The flagship of your company – the name

|   Brand Development

The first contact with your customer will most likely be a passive one through your name. This is mostly the first impression your customers will get of your company. Choose wisely.

The naming process takes up a key passage in the brand development. The name connects the brand values, positioning and message, that evoke associations for the customer, thus it is the flagship of your company.

A wisely chosen name creates an image and tells a story, for an emotional bond to the brand.

 

Characteristics of a good name are

  • easy to read and write (if nobody can write it, nobody will search for it)
  • easy to pronounce
  • as short as possible (one two syllabls)
  • has to be unique in the branch
  • easy to remember
  • has a pleasant sound
  • appealing in written presentation (it has to be different from the rest of the words)
  • creates awareness

 

Important tasks in addition to that

  • It has been checked in different languages, so that there are no ambiguous meanings hidden
  • The domain had been checked (to see if the top 10 domains are still available)
  • don’t use acronyms

 

Possible name categories you can choose from
  • The own name gives the client the feelings of personal contact, trust and bond.
  • The self explaining name should include a service or product.
  • The mythical name allows a comparison to the qualities of gods and is a sign of elegance.
  • The exotic name can be from another language. It must still be universally understandable. French/ Italian names are mostly connected to style/ lifestyle or pleasure.
  • The patchwork-name from two or more words (e.g. the syllables of the first- and surname).
  • The art name is a creative way of naming your brand. It is a completely new name.
  • Variation through the changing of letters lead to a completely different sound of the word.
  • Build in numbers for a pun.

 

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