Naming On Brand: Creating a Name With Personality

What’s in a name? Well, when it is a representation or extension of your brand, there is a lot of meaning that is packed into a name. As a critical component of brand building, creating and selecting a memorable name shouldn’t be your subjective opinion. Choosing the right name isn’t simply a matter of creativity and aesthetics; it must align with your brand’s personality and resonate with your audience.

Understanding Who You Are

Brand personality refers to the human characteristics associated with your brand. Just like people, your brand has its own unique personality that shapes how it is perceived by consumers. By defining and understanding your brand’s personality, you can effectively connect with your target audience and build the consistency needed to establish an emotional bond.

Exploring What Is Possible

Once you have a clear understanding of your brand’s personality, it’s time to explore potential names. Begin by generating a list of relevant keywords, concepts, and associations related to your brand, product, audience, or industry. Encourage your team to contribute ideas and conduct research to gain inspiration. Remember to keep your target audience in mind and ensure that the names resonate with them. But, at this point, do not throw anything away. There are no wrong ideas.

Evaluating What Works

After you’ve generated ideas, it’s time to evaluate each against your brand’s personality. Consider whether the name aligns with the desired emotions, values, and attributes associated with your brand. Eliminate names that are too generic, don’t evoke the desired emotions, or lack competitive differentiation. Aim for a shortlist of names that stand out and accurately represent your brand’s unique identity.

Test, Research, and Refine

Once you have a shortlist of potential names, it’s crucial to test them and do a USPTO trademark search (Via the TESS tool) before moving forward. Conduct surveys, to gather feedback and then gauge the perception of each name. When narrowing down, consider the memorability, pronunciation, relevance, and emotional response the names elicit. Based on the feedback received, refine your list further and narrow it down to a few strong contenders.

Legal and Linguistic Considerations

Before finalizing your brand or product name, ensure that it is legally available and does not infringe upon existing trademarks. Consult with legal experts to perform a thorough trademark search and registration process to protect your brand. Additionally, consider any potential linguistic issues or cultural implications that the name may have in different markets or languages. The last thing you want is a nightmare scenario that some automakers have learned about the hard way. 

Make the Final Naming Decision

Armed with valuable insights from the previous steps, it’s time to make the final decision. Consider the inputs, but also the implications of a brand naming portfolio. Are you solving one issue while creating larger issues for other brands and products? How do the names work together or contrast where needed? Ensure that you’re clear on any legal risks associated with each shortlisted name, but don’t let fear push you to a safe choice. Choose a name that best reflects your brand’s personality, resonates with your target audience, and has the potential for long-term success.

Brand Personality Naming

Crafting a brand or product name that aligns with your brand personality is a strategic endeavor that requires thoughtful consideration and a deep understanding of your target audience. By following these steps and leveraging your brand’s unique personality, you can create a name that stands out in the market, establishes a strong emotional connection with consumers, and lays the foundation for a successful brand identity. Remember, a well-chosen brand name is not just a label but a powerful tool that can differentiate your brand and drive its growth.