How to come up with a brand name: ideas, examples. Name for a brand of clothing, food, children's products

2024 Author: Trinity Chesterton | [email protected]. Last modified: 2023-12-16 08:12

Whenever we are faced with the need to purchase something, be it clothes, appliances, cars or groceries, we think about who we will buy from. And in our minds, we involuntarily reproduce the name of the company or brand, or rather the brand that is so well remembered and evokes the necessary associations.

What is a brand?

There are many stories when companies with a sonorous name appeared, and the buyer immediately remembered it. But most often the name arises due to some rules that are associated with psychology, grammar, phonetics and vocabulary, because there is even a whole direction in creating a brand name - naming.

brand name, how to come up with

On the one hand, it seems that coming up with a name is an easy task, but it's not for nothing that they say: whatever you call a boat, that's how it will float! And the meaning of this saying is very deep.

For the first time the word "naming" appeared not in the XXI and not in the last century, but in the XIX century, when economic competition began to develop and manufacturers fought for theirbuyer.

Today this is a special direction, in which many books have been written, and first of all this is due to the fact that the competition is very big, and therefore you need to be the best in everything, having a unique and original name.

A brand is not just a name, and not even just a brand name, as is often thought, it is something more, because it includes both the name, and auditory, and visual components. When a person hears the name of a brand, he immediately has sympathy or antipathy.

A few rules for coming up with a company name

Naming is a whole science, and therefore it has long developed rules for how to come up with a unique and original name. To understand what to create, you need to imagine that a person can know no more than 10 names from one product line, and he will immediately name one or two brands, and dozens of products can be presented in the store.

The name of the new brand should burn into the memory of future consumers and correctly direct to associations. This means that the title should indicate:

what is the company's idea;
who this brand is for;
what are the motivations to buy the product.

At the same time, you need to choose a name for the brand so that it does not carry negativity, does not offend anyone and does not misinform buyers.

It is worth remembering the legal side and checking on official websites and portals whether the given name already exists. Although there are firmsin which the legal entity can be called anything, but the trade name is different. This is often done by companies that have several areas in their activities, where goods or services are not connected in any way.

Most often, the following is taken as the basis for their company name:

names (children, loved ones, your last name);
direction of services (plumbing, windows, products);
geographical objects or category name (factory such and such, store such and such).

But, as a rule, such names are too simple and not easy to remember, although they can be partly unique, so you should use not only the rules, but also tips to make them beautiful and original.

How to come up with a brand name: some tips

Brand is the name of the company, which can be contained in one word, phrase or abbreviation. Here you need to think about several components:

Phonetics - the word should be rhythmic, sonorous and easy to pronounce, and also different from the names of competitors.
Phonosemantics - when a person pronounces the name, it should cause certain associations, i.e. if he says "products", then he should think not about furniture, cars, but about food.
Vocabulary - in addition to the fact that the word needs to be easy to pronounce, it can also be easily written down without suffering, for example, the question of which syllable to stress.

At the same time, one should be careful about such a concept as fashion. Indeed, today only words are in fashion or in trend, andin five years they will be replaced by others, and the new generation will no longer understand what the name says. We must not forget that the first thing the client will encounter will be the name, and he must like it.

new brand name

Another rule of thumb on how to come up with a brand name is to test it on your acquaintances and friends. Ask them if it is easy to read, if the person understands what it is about, what associations they have. You need to check on several levels: stylistic, phonetic, visual.

Perhaps beautiful Italian words will be chosen for the brand name (after all, this is a very melodic and sonorous language), but only a small part of the population knows Italian and will be able to immediately understand what this company is connected with. Now, if a company is somehow connected with Italy, for example, it is a travel company that creates and selects tours to the named country, then you can safely use Italian as a name.

Don't forget to check the name in the search engines. The smaller the result, the better, because in this way associations will arise with your company, and not with a few dozen more.

Multiple steps

There are certain rules about how to come up with a company name, and they should be followed during the branding process. It also consists of several stages:

Goal setting - analysis of the target audience to understand how it reacts to certain phrases phonetically and aesthetically.
Development - you need to come up with several options, thenconduct a semantic and phonetic analysis that will help eliminate several proposed options at once.
Assessment and approval - after the chosen option, it is necessary to conduct an objective assessment according to such criteria as perception, correspondence of the name of the company's activity to modern concepts, as well as the status of the company. A firm that produces building materials cannot choose the name "Antoshka" for itself, as it is not respectable, but it is perfect for a store in a residential area.

Typical mistakes

Often people think that coming up with a name is a matter of minutes or hours, and they make certain mistakes by choosing a name that is not related to either strategy or positioning. The most common mistakes are:

Wrong association - before choosing words for a brand name, ask yourself what you would imagine if you were a customer.
Mismatch with the title. For example, what can one imagine when hearing the name "the best among …", but instead the client sees a peeled door and a tiny office where one person works.
Complicated name and pronunciation. The simpler the better, and today it is gaining momentum. If a whole sentence is hidden in the title, then a potential client will definitely not like it.
Twins. It is very easy to come up with a name by changing one letter in a word, but sooner or later the client will realize that he is being deceived and does not provide the quality that he expects. So once they decided to come up with a name for a clothing brand, takingfamous brand Adidas and replacing the letters to make it - Adimas and Abibas. This option causes only criticism and is suitable for increasing short-term capital.

Should I entrust this task to professionals

The science of naming was invented for a reason, so today there are various agencies that create a brand for various companies. It can be PR or branding agencies.

But before entrusting the matter to professionals, it is worth setting a clear technical task for them, providing some information about the company and expressing your wish.

brand name words

Specialists will come up with a brand in several stages: generate options, conduct selection, test selected ones, conduct legal due diligence and registration.

Ideas for a brand name can be different, but which of them will be winning, professionals know.

How to come up with a name yourself

Of course, someone will prefer to deal with this task on their own and think about how to come up with a brand name, because only the owner himself knows well what he does and how best to present it to the consumer.

choose a brand name

But here, after all, the work of not one person, but a team will be required. Together with her, it will be necessary to brainstorm, work out many ideas and options in order to subsequently choose the best one.

Help with creation

How to come up with a brand name - on your own or entrust the caseprofessionals? Everyone decides what to do, but it is worth remembering that there are several good programs that can help in this responsible matter. There are several name generators that suggest several directions, but this does not mean that the one proposed by the generator should be used immediately, because someone else can take this option.