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naming

We think, there’s a lot that should go in the process of developing a name for a company or a product. It's not a task to take lightly, nor is it wise to rush to a decision because business cards need to be printed or the website is ready to launch.

Here are 7 tips that will help to create a strong brand name:

  Here a few samples of names we have created for our clients:

- Actify (Marketing firm)
- Aktiv8Vapor
(E-cigarette)
- Jacobus Consulting
(IT)
- Roleo Therapeutic Massager
- Santo Diablo Mezcal (Liquor)
- Cache d'Or (Jewelry)
- Miami Candy (Jewelry)

1. Don't describe—differentiate. The biggest mistake companies make is being too literal with their names. A name should not attempt to simply describe; it should have the ability to suggest the essence or values of a company. Also, what’s important is, to always look at a name with your customer’s eyes. They may perceive a name differently than you do. Customers tend to respond more to emotional clues than dry descriptive terms. Ask yourself, would you rather buy a computer from “Jobs Computer Systems” or from “Apple”?

2. Avoid xyz. Names that are composed of initials are difficult to establish. They tend to get lost in the marketplace clutter without having a legacy like GE or IBM. "A no-name name is the corporate equivalent of a disguise." - Jack Trout

3. Research, research, research. The more data is available, the more likely you will be able to avoid the bias-trap. In early stages of the naming process it happens quite often that a favorite name gets tossed around which then leads to tunnel vision. Data allows to keep the focus on the larger picture.

4. If it's too obvious—forget it. The most successful names over the long-term are often those that are initially the most polarizing (think Google, Amazon, Apple, Starbucks). A name that is too obvious will only support the category but not the brand itself. When you select a name, you are looking for something to punch through the media clutter, not add to it. The objective is to stand out, not to blend in.

5. Brevity is key. One word brands are most effective. The shorter the better. Lengthy, multiple word names lead to truncation. When people mess with your name, you lose control over your brand.

6. Consumer or employee testing never works. While they are often well-meaning, they do not result in names that are based on the appropriate strategic rationale. To quote Henry Ford: “If I had asked people what they wanted, they would have said faster horses.”

7. It’s a global economy. Make sure the name also works in other languages. Nothing can be more embarrassing if your hot new company name spells something weird in Chinese or Spanish. Remember “Rolls Royce Silver Mist”? They had to rename it to “Silver Cloud” once they found out that “mist” means garbage in German. An expensive adventure.


To learn more about our services and what we can do for you to get you on this list, please contact us: 213.341.1642 Or send us and email





 
This Web site shows design concepts and samples (logo designs, branding, brand identities, corporate identities, book jackets and magazine illustrations, promotional flyers) and other graphic designs created by Marc Posch Design, Inc, a branding, design and marketing firm in Los Angeles, California, specializing on Web design, corporate identity/branding and advertising. All rights reserved. No part of this Website may be copied and published without written permission of Marc Posch Design, Inc. *External Link Disclaimer: Some Web pages listed in this site have links to Web sites outside the Marc Posch Design Web site. These outside links show work samples of Marc Posch Design, Inc and are designed to open in a separate browser window. If you click on these outside links you are subject to the privacy policies of the outside sites while you are visiting them. The Marc Posch Design Web site is not responsible for the content, accuracy, or advertising that may appear within the linked sites. Providing links to sites outside this Web site does not endorse in any way the content, opinions, political views, and any other subject matter contained on those sites. Art direction/concept: Marc Posch Design, Los Angeles· Contact