorable and easy to speak when communicating it to others.

Let’s start with syllables – a good name should have an absolute maximum of 4 syllables in order to make it easy to remember and pronounce, examples here include APple, AMaZON, iPHONE, GOOgle, YAhoo SWISSair etc.

The next similarity all winning names have in common have to do with their visual appearance – for businesses where the name needs to be communicated primarily in writing, words which form visually interesting shapes help to anchor the success of the name. Examples that come to mind include: Google, Apple, Sony, Oracle, Levis.

Meaning – having words which have specific meaning, implied meaning, double meaning or evoke certain thoughts or emotions in a person are said to be powerful in generating a strong, memorable name for your company. This does not always need to be an obvious or business descriptive meaning but can be based around controversy; Virgin is a great example of this and so is Big Ass Fans and RedBull.

Lastly, let’s review the most complex of these similarities – linguistic elements such as plosives and fricatives. Plosives are sounds formed when airflow to the vocal tract is stopped. Words that use P, T and K are good examples. Fricative sibilants cause us to roll our tongue. Examples include ‘s’ and ‘z’. When words use both plosives and fricative consonants the word tends to have a stronger and more memorable impact on both the speaker and the listener. Examples include Prozac, Microsoft, Kodak and Pepsi.

So with a bit of the psychology presented, how do you create a really great brand name?

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For those of you with your feet more solidly planted on the ground, there are a few ways forward. One is to use a dictionary, a search engine, a thesaurus and a healthy dose of imagination to brainstorm your way to the idea brand name… this is what most people do until they get a bit frustrated and basically run out of time or patience (whichever occurs first). At BoxOnline, we prefer a process oriented approach because it opens the team up to new trains of thought that allow participants to really think out of the box. The net result is a bigger list with much more diversity and a strong focus on the product, the Customers who will pay for the product and the industry in focus.

When the list has been prepared, our team of analysts use resources such as The National Business Register to check each idea against registered business names, domain names, limited companies and trademarks. There are other such resources as well and this is an important step prior to presenting executives with a list of viable candidates.

Many of our Clients claim that they don’t have the time or the money to invest in something like a name generation workshop. They believe that they can do it on their own and, to this we politely offer our best wishes because during the past 20 years we have held 400 name generation workshops and we deliver results for our Clients. In fact, we even guarantee our Clients that we will find a winning name that is still available for registration or we will refund your money… it’s that simple.

If the name of your business and the image it conveys to your Prospects and Customers is important to you, then let’s sit down to establish the strongest possible brand in a structured best practice workshop.

The process oriented approach to developing a brand name for your business takes a lot more time and effort that reviewing a word list or playing around with the dotomator but the results are usually very rewarding and lasting.

Are you ready to have a look behind the curtain?
The first step is gathering enough relevant information. Below are many of the questions we ask in our data gathering phase of the workshop. If the team, the timing and the element of creativity are all positive… we usually produce a list of 10 to 20 viable names which then need to be checked and cross checked to ensure that they are not yet trademarked or registered to another business before we begin exploring or confirming domain availability.

Name Development Process

Understanding Your Purpose and Your Product

The word “product” refers to whatever you are naming, whether it’s an object, a person, a company, a service, a piece of intellectual property, an event, or an abstract idea. Sometimes product and company will both be used to clarify the meaning.

“Customer” refers to whomever you want the name to attract.

Save every name you think of, regardless of quality. A poor name may become the kernel of an outstanding name.

Begin brainstorming the name itself.

Consider the four most important issues in creating a memorable name:
the purpose of the name
the nature of the product
the nature of the person you want to impress and
the impression you want to make.

Here’s the first set of questions to get you launched into our process approach:

How convinced are you that this project is worth the effort?
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What is the expected lifespan of the name, and what does this imply for the amount of time and money you should devote to it?
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What would you gain or lose by delaying the project; and how long might you delay it?
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What are your personal feelings about the project?
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If your feelings are less than enthusiastic: what is the reason, and what would it take to change your mind?
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What if you were to quit the project now?
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Who else is involved in the naming:
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Who else may be working on this name–or on other names for the same organization? How about pooling resources?
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Who will decide upon the name, and when?
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HOW will the decision be made? Do you still need to decide how to decide?
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How much research of reserved and registered names are you expected to do before submitting your recommendations?
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At this point, does everyone agree on the importance, the required resources, the division of labor, and the final deadline?
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If not: what are the differences? How should they be resolved?
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IF YOU ARE CHANGING A NAME: [Consider the next 13 questions. Otherwise skip to “DEFINING THE PURPOSE OF THE NAME.”]

Why was the current name selected? (What impression was the name supposed to convey? Was the selection arbitrary or political?)
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What are your reasons for changing the name?
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How sure are you that a change is justified?
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Could it be that a winning name has simply become boring to people within the organization?
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What are the dangers of weakening the market position held by the current name?
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What if you change a component of the marketing formula OTHER THAN the name?
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redesign the package–size, shape, material, graphics
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target to a different customer
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change the method of distribution
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What if you REVITALIZE the name, rather than risk losing what it has gained?
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modernize the visual image of the name and the logo
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modernize the sound of the name or the sounds associated with it
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update the people/things/activities associated with the name
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DEFINING THE PURPOSE OF THE NAME:

Are you seeking a name with local appeal, regional appeal, national appeal, international appeal, or a combination of these?
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As part of your total marketing effort, what do you want the name to DO?
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help position a new product in people’s minds
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help position a new company in people’s minds
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help position a new company along with its primary product
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help revitalize/reposition a mature or lagging product
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help revitalize/reposition a mature or lagging company
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help overcome a damaged reputation
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help entice people to attend an event
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What type of person do you want the name to impress or attract?
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What thought have you given to the FIRST IMPRESSION you want the name to make? (What do you think it should immediately imply or immediately bring to mind?)
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What thought have you given to the TYPE of brand name/trade name/service mark you’re seeking?
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coined, arbitrary, fanciful: Bic, Kodak, Pringles, Tic Tac
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coined, suggestive: Cheerios, Crayola, Jif, Kleenex, Polaroid, Purex, Rice-A-Roni, Ziploc
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real, arbitrary, fanciful: Birds Eye, Carnation, Corvette
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real, suggestive: Airstream, Bronco, Budget Gourmet, Grape Nuts, Janitor in a Drum, Midas, Safeway, Tiger Paw
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real, descriptive: Jiffy Lube, Murphy’s Oil Soap, Tender Vittles
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If this is a technical product for a scientific/technical market: what if you choose a friendly, nontechnical name?
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If you’re positioning a company along with its primary product: should their names be similar? Which one should you focus on now?
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If the product creates a new product category: should you concentrate first on a name for the category, or first on a name for the product?
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If this is one item in a product line: what thought have you given to creating, maintaining, or preventing similarity among names?
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UNDERSTANDING THE PRODUCT:

What is the CORE IDEA behind the product you are naming? (What is the customer to expect from the product? What is the promise? What miracle does the product perform?)
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Which words that pinpoint the CORE IDEA offer clues for a name?
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What total package of benefits does the user of the product receive?
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What does the product help a person save, gain, improve, achieve, or enjoy?
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What new or different expression of the good life does it provide?
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What fear does the product reduce?
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What loss does the product prevent?
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What is the ONE KEY BENEFIT, and how might it be expressed in the name?
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What are you really selling? (For example: soap, or cleaning power? Fax machines, or speed of information?)
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What important problem or difficulty does the customer often face, for which this product would be a help or solution?
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What name might suggest an answer for the problem?
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What is most interesting about the USE of this product? Imagine the name expressing:
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what the product is doing; the reason it’s being used
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the unique way it’s being used
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the special time when it’s being used
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the important place where it’s being used
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something else the person can do while using it
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What desirable aspect of product DESIGN might be reflected in the name?
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convenience, accessibility, maneuverability, ease of operation
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durability, longevity, reliability, repairability
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elegance, beauty, grace, color, style
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practicality, comfort, economy
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shape, size, weight, portability
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speed, power, strength
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versatility, adaptability, flexibility
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association with an historical period or with the future
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association with a country/continent/geographic area
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association with a particular group of people
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What distinct or unusual SENSORY PERCEPTION is associated with the product? Is it so essential that it warrants expression in the name?
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What sight, sound, taste/flavor, odor, or texture?
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When the product is handled or experienced, what “feel” does it have, and how might you convey this feeling in a name? (such as well balanced, delicate, sturdy, snappy, smooth, responsive)
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What other intangibles are associated with this product or with this KIND of product? Is one of them strong enough to center your thoughts about a name?
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fantasy, whimsy, escape from the ordinary
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friendship, love, romance
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insight, understanding, higher awareness
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joy, fun, happiness, cheer
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loyalty, devotion, admiration, respect
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progress, improvement
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quality, rarity, excellence
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safety, protection
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status, prestige, success
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thrills, excitement, adventure
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trendiness, timeliness, agelessness
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What ACTIVITY is synonymous with this product? What images do you associate with the activity?
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What MOTION or RHYTHM is peculiar to this product, and what does it suggest for an attention-getting name?
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For varieties of movements, see the IdeaBank Topical Category called action/motion/movement/rhythm.
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What CHANGE or EFFECT does the product bring about? How might the name of the product point to this desired result? (as in Downy fabric softener and Perma Soft shampoo)
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What special effect does the product have on people?
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Does the product decrease, minimize, or eliminate something?
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Does it increase, expand, maximize?
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Does it attract or bring together?
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Does it energize, invigorate, activate, embolden?
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Does it promote, enable, empower?
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Does it save, keep, preserve?
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Does it strengthen, fortify, reinforce?
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Does it serve as a catalyst to transform or convert something into something else?
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Does it transform itself? Does it create something new?
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What value does this product add to an existing product or service?
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What if the name communicated the value added?
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Because you want your customer to think “this is my kind of product,” what words could you use as metaphors of its character?
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aggressive, competitive, fierce, intense
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calm, tranquil, serene
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cheerful, cheery, optimistic
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capable, competent, qualified, skillful, proficient
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charismatic, persuasive, irresistible, compelling
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comical, funny, witty, clever, entertaining
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friendly, kindly, comforting, likable, tactful, loving, helpful
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honest, genuine, dependable, predictable, trustworthy
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smart, bright, intelligent, brilliant, knowing, wise
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smooth, sophisticated, suave, urbane, first-class
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splendid, incomparable, peerless, superb
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strong, confident, forceful, persistent
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If the product could talk: what words would it use to describe itself? How would it describe its own identity?
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Imagine listening to what the product is trying to tell you. What is it saying about the name it would like to have?
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DISTILLING YOUR MESSAGE:

To summarize your analysis: what position do you want this product to occupy in the customer’s mind? (Where, in people’s thoughts about the product category, do you want THIS PRODUCT to be?)
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To achieve this position, which focus should your message take?
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suggest what the product is or does
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suggest the main benefit of using the product
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suggest both its purpose and its main benefit
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If you’ve not yet distilled the essence of the name: should you try harder, or should you consider an ARBITRARY name?
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If you do select an arbitrary name: should it be coined, or should it be a real word? Does that matter?
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Should it be fanciful? Or suggestive of the product?
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What should be the TONE, including the SOUND, of the name? (What would be inviting? What tone would be in tune with the customer?)
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assertive, forceful, commanding, take-charge, leader-like
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brilliant, sparkling, twinkly, shiny, bright
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chic, sophisticated, subtle, elegant, honeyed, moneyed, smooth
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classic, ageless, timeless, eternal
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exquisite, lovely, beauteous, handsome, rare
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intelligent, intellectual, educated
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flamboyant, reckless, creative, risk-taking
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futuristic, modern, forward-looking
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helpful, cooperative, sympathetic, soothing, gentle
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macho, competitive, military, rugged, burly, bullish
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mysterious, intriguing
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nostalgic, sentimental, hearkening to the past
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outdoorsy, woodsy, nautical, environmental
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patriotic, nationalistic
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powerful, potent, lusty, healthy, robust
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practical, reasonable, no-nonsense, businesslike
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quick, crisp
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romantic, flirtatious, passionate, risque
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scientific, technical. high-tech
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warm, homey, comfortable, steady, down to earth, protective
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whimsical, light, flighty, humorous, merry, happy, joking, jolly
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young, trendy, upbeat, vibrant, energetic
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zippy, zingy, tangy, hot
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SUMMARY:
You have now addressed the basic issues in naming:
the purpose of the name
the nature of the product
the nature of the person you want to reach and
the impression you want to make

The next step would be either continue brainstorming with
questions about the Customer – Competition – Market or
use questions from our Name Generation Techniques.

If you still need a good name for your product, please do get in touch with us and let us know how we might be able to help?

What’s in a Name?

Name Development Process

About the Author Corp. Communications

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