The Power of Brand Naming and Name Generation

When you think of Tesla, several images pop into your head, some of which may be associated with the scientist, while others with the electric car vehicle manufacturer, Tesla Motors. Similarly, when you think of Facebook, there is no confusion about what comes to mind (the online social media platform), but there is also a recognition of the functionality of the platform within its name. This is the power of a name.

The Oxford dictionary definition of ‘name’ which stresses the association with identity, “A word or set of words by which a person or thing is known, addressed, or referred to.” A name is what you are referred to, what you are called when someone wants to reference your business or product. Pepsi is a drink. Google (occasionally a verb), is a technology firm and a search engine. A name helps define the instantaneous initial impression you garner that has such a strong impact on one’s disposition towards your brand.

On-strategy brand naming, commonly known as ‘name generation’ is fundamental to successful brand building. Given the amount and speed of which information is transmitted through social media today, the ability to have a name that stands out, means something, and produces a positive effect amongst audiences, brand naming is key. Further, when a brand name is developed in line with your overall strategy, it can help communicate your desired image.

The naming process typically includes a range of steps including brand strategy development, key target audience identification and description, a client inclusive naming brief, name generation, trade-mark data base screening as well as support with facilitation for selection. In addition, tagline (i.e. slogan) development is typically part of the brand naming process. Tagline development helps ensure that the brand name succeeds in communicating the key benefits in the most compelling manner.

There are several different approaches and conventions to name generation a client can take when developing a name. Some of the most successful brands have taken a symbolic approach to naming. For example, Nike is named after the Greek goddess of victory and competition. A useful method to guide name generation is to brainstorm two to three approaches for name generation up front; for example descriptive naming which is the use of more familiar words to convey product or service benefits; or innovative naming which allows for more free-association; or symbolic naming as per the Nike example. We find that depending on the client industry, naming conventions vary considerably. And while a client may indicate that they prefer an innovative name generation approach, often times they are more comfortable with a descriptive naming approach due to conventions in their industry or senior management’s degree of comfort with naming conventions.

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