New Year, New Name
Research into naming, continued
Hi friends! this week, I’m working on implementing new design features for Typogram. In addition, we are working on a naming guide (Previously, I also wrote about how we named our startup). Often, people come to us asking about naming their business. Recently, As I've been researching for the naming guide, I came across an excellent method. Read more below.
When you start a new company, product, or project, naming your brand is one of the first critical yet mind-boggling steps. How do you come up with a catchy name? What are the considerations? In this post, we go over a great strategy for generating brand names.
A Naming Matrix
If you are stuck on creating a brand name, you can create a naming matrix. Recently, I came across Jeremy Miller’s Namescape, which helps you to create a brand name based on two axes:
Structure of the word
Types of names
Structure of Words
According to Namescape, you can consider several types of word structures when naming your brand, such as real, blended, invented, acronyms, or misspelled words.
Real words are actual words with meaning used in real life. Examples of brand names using this strategy are Patagonia (Retail), Sprite(Beverage), Better (Morgage), and Mint (Telecommuting). Another way to generate brand names is through blended words- combining two words. Some brand examples are AllTrails (Outdoor), Care Bear(Toy), and Dr.Peper (Beverage).
You can also invent words by combining multiple words into a single one. For example, Fanta(Beverage), Pepsi(Beverage), Starbucks(Beverage), Facebook(Tech), and Activia (Food). Creating acronyms from words is also a popular method for generating brand names. 7UP(Beverage) or YMCA(Non Profit) are great examples of brand names created using acronyms.
Finally, you can create a brand name through misspelled words by adding, omitting, or substituting letters. Brands like Sunkist(Beverage) and Lyft(Transportation) are great examples of this.
Types of Names
Once you have thought about the structure of the words, you can also think about types of names. For example, descriptive names (Mountain Dew) can conjure up images and feelings from your audience. Suggestive names, like Petco, can hint at what a product or service will do. Completely abstract names with memorable sounds, like Figma(Design tool), that quickly come up in conversations.
Things to Watch Out For
№1. Legal Issues
Double-check trademarks and copyrights to avoid legal complications. Consult with a legal expert if you have doubts.
№2. Domain Availability
Ensure that a matching domain name is available. Your online presence is fairly important, and a matching domain can make a significant difference.
№3. Scalability
Consider the long-term. Will your chosen name still make sense if your business or product expands or diversifies?
№4. Cultural Sensitivity
Be aware of cultural and social sensitivities. A name that might be harmless in one context could be offensive in another.
In conclusion, naming is an art that requires careful consideration. It's not just about choosing a word; it's about creating an identity. Take your time, involve others in the process. A well-thought-out name can only help!
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