Naming

Naming to win

At the core of any brand or product is its name. Names are the means by which we identify and categorize the things we experience in the world, the way we tell our friends about them, the way we find them, and the way we remember them. Names are without a doubt the most enduring element of a brand, product or offering, and a key tool to for positioning in competitive spaces.

When approaching any naming project it is best develop a creative strategy to support your efforts. Naming is by its nature one of the more subjective creative processes you will face. You can generate a great name and it may get shot down because someone got bit by dog with that name when they were a kid. Traumatic yes. Should this have any bearing on your naming project? No, but it will in some form.

Your naming strategy should include clear objectives and strategic directions for the name, including associations. Be sure the strategy is thorough and has buy in from all members of the approval process. Remember you will have to sell the new names on multiple levels starting with your internal team, management and legal. Once you clear the internal process, you need to make sure the name is appropriate for your audience and in the context of your competition. 

There are four things we look for in a good name:

  1. Impact - you have to get noticed to be considered at all.
  2. Memorability - people need to be able to easily recollect your offering. Pronounceability plays a key role in memorability.
  3. Association-building - people need to understand what you're offering and why.
  4. Protectability - you want a name that fends off the "me too's" of the world and clearly stakes out your position in the market.
 
Bank of America Accolades
Bank of America Accolades
Naming in an extremely cluttered category
 
Kimber Pepper Blaster
Kimber Pepper Blaster
See me. Feel me. Touch me.
Kodak Picture Paper Naming
Kodak Picture Paper Naming
Make it yours. Make it clear.
Getinge
Getinge
Great design supports your business objectives
UNYTE
UNYTE
Even acronyms can work harder
 
Kodak Perfect Touch
Kodak Perfect Touch
Sometimes you need a gentle touch
Skin Sensuals
Skin Sensuals
A name you can feel
Image Link
Image Link
How much can you say with a symbol?
Expotential
Expotential
Simple strokes for visual impact
 
Chill-Out Fans
Chill-Out Fans
Chill-Out needed to heat up sales
 
Red House Partners
Red House Partners
Linking to the past, presenting the future
AMI Doduco
AMI Doduco
The best of both worlds
Restora Naming
Restora Naming
Creating a portfolio
Taylor Meat Naming
Taylor Meat Naming
Associating with the best
 
Kodak MarketMover
Kodak MarketMover
Moving markets and more
Beach Party Reserve Wine
Beach Party Reserve Wine
Beach Party Reserve Wine
 
Party In A Box
Party In A Box
Using identity to breathe new life into a tired brand
Wegmans Trenditions
Wegmans Trenditions
Premium private label
KG Connections
KG Connections
Looking the part
Interplak Power Toothbrush
Interplak Power Toothbrush
Design that proves the competition is obsolete
 
Upstate Farms Naming
Upstate Farms Naming
Aspiring to something more
 
 
 
Brand Development by Design