How to create brand names when everything is already invented.

More than 10 million brands are registered worldwide each year. There are more than 500 million accounts on Instagram, and there are more than 1.7 billion websites in the world.

Considering that online presence is becoming more important every day, or even the only platform on which many brands are present, finding a unique identity among this ocean of names is becoming more and more complicated.

But we can’t create a brand without giving it an identity. In fact, this has already been tried by brands like Brandless, with a very flat and simple image that conveys that the product is what it is and is not intended to be anything else. But, however ironic it may seem, it is precisely a very strong name and visual identity.

And who doesn’t know any «The unnamed Bar» or «The store without a name», that being the name. Anyway, I guess in the ’80s, when they opened those establishments, it was funny. And why change now the labels and signs, if they’re still looking like new… 😉

Better not fall into these nameless names as a result of despair. So here’s my advice for creating future-proof names.

Are there foolproof techniques for creating a brand name?

It is true that there are certain guidelines that can help us create a good naming. To do this we can make use of the neuroscience to know what our brain likes best, such as using numbers as part of the name (our brain loves the number 3! ).

But in general, this would work if we weren’t so overexposed to brands, and to content and information in general.

A clear example I usually use is the streets of Tokyo or Hong Kong, filled with luminous signs everywhere where you see so much, that you don’t see anything.

Many brands choose very groundbreaking names that come out of all schemes. Here are some clear examples:

The problem with creating such an eye-catching name is that perhaps at that moment it stands out, but we don’t know how it’s going to be perceived in the future. Over time it may sound strange, or stop being different because many other brands apply those types of names, and in the end, it’s no longer unique.

There is currently a tendency to add suffixes to a name, which usually makes it sound more international. But, again, when many brands decide on the same pattern, none of them stand out anymore. A few more examples:

Therefore, since the context in which trademarks is oversaturated, the best way to create a unique name is not to follow any norm, technique, or trend. Because if we do, we’ll just be one more. (Same about the guidelines of best hours to post on Social Media. If in the end everyone publishes at the same time, it’s worthless. Better to be relevant than follow a trend.)

Brand names «future-proof»

Before we despair looking for an original name that can be kept in time, let’s go back to the beginning.

Every brand emerges from something and carries a story behind it that has led to its birth. It’s best to take this as a starting point for thinking about the name. This will always remind us of our essence and the reason why of the brand. Because there may be thousands of brands selling the same thing as you, but each and every story is different, so this will be a way to find a more unique identity.

I wouldn’t worry so much about how the name sounds, whether it’s short, or catchy. It simply has to represent the roots of the brand, and this can be with both existing and newly created words.

Also, it’s worth remembering that the name isn’t everything, and that we can help strengthen it with other parts of the brand and communication actions. What really matters is that everything together has a powerful meaning and story, and not that the name is just catchy.

There’s a reason why brands like Xiaomi, Birkenstock or Schwarzkopf have managed to be so strong despite being so hard to pronounce for most of the population!

Deja una respuesta

Tu dirección de correo electrónico no será publicada. Los campos obligatorios están marcados con *