The 5 Key Attributes that Help a Business Name become a Brand Name

A great company name can be a real asset to your business. If it’s really good, it could develop into an important element of your brand. So when you’re choosing a name for your new business, consider these 5 key attributes of a business name that make it ‘brandable’. Give it the potential to become a brand name. (9 Sample Brand Strategy Templates)

1. Short and Sweet Names

It’s short and sweetBusiness names are more likely to become brand names if they’re short
or succinct. If they’re short, they’re easier to say, spell and remember. This isn’t just about
the number of letters. It’s really all about syllables and two or three syllables is ideal. And
brevity should not come at the cost of legibility, there are some basic rules of spelling (what
linguists call orthography) that help people to immediately know how groups of letters are
pronounced – so the letters in the name should always be sequenced or grouped in
conventional ways, even if the word itself is not a real dictionary word. So Syolo is a great
name, even though it’s synthetic; whereas Snzrrdy isn’t!

2. DistinctiveOne

It’s distinctiveOne of the key roles of a brand is to create differentiation, no matter how
attractive or comfortable a name might appear, it will not contribute to effective branding of
a business if it’s similar to the name of a competitor or even a well-known business in
another sector. A great brand name stands out. It’s not just a version of a familiar type of
name, and it doesn’t just follow the latest naming trend. When a brand name is distinctive, it
becomes ownable and it is easily associated with the attributes of the business.
Importantly, ‘distinctive’ does not mean ‘unique’ although a brand name might aspire to
being unique, as long as it’s different and uncommon in its marketplace, it’s ‘unique enough’.

3. Hints to the nature of the business

It’s not literal or descriptive. Great brand names are not specific, in fact they are often vague and
even meaningless. So they don’t merely describe what a business does or what the company
makes. Instead, they concentrate on characteristics like personality, attitude or approach or
they just give a few clues, or hints as to the nature of the business. This not only produces
business names that are more interesting than dull, generic descriptive names, but it also
allows businesses to evolve over time without confusing its audiences with a misleading
name or needing to change their business name to suit their new focus. Nokia started life as
a paper manufacturer and it is hard to imagine ‘NordicPaper’ would ever have been an
effective brand for a mobile phone business.

4. Emotional (Not Rational)

They’re emotional, not rational. Really effective brand names do not even try to be logical or
rational. In fact, they frequently don’t ‘make sense’ at all. Even though there may be some
reason for selecting a name in the first place, this reason is usually unknown to the business
audience. People are increasingly comfortable with names that are initially strange or
nonsensical. This is because they respond to the name on an ‘emotional’ (not rational) level.
They focus on the tone or feel. For instance, the name might feel fun or hi-tech; or deliver a
tome of reassurance or precision. Great brand names don’t spell things out.

5. Internet domain name endings

It has to be a ‘dot com’Even with the growing number of internet domain endings that are
now available, country domains like .us or .uk or the more fashionable .ly or .io domains and
the newer domains like .pizza or .ninja. if a business name is to become a brand name, it
really needs to own the .com. After all, everyone immediately understands that the .com
ending represents a website and because they have had 30 years to get used to it, everyone
also knows that the .com is top of the pile when it comes to importance and substance.

by Irshad Shaik

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