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Name THAT Brand
By: Janet Kalandranis
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This isn’t a new topic on BTB, but it’s important enough to discuss again. That little brand name that many times is created at the start of a business. Maybe it’s given some thought, hopefully a lot, but many times it just sort of happens. Then business happens and hopefully the brand grows. But that brand name is with a brand almost forever. There are very few brands that can pull off a name change, so the first one that’s chosen is the one most likely to stick around for the long haul. It’s kind of a life-long decision, so each brand should make it a good one.

When talking brand names, there are a couple of suggestions to follow to make sure the right name is chosen. Below are some considerations when picking that brand name:

Make it Unique. This rule is tough. Brands don’t want to copy or seem like a name is copied from another brand. Make sure the name is true to the company. Uniqueness should easily be felt.

Put Creativity at the Mid-Level. Brands need to be creative when choosing a name for the business, but it’s important to not be too creative. Yes, there is such a thing. Just look up the new brand Fruttare and it should all become quite clear. How does one say that name? What does it mean? Why is it so confusing when it’s just popsicles? So yes, make it creative, but also make it something customers can understand.

Remember to Name THE Brand. Even if a brand name was picked out 10 years before the company was started, it’s important go back and make sure that name still works. Maybe products have changed or the idea has grown, so don’t just go with an old default; instead take the time to choose a name that works.

Think About Today and Tomorrow. This is key when naming a brand. It’s important to think broadly and understand where the brand might go. The name that is picked today is the one that needs to work 10 years from now, so make sure the name is not limiting, but also isn’t too far-fetched.

Say It. This is like a mini name test. Say the brand name over and over, talk about, tell people about it. A brand lives with its name forever so it’s best to hear the good, the bad, and the ugly at the beginning so there are fewer surprises along the way.

No one said naming a brand was easy, but hopefully with some guidelines there will be some serious thought and time put into creating the perfect name.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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