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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