The brand name is the primary and most basic element of a company's identification. It has the power to evoke in the consumer's mind a deep set of meanings that have been established over time. Therefore, it is not merely a word but a term that names the entire symbolic construction of a brand embedded in our culture. The linguist Saussure explains that "a name is a linguistic sign that unites not a thing with a word, but a concept with an acoustic image" (Rodrigues, 2013, p. 36).
Observe how this works. What is the brand name that automatically comes to your mind when you visualize the following graphic symbols: red color, white waves, Santa Claus, polar bear, sinuous glass bottle? Coca-Cola? In other words, the simple set of letters that forms the name of this brand has the power to evoke all this imagery constructed not only in your mind but in the minds of various people in different cultures.
The brand name is one of the most important elements of expression for building its identity.
The moment of creating your company's name should not be underestimated. The name of your brand should be thought of strategically and express your essence. Do not choose just any word to carry all these meanings that you will build. Unlike other expressive elements that can be modified or adapted over time, the name undergoes no adjustments because changing a letter would create a completely different word. Changing a brand name requires immense effort from the company. In addition to redoing all communication materials with the new name, you need to transfer all the meanings built in the mind of your consumer from name X to name Y. Demanding this kind of effort from your customer is quite risky, as many perceptions can be lost along the way.
What is needed to create a good name?
The name construction project, naming, contributes to positioning a brand correctly in the market, making communication with your target audience easier. A poorly constructed name can evoke negative perceptions, cause confusion, or even hinder the growth of your brand. Therefore, a good name should be created considering the following requirements:
1. Distinctiveness:
The name should be introduced to the market without the risk of confusing with third-party brands, including ideologically. For example, observe the similarity of the names and also the graphic form of the brands Negresco, Escureto, and Negrito. This practice, besides not being well-received by consumers, shows that your brand lacks originality.
2. Arbitrariness:
Avoid creating descriptive names that suggest the type of product or category. They are more difficult to register with the INPI (National Institute of Industrial Property in Brazil) since they can be considered common use within your category and also hinder the company's growth and the inclusion of other product or service segments. For example, a brand called "Casa das Cucas" (House of Cakes) does not have a strong name since these words may not be considered exclusive during the registration process. Additionally, if this company turns into a convenience store and starts selling hygiene products, the name will hinder this transition as customers would not remember "Casa das Cucas" when they need to buy toilet paper.
3. Positive Associations:
The name of your brand should have positive associations that reinforce the essence of your business. An important step in the creation process is to analyze the negative perceptions that the name may have in the segment you operate in. For example, there is an Australian jewelry store called "Bunda." Is this something negative? Not necessarily. Probably, this term means nothing to its consumers. However, if the company wanted to expand to Brazil, it would surely face problems.
4. Memorability:
The name of your brand should be easy to remember. You don't want your consumer to make a lot of effort to remember your company's name, right? Generally, short names with up to 3 syllables work better, although it is not a rule. Another resource for creating memorable names is metaphors, instead of using invented words that do not exist in the vocabulary. For example, Apple uses a common word to build associations of "desire" and "innovation" since the "apple" refers to the forbidden fruit in the Garden of Eden and the fruit that fell on Newton's head.
5. Pronunciation:
Your name should be easy enough for your customers to pronounce naturally or be easily taught to say correctly. If your name is too difficult and requires a lot of effort to learn how to say it, it won't work. When Leite Moça (Milk Girl) arrived in Brazil, it used the name "Milkmaid," a word that was difficult to pronounce for consumers at the time. The product was called "O Leite da Moça" (The Milk of the Girl) due to the packaging illustration. Nestlé then appropriated the already popular name.
6. Sound:
The sound emitted when pronouncing your name should sound good. Cacophonic words or tongue twisters can create unpleasant sounds. Also, avoid words whose sound may refer to something negative or an association you do not want for your brand. For example, during the naming process for a burger joint, we created the name "Plito," which, in a perception survey with the public, was associated with "Pirulito" (Lollipop) due to its sound.
7. Protection:
For your brand to be fully protected and you have ownership of your name, it needs to be registered with the brand regulation office of the country. When registered, the brand has legal protection and can only be used exclusively by its owner. This prevents any competitor from using your brand improperly or creating similar copies. Currently, it is quite challenging to find a viable name since thousands of brands have already been protected. Therefore, analyze the possibility of registration before deciding on the name.
The investment to develop a naming project following these guidelines is lower than the costs you would have to change the name later or face a lawsuit for the improper use of third-party brands. Thus, names should not be chosen casually but should be thought out considering their essence, brand strategy, and business expansion plans.