How to Choose a Brand Name
The brand name for your products or services can make or break your business. Think of popular companies you love: what do they all have in common? Most likely, it's a memorable brand --- sometimes tied into a catchy jingle, an eye-popping logo, or a consistent color scheme. To the customer, a memorable brand name means a product they trust.
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Things You'll Need
- Notebook
- Pen
- Thesaurus
- Graphic design software (or professional designer)
Instructions
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1
Reference your company's mission statement and goals (if you've written them) for a brainstorming session. If not, write down some things your company will value. Have a thesaurus on hand for additional ideas. Maybe you like the meaning of the word "classy," but want a word that sounds less pretentious. A thesaurus will point you towards other options like "chic, smart, elegant, dapper, and posh."
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2
Pick the category of brand name that best fits your business. All brands fall into three categories: descriptive, evocative and abstract. A descriptive name is straightforward, like "Chocolate Delight Cookies." An evocative name suggests the product but doesn't specify it --- perhaps "Choco Delights." Finally, an abstract name doesn't refer to the product at all. To stick with the cookie example, "Simple Delights" would be an abstract name.
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3
Hire a designer to help you with your brand name and logo design, unless you have great skill in graphic design. Typography, color and layout aren't aspects to be taken lightly. The wrong typeface can send a message that isn't consistent with your product. For example, a sleek underwear line probably wouldn't do well with a clunky font, in the same way a line of men's shoes probably shouldn't match up with flowing script.
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Think like a consumer. You may be in love with your long brand name, but generally people have a much easier time remembering names of three words or less. Keep it simple, easy to spell and easy to pronounce. Confusion over a brand's pronunciation might cause consumers to feel embarrassed when talking about your brand with friends, so don't give them any reason to keep from spreading your name!
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Think about the future before you settle on a brand name. Will the name and logo look good on both tiny labels and huge roadside billboards? Will it be consistent with future brands in your company? Is it timeless, or will it ever seem dated?
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Check to see if your desired name is protected by trademark, or if it already exists in the world. An internet search should give you a good idea, but you can also check the website of the U.S. Patent and Trademark office.
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