Perhaps you're reading this article because you're in the process of choosing a new brand name. Or you're considering a name change. In both cases, you probably wonder what's the best approach. Maybe you've researched domain names or gave a brand name generator a spin, just to explore the options. So, let's discuss the nuts and bolts of a naming strategy.
Below are two important questions you can ask yourself and practical tips you can use right away!
Laying a solid foundation: essential questions
1. Which elements of my strategy do I find important?
Is it your goal, for example, to become the biggest European company in your sector? If so, what would that look like? What conditions should your brandname meet? For instance, should it be easy to pronounce in every language?
2. Should your name just sound great or do you want it to mean something?
At first glance, 'Coolblue' is a pretty strange name. It only means something if you know the creative concept: 'Anything for a smile.' ‘MediaMarkt,’ on the other hand, is a very descriptive name: it's a market where you can buy media.What feeling do you want your name to create?
Coming up with a good brand name that sticks: 4 tips
Brainstorm till you drop
Devise a framework of all products or services you offer. Then use it to create connections. First, jot down whatever comes to mind: descriptive names, future-oriented words, and creative terms. Think outside the box, go crazy, and be original!
Befriend Google
No, I'm not saying you should copy and imitate. But you can use Google to gain inspiration. Are you open to a somewhat unusual name? Head over to GoogleTranslate and enter some great terms. Who knows? You might just discover the word ‘happiness’ sounds very funny or catchy in another language. It's an amazing source of inspiration!
Cast your vote
Coming up with a new brand name is usually a team effort. You've probably gathered a bunch of people who have joined you in collecting ideas. Once every individual has picked their top choices, it’s time to list all options. Have each member of your 'name team' explain their potential brand names, so you understand how ideas have come about. And then what? Well, this is the moment of truth: everyone casts their vote! This will clarify the majority's favorite, which you can then further research.
Check, check, check
Before you settle on a certain name, you need to find out whether it's already taken. If that's the case, one option might be to adjust the name — for example, by adding something to it. If your favorite brand name is used in the same industry, it might be better to pick another one. Once your name has passed this first ‘test,’ you need to know if the URL (domain name) is available. Here's a rule of thumb: the shorter your URL, the better. It's also easier for people to remember a short name, so you'll kill two birds with one stone.