What's in a name? A lot, of course. Many people attach emotional value to it. And that's understandable, especially if your story is the foundation for your brand. You consider your brand your baby, so you want to give it a beautiful name. But coming up with a brand name encompasses so much more. What I'm going to say might seem extremely odd to you, but I'll say it anyway: you don't have to like a brand name.

I can hear you exclaim, “What?!” “Should I pick a name I dislike?” Well, no. My advice? Choose a name that matches your vision and sounds great. Here's the thing, though: you won't necessarily fall head over heels in love with it.

The emotional component often comes later. If you think about it, it's pretty much the same as with a baby. When a baby is born, you give it a name. But as your child grows up, it embodies that name. And at some point, it just clicks. You'll have an epiphany and say, “Hey, this name suits my child perfectly!”

Something similar happens with a good brand name. The moment you're presented with your new name on a PowerPoint slide, you should first determine whether it represents your vision. Once you add your strategy to this name and build a look and feel around it, it will stand for your brand.The emotional value will naturally arise!

Marketing allows you to bring your company to your target audience's attention. The goal is to highlight your product or service through different channels. But what's the exact message you convey?
‍

When Online Baby Plants knocked on our door, we initially didn't want to tinker with the name. But from the strategic session, we concluded Online Baby Plants had bigger ambitions. These stretched far beyond selling small cutting plants. They aimed to become the largest plant warehouse in Europe. So, they needed a new, more generic name that could cover several products.

We came up with the name 'Plnts.' It's wonderfully short, and — not unimportant — it was available online. But it might not be a name that instantly makes you feel warm and fuzzy. But once you build a brand around it — well, that's when it becomes powerful. Consider it the soul. Just as with a child, it ensures the name is inextricably linked to your vision and values (and, in the case of a brand, products). We also developed a creative concept: ‘Grow your home.’ For plants don't just grow; they also make for a cozy home. Just that one sentence makes it sound very different, doesn't it?

“But,” I can hear you wonder, “what about brand recognition? What happened with Online Baby Plants’ loyal fans?” Well, thanks to a teaser campaign and a winning introduction, they embraced the new name within a week. That's how fast things can go if you pick a new, distinctive name that matches your vision! The target audience gets the gist of what you do and goes along with it.

Of course, you can never know for sure if existing and potential customers jump on your ‘name change train’ beforehand, so you're embarking on quite the ride. I'll be the first to admit that. But I stand by my statement: your strategy comes first. Your name needs to match it. Period. And the truth is, sometimes it no longer does. Here's another example: Dr. Veggie.It has a medical sound to it — and initially, that was exactly the intention, as the brand used to focus on cleansing and detox. But from a strategic perspective, it was time to change tack: why not offer a daily juice as an addition to a healthy lifestyle exactly when someone needs it? ‘The doctor’ needed to pack his bags! If the ambition is to help people feel comfortable in their own skin, the message can't be to have them make a doctor's appointment — that isn't preferable, is it? Here's the new brand name we came up with: ’Daylr.’ We also developed a creative concept: ‘There’s something good in every Daylr.’

Think about it: they probably sell the same product or service as you, so if you model yourself after them, you don't have a differentiator. And then you'll have no choice but to compete on price. You will turn into one of those companies whose bargain-hunter customers leap from one party to the other. Not exactly loyal customers, are they? Those are the ones the average company tries to avoid. It's much more fruitful to create fans: ambassadors who voluntarily promote you simply because they're endlessly excited about your company.

Wonder what you need to accomplish that? Your own brand! And you'll have to pull out all the stops — flesh out your underlying values, a brand story, a vision, and a mission. All these things are reflected in your brand promise and identity, but we'll discuss those below. First, I'll provide a practical example to make branding more concrete.

“Alright,” you reason, “but what if I've had this brand name for decades? Shouldn't I have an amazing eureka moment in which a new name comes to me?” Well, no. If you sit around waiting for an epiphany, you sure won't have it. Not even if your new name is practically right in front of you. Remember, just as with a child, you should allow your brand to embody your name. Make sure your name fits your positioning and ideal future. Then, let it merge with who you are.

And since we're having a little ‘down to earth moment,’ I'd also like to say this: you can never use one word to explain everything you do. A name should be catchy and, most importantly, suit you. Make sure it reflects where your business is headed and build an explanation around it.

So if your brand name no longer represents where you're headed — for example, because of a different positioning or an acquisition — it could be time for a name change. And that should always — always — be a strategic choice. Your emotions shouldn't be a factor, as they won't help you make the right decision.

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.

Anyone can come up with a name. But coming up with a great brand name that's strong because it matches your vision and supports your strategy — well, that requires knowledge and expertise. As branding specialists, we prefer to join forces with our clients in a workshop setting. Why? Well, suppose a doctor helps you deliver a baby. You probably won't ask them, “While you're at it, can you come up with a name for my baby, too?” Right?

Like a doctor, we bring our expertise to the table. When the session starts, we've completed the preliminary work. Then, it's time to discuss things with you. We brainstorm, write, strike out words — on repeat! We focus on the strategy; you concentrate on the emotional value. Remember I said emotions can't be leading? Well, I stand by that. But of course, you should feel good about your new name. By joining forces, we come up with the best brand name. It's a great process, both for us and you!