Shakespeare claimed, “A rose by any other name would smell as sweet”.
But would it sound as sensual if you called it a spiky perfume plant?
When you’re thinking about what’s in a brand name the same logic applies — you don’t want the name of your product to obscure its attractive qualities.
And you don’t your brand to sound boring either — there’s a delicate balance.
These four hacks for creating a brilliant brand name should help you hit the bullseye.
Evocative
Evocative names are usually memorable if they’re a decent match for the feelings that are closely associated with your products.
So Apple sounds crisp, fresh and wholesome — just like the clean lines and curves of their products.
And Jaguar sounds sleek, powerful and exotic — perfect for the aspirational advertising of the iconic car manufacturer.
But be careful that an evocative name isn’t lost in translation — Pschitt lemonade sounds far more elegant and effervescent in French than it does in English.
So choosing a name that rings true is terrific — provided you hit the right emotional chords pitch-perfectly.
Simple
In a busy marketplace consumers struggle to differentiate between the thousands of brands that clamour for their attention — so sometimes simplicity is the best policy.
So when you’re looking for door mats there’s a good chance that The Mat Factory will have exactly what you need.
And spotting a site that declares ‘We Buy Any Car’ provides instant reassurance that you might be able to sell your ancient vehicle after all.
Simple names are particularly effective online because they clarify your offering quickly for consumers who have limited time to pick from limitless choices.
So simple brand names might not set the heather on fire, but they can be extremely effective.
Quirky
Quirky and creative names can provide your brand with a vibrant buzz.
So Hippeas sounds funky and bohemian — a good bet for hipster fans of flavoured chickpea snacks.
And the sound of Pepsi might pep you up in a refreshing manner — although the name’s derived from ‘dyspepsia’ because it was originally marketed as a cure for indigestion.
If you can include a punchy pun in your business name it might be memorable too. But the novelty can wear out quickly — just ask the staff at Florist Gump or Tequila Mockingbird.
A quirky name has to have staying power or it soon becomes plain annoying — and that’s not good for the bottom line.
Poetic
If a magical moniker is still proving elusive it might be time to call on your poetic muse for inspiration.
Poetic devices can help you create memorable business names — so get lyrical if you want to grab the attention of customers.
You’ll be aware of awesome power of alliteration through brilliant brands like Range Rover and Coca-Cola and you’ll rap out the rhymes of brands like 7-Eleven and Fitbit without missing a beat.
But if you want to win the Pulitzer Prize for brand poetry you might need to pluck a portmanteau from the ether — Groupon and Pinterest are prime examples.
Poets break grammatical rules to breathe fresh life into the most mundane subjects.
And if your brand name does the same you might make a pretty penny.
Formulating a futureproof name is a tricky business but it’s far from impossible.
But if you follow these four helpful hacks your brand name might become a catchphrase that captures generations of customers.
What’s your favourite brand name? Share your stories in the comments section.
