How to Create a Unique Brand Name: A Comprehensive Guide
Introduction
With an estimated 300 million companies globally, finding a unique brand name is increasingly difficult. This guide provides three essential steps to help you create a memorable brand name.
Step 1: Select the Type of Name
There are seven categories of brand names:
- Aonomous Names: Names like Disney and Burberry that reflect the vision of their founders.
- Descriptive Names: Names such as American Airlines that describe what the company does, but can be lengthy and hard to protect.
- Acronyms: Shortened versions of descriptive names, like GE and KFC, which can be strategic for branding.
- Real Words: Names like Uber and Slack that are derived from dictionary terms, suggesting attributes or benefits.
- Composite Names: Names like Facebook and Ray-Ban that combine two words for a memorable effect.
- Invented Names: Unique names created by altering existing words, such as Kleenex and Pinterest.
- Associative Names: Names that evoke imagery related to the brand, like Amazon and Red Bull.
- Non-English Names: Names derived from other languages, such as Samsung and Lego.
- Abstract Names: Names like Rolex and Kodak that rely on phonetics rather than meaning.
Step 2: Define What the Name Should Convey
The best brand names represent a big idea rather than merely describing the product or service. Consider what emotional appeal you want your brand to have. For example:
- Nike: Winning
- GoPro: Heroism
- Apple: Simplicity
- Google: Organizing information
Step 3: Check Name Availability
Once you have a name in mind, ensure it isn’t already taken. You may need to brainstorm hundreds of options. Additionally, check that the name doesn’t have negative connotations in other languages.
Case Study: Alphabet
Alphabet, the parent company of Google, exemplifies a great brand name. It represents an idea, links back to its subsidiaries, and is a real dictionary word. Despite challenges like URL ownership, the company successfully established a unique web address, abc.xyz.
Conclusion
Creating a unique brand name requires careful consideration of its type, meaning, and availability. By following these steps, you can develop a name that stands out in a crowded marketplace. For further insights on branding, consider exploring our guide on Unlocking Personal Branding Success: The Three-Pillar Method for Rapid Growth and Mastering Personal Branding: Stand Out in a Crowded Market. Understanding the psychological aspects of branding can also enhance your approach; check out The Psychological Impact of Branding on Consumer Behavior for more information.
There are an estimated 300 million companies in the world today. That's 300 million brands. Some brands as big as
Apple and Coca-Cola. Others as small as a oneperson business. With so many brands in the world, it's getting harder
to create and find a unique name. So, how do you create a great brand name? How can you play and win the name game?
You start with three steps. First, select what type of name you want. There are seven different categories of names,
and pretty much every brand in the world falls within one of these seven categories. Aonomous names like Disney
and Burberry work by embodying the vision and beliefs of their founders. These names are okay if you're feeling
lazy or just have a big ego. Adidas is more unique. It's derived from Adidas, the company's founder. And Tesla wasn't
created by Nicola Tesla. He died in 1943, but the name is an homage to Tesla's electrical engineering
achievements. Descriptive names like American Airlines and the Home Depot work by telling you exactly what the
company does, but these names can be a mouthful and are much harder to own and protect. Acronyms like GE and BP are
just shorthand versions of descriptive names. Some acronyms are more strategic. Kentucky Fried Chicken switched to KFC
because fried chicken didn't sound too healthy. and the Hong Kong and Shanghai bank changed to H changed to H H H H H H
H H H H H H H H H H H H H H HSBC to help the bank expand globally. Real words like Uber and Slack
are ripped right out of a dictionary and suggest attributes or benefits. Uber literally means an
outstanding example. So it works well for a company with big broad bold ambitions beyond ride hailing. Now real
words might seem like good ideas, but in a world of 300 million companies, it's getting harder to find a name. hard hard
it's hard to find any real words left in a dictionary. Composite names like
Facebook and Rayban are created by gluing two words together. These names have a kind of one two punch and can be
really memorable. Because it's so hard to find real words, companies like Kleenex and Pinterest have invented
names by changing, adding, or removing letters for impact. Now, invented names can be highly unique, but if you're not
careful, they can start to sound like pharmaceutical drugs or worse, the name of a sofa from
IKEA. Associative names work by reflecting imagery and meaning back to their back to the brand. The Amazon in
South America is the world's largest river, therefore the Earth's biggest selection of books, clothes, content,
and so on. Sirius is the brightest star, therefore the radio channels where you can hear the brightest stars of music
and entertainment. And Red Bull associates to a drink with bull-like qualities such as power and
confidence. Some brands are derived from non-English languages like Samsung, which means three stars in Korean. Lego
means play well in Danish. Zapos comes from the Spanish word sapato for shoes. And Hulu comes I bet you didn't know
that Hulu actually comes from a Chinese proverb. A hulu is a bowl used to store precious
things. Finally, the seventh type is abstract names. names like Rolex and and Kodak. These names have no intrinsic
meaning, but instead rely on the power of phonetics to create really powerful brand
names. Okay. So, once you've decided what type of name you you you you want, you need to decide what you want the
name to say. And look, of course, it's tempting to create names that talk about who created them or what you do or where
you operate. But the best brand names don't don't describe. They stand for a big idea, ones that translates into
emotional appeal. Nike is about winning. GoPro is about heroism. Apple is about simplicity and usability. And Google
comes from the math term. That's a one with a 100 zeros after it. So that really big number helps support the
company's really big original vision to organize the world's information. So as you think about your new brand, think
carefully and ask yourself, what's your big idea? The third step is to check the
name isn't already taken. You might have to create hundreds of names, perhaps thousands before you find one that's
even available. And of course, don't forget to check the name uh means doesn't mean anything negative in other
languages or countries. The last thing you want is an embarrassing naming fail like this brand of toilet paper from
Sweden. Finally, a few words about Alphabet, the parent company of Google, and now one of the world's most valuable
companies. Much has been said and written about the the the business strategy, but I'll say a few words about
the name. Is Alphabet a great name? You bet. First of all, the name is an idea. As we all know, an alphabet is a set of
letters that forms the basis of all language and communication. Second, the name provides a playful link back to the
companies underneath. G for Google, C for Calico, N for Nest, X, and so on. Third, the name encourages Wall Street
investors. Buy this stock and you're making an alpha bet, one that will outperform others.
And and last of all, the name is a real dictionary word, which is a rare find these days. Now, there was only one
issue with Alphabet. Car company BMW owned the URL alphabet.com. But, you know, here's the thing. Owning the.com
doesn't matter as much these days now that we find stuff through Google search and we connect with brands through
social media and smartphone apps. So, Alphabet, the company, forgot about Alphabet.com and instead found a shorter
and more unique web address. abc.xyz. Thank you. Thank you, Jonathan.
Heads up!
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