6 Golden Rules and 5 Ways to Create an Impressive, Memorable Brand Name

Brand name is the most valuable asset of a brand, something that stays with the brand for life. It helps businesses differentiate themselves from other brands on the market and “imprint” them in the minds of customers. Naming a brand has never been a simple “task”, sometimes lasting several weeks, months or even years.

Hopefully the 6 “golden” principles and 5 ways to name a good, impressive brand name that ADSMO shares in this article will help you choose the right Brand name.

1. 6 “golden” principles for a good brand name

1.1 Meaningful brand name:

A good brand name is a name that can convey brand identity, evoke images, nurture positive emotions in customers and maintain their attention.

1.2 Distinctive brand name:

Each business’s brand name must be unique and stand out from its competitors. One of the biggest “taboos” when naming a brand is choosing a name that is similar or “similar” to a competitor. You should also avoid elements that competitors have used before.

1.3 Simple brand name:

Simplicity is one of the most violated brand naming principles. The chosen brand name must be easy to explain, easy to read, easy to spell and easy to search on Google. Even if you want to choose a creative brand name, it must be easy to understand. It is best to choose a short name, with few letters and can be “written as it is read”.

1.4 Protected brand names:

Choose a brand name that you can register as a trademark, name a website domain and “own” it both legally and cognitively. No matter how excellent a brand name is, if it cannot be protected, it will cause many risks for the business.

1.5 Brand names that are easy to develop:

From the beginning, think of a brand name that can grow with the business, maintain relevance and be easily adjusted when the business wants to launch new product lines and expand the brand in the future.

1.6 Intuitive brand name:

A visual brand name is a name that a business can easily convey through other brand identity designs such as symbols, logos, colors, etc.

See more: Lessons about the ST25 rice brand

2. 5 ways to name a good, impressive brand for every business

Let’s take a look at 5 popular ways to name a brand. Most businesses, large and small, apply these methods.

2.1 Naming a brand after its founder

Naming a brand after its founder is a traditional way. There are many leading corporations in the world named after their Founder.

• Gucci fashion brand is named after its founder Guccio Gucci.
• Luxury jewelry brand Tiffany & Co is named after its founder Charles Lewis Tiffany.

Advantages:

• Easy to name, doesn’t take much time to think
• Unique name so easy to maintain legal protection and website domain name.

Disadvantages:

• Closely tied to an individual’s story, it is difficult to transfer brand rights.
• Easily broken when the founder’s personal brand is in crisis.

2.2 Naming a brand according to description

Naming a brand according to description clearly shows customers the business’s field, products and services. It conveys the essence, unique characteristics, and mission of the brand to customers.

• The social network Facebook is a descriptive name: A book of faces.
• The group-buying business model Groupon is a descriptive name: A group of coupons

Advantages Points:

• Conveys brand story clearly and effectively to customers

Disadvantages:

• Difficult to expand the brand and develop diverse products.
• Difficult to protect because it is mainly made up of common words/phrases general.

2.3 Naming a new creative brand

These brand names show the creativity of the business and are present in the market for the first time. Many brands are built on original words from the Latin, Greek,… languages, then changed, added/removed letters, combined two or more words to better express the brand’s personality.

• The brand name of the number 1 camera empire in the US, Kodak, both begins and ends with the letter “k” and evokes the sound of taking a photo.
• The brand name of the network carrier Verizon is a variation of “Veritas” (Latin for “truth”) and “”Horizon” (horizon), meaning always looking towards the future.

Advantages:

• Proprietary, special, unique name, easy to protect
• Easy to remember, best represents brand identity

Disadvantages:

• Without a clear definition, a story needs to be built around the brand name.
• It requires huge costs to establish the meaning of the brand name in the minds of customers.

2.4 Metaphorical brand naming

Metaphorical brand names often use evocative elements, metaphors for experiences or brand positioning. They tend to be multidimensional, expressing the meaning of the brand, rather than just representing a specific product or service can.

• Sportswear brand Nike is a metaphor for the Greek goddess of victory.
• The leading e-commerce platform Amazon is a metaphor for the world’s largest river in South America.

Advantages:

• The foundation for brand positioning
• Create a difference from competitors
• Easier to remember, easier to protect than descriptive brand names

Disadvantages:

• Requires close connection with the business structure and model.

2.5 Naming an abbreviated brand name

This is the most basic way to name a brand. The abbreviated name is shortened from the full name of the business, making the brand more strategic.

• American fast-food chain Kentucky Fried Chicken has switched to the acronym KFC because “fried chicken” evokes unhealthy feelings.
• Hong Kong and Shanghai Bank has changed its name to HSBC to help the bank expand internationally.

Advantages:

• The brand name is short, easy to call or communicate with customers.

Disadvantages:

• Difficult to remember and difficult to protect the brand

To name a brand professionally, meaningfully, impressively, and develop To properly utilize the power in your branding campaign, businesses should contact ADSMO immediately for advice and support.

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