Great names are a powerful force in branding. That said, finding the right name, the best fit, and something that feels right deep down in your gut is always tricky.
From a strategic perspective, we often get called in to help name a brand, a corporate or a product. In our view, the best product and company names require the least advertising. They are advertisements in themselves. And we believe that a powerful name is most often the result of a powerful positioning strategy.
Successful company names may appear to have been created by magic, but it is possible to develop names that are dynamic, effective and fully leverage a brand’s potential if you have the right process in place. A process that is clear, insightful, logical and focused will lead to a name and tagline that are powerful components of your brand strategy, and pave the way for buy-in
throughout your organization. Therefore, it is essential to decide what you want your company name to do for you. To make that decision, we need to understand the possibilities.
A name can:
• Achieve separation from your competitors
• Demonstrate to the world that you are different
• Reinforce a unique positioning platform
• Create positive and lasting engagement with your audience
• Be unforgettable
• Propel itself through the world on its own, becoming a no-cost,
self-sustaining PR vehicle
• Provide a deep well of marketing and advertising images
• Be the genesis of a brand that rises above the goods and
services you provide
• Completely dominate a category
As a process, there are many ways to approach naming, but the simplest and often clearest way to first define the positioning of your brand. Simply articulating the positioning can help you arrive at many name possibilities, and trust us, there should certainly be many. A good name is most often arrived at through a long-list, a short-list, a few cues towards visual development, and finally putting some objectivity towards the naming process. A tool we sometimes use is the Igor Naming Tool. This excellent resource even comes with its own ‘Blank Chart’ you can fill up and use. However, one thing the Igor tool does not take into account is the availability of a domain name and trademark. Many organizations stress about the domain availability when it comes to the naming process, but in our view, simply Don’t. Just to illustrate:
getdropbox.com – DropBox
thefacebook.com – Facebook
instagr.am – Instagram
twttr.com – Twitter
These are the domain names these brands started out with. Much more important in India is the process of Trademarking. We’d recommend getting your trademark thoroughly checked out before buying into a name – emotionally or financially.
Our conclusion – pick a name that just fits. And then find a way around the domain. Do you agree?