Assessing and Evaluating Brand Names
The Power of a Brand Name
When Steve Jobs decided to call his company "Apple," he wasn't following the path of industry jargon or technical language. In an era where "computers" meant cold machines with equally clinical names, "Apple" was warm, inviting, and memorable. Jobs's choice demonstrated a profound insight: a brand name can define how a company is seen and how people feel about it. Brand names are not mere labels; they serve as the gateway to the brand's world, signaling purpose, personality, and promise.
From the perspective of market influence, a brand name goes far beyond semantics. A well-chosen name can increase visibility, communicate brand values, and cement consumer loyalty, setting a brand apart from competitors. This guide explores how brands can evaluate and assess potential names, weaving strategic thinking with creative storytelling, cultural awareness, and legal foresight.
Critical Principles of Brand Naming
Successful brands harness several critical principles in choosing a name that resonates across markets and endures over time. Here's how these foundational principles work in practice.
TLDR
1. Strategic Alignment
An effective brand name supports the company's long-term vision. When developing a brand name, many industry leaders consider immediate goals and future ambitions. A name that feels relevant today should still resonate when the company expands into new markets or diversifies its offerings.
The story of Head & Shoulders exemplifies strategic alignment. Launched initially as a dandruff shampoo, the name now represents an entire product line dedicated to scalp care, thanks to the breadth of its focus. A narrower name might have restricted future growth, but "Head & Shoulders" allows for diversification while staying true to its roots in hair health.
2. Promise and Messaging
A brand name often encapsulates a promise, giving consumers a glimpse into what the brand stands for. Sometimes, this promise is subtle, evoking an image rather than explicitly describing the product. Other times, it is straightforward, setting clear expectations.
Apple's choice of name was deliberately non-technical, reflecting its ethos of accessibility and simplicity. The name communicates a promise of user-friendly products that make technology approachable. The story of Apple's name reminds us that a brand's messaging can be expressed as much by what the name omits as by what it includes.
3. Sound Symbolism and Linguistics
Sound symbolism, the association of specific sounds with particular qualities, plays a surprising role in branding. Phonetic choices can shape consumer perception, with hard consonants often suggesting strength or boldness, while softer sounds convey sophistication or calmness.
With its sharp sounds and reference to the Greek goddess of victory, Nike's name exudes athleticism and ambition. Kodak, in contrast, is short, sharp, and easy to pronounce, suggesting simplicity and reliability. This linguistic choice makes a name memorable and a tool for telling the brand's story through its sound alone.
4. Global and Cultural Sensitivity
In an increasingly interconnected world, it is critical to ensure that a brand name translates well across cultures and languages. A name that resonates locally may have unintended or negative connotations in another market.
In 2021, Kim Kardashian's shapewear brand, named initially "Kimono," faced backlash for appropriating Japanese culture, particularly the significance of the traditional kimono garment. Renaming the brand "SKIMS" alleviated the controversy, showcasing the importance of cultural respect and sensitivity in brand naming.
5. Legal and Trademark Considerations
The need for a trademark search can often be underestimated when seeking a distinctive brand name. A name that must clear trademark checks in crucial markets can delay product launches, result in costly legal battles, and even necessitate rebranding.
By addressing these principles early, brands can avoid common pitfalls and build names that support longevity and growth.
Common Brand Naming Pitfalls
Sometimes, even the best intentions can result in brand names that fail to resonate or offend. Here's a look at some brand names that didn't translate well in specific markets and what they teach us.
1. Examples of Naming Disasters
Brand names occasionally take on unintended meanings in other languages or cultures. Some notable examples include:
Clairol's Mist Stick: When this curling iron was launched in Germany, the brand overlooked that "Mist" translates to "manure," which impacted the product's appeal.
Rolls-Royce's Cullinan SUV: While it may sound luxurious in English, "Cullinan" sounds similar to a slang term for excrement in specific Middle Eastern languages, a faux pas the brand must address carefully.
In Spanish-speaking countries, the Mitsubishi Pajero had to be renamed Montero because of its unwanted and unforeseen sexually derogatory meaning.
The Brand Naming Process – Step-by-Step
Developing a brand name is both an art and a science. Here's a structured process to ensure the name meets strategic, linguistic, and legal criteria.
Define a Clear Strategy: Align the name with the brand's core values, purpose, and personality.
Create a Naming Brief: Outline the brand's essence, target audience, and desired tone. This document serves as a foundational reference throughout the process.
Brainstorming and Free Association: Generate a broad range of potential names, allowing creative freedom without initial judgment. This exercise encourages exploration beyond apparent choices.
Screening and Initial Evaluation: Narrow options by evaluating each name's phonetics, memorability, cultural fit, and availability.
Legal Checks: Engage legal experts to confirm the name is available and defensible in the intended markets.
Research and Testing: Conduct quantitative and qualitative research to understand name associations with the target audience.
Quantitative Testing: Structured surveys to assess recognition and recall.
Qualitative Feedback: Focus groups or interviews to gather emotional responses and brand fit impressions.
Final Selection: Present top options to stakeholders for feedback, weighing the alignment with brand goals and the legal and cultural findings.
Domain and Digital Considerations: Verify the availability of a corresponding domain name and social media handles, ensuring the brand can be effectively represented online.
Practical Tips for Brand Naming Success
Navigating the naming process requires foresight, patience, and adaptability. Here are vital considerations to elevate the brand name selection process.
Start Early and Involve Key Stakeholders: Engaging stakeholders such as senior management, design teams, and legal advisors early in the process can prevent delays and ensure alignment across departments.
Consider Professional Naming Firms: Working with a naming consultancy can add valuable perspective for high-stakes brands or international markets. Experts offer access to advanced tools, competitive insights, and in-depth cultural checks, which are particularly beneficial for global or nuanced markets.
Balancing Rational and Emotional Appeal: It is vital to strike a balance between functional and emotional resonance. A name should reflect the product's core benefits and establish an emotional connection, contributing to consumer loyalty.
Conclusion: Ensuring Longevity and Flexibility in Brand Naming
A well-chosen brand name can grow and evolve with the company. Adaptable names support the brand through market changes, new product launches, and expansion efforts.
Focus on the Future: A name that anticipates the brand's growth and potential extensions is well-positioned for longevity.
Consistency as a Cornerstone: A consistent name across products and markets strengthens brand identity, fostering consumer loyalty and reinforcing the brand's values.
Ultimately, a brand name's success is determined by how it sounds or looks and how it resonates with consumers. Ultimately, the brand's delivery of its promise — through quality, service, and experience — builds loyalty and recognition. A name may open the door, but the brand's journey creates a lasting legacy.