When entrepreneur Sara Blakely launched her now-ubiquitous shapewear firm, she additionally created an excellent model identify: Spanx. It’s a singular and memorable identify that got here to outline the product class she revolutionized (shapewear)—and no accident on Blakely’s half.
A robust model identify will help construct model recognition, which in flip helps you construct connections with prospects, enhance loyalty, and make gross sales. A powerful model identify might be an asset by itself when a optimistic notion of that identify will increase your product’s business worth or model fairness.
Study extra about methods to craft a memorable model identify of your personal.
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What makes a superb model identify?
A powerful model identify is exclusive, memorable, simple to pronounce, and clearly correlates with what your model goals to perform. You may select a model identify as a result of it elicits a optimistic emotion (consider the meditation app Calm) or piques the curiosity of potential prospects. A stable identify can be easy and descriptive, implying your product’s perform (just like the shaker cup model, BlenderBottle). Selecting a model identify that’s simple to spell and pronounce makes it accessible to a large viewers.
Good model names additionally leverage interesting sounds—repeated syllables could make a reputation catchy, as can alliteration. Based on David Crystal’s A Little Guide of Language, feels like “M” and “N” seem inviting and pleasant, whereas “G” and “T” are much less approachable. When Sara Blakely was searching for a reputation for her new shapewear firm, she seen model names with “Ok” sounds, like Coca-Cola and Kodak, had been recognizable. She selected the identify “Spanks” with that in thoughts, later altering it to “Spanx” as a result of it was simpler to trademark.
Methods to give you a model identify in 4 steps
1. Put together
For those who’re prepared to start out the model naming course of, you’ve possible already carried out a few of the groundwork of figuring out your model values (the important thing ideas that information firm choices) and model identification (the options that make your model uniquely interesting). Clearly outline and take into consideration your goal market subsequent, articulating what your worth proposition is to your perfect prospects. Then lay out what distinguishes your model from others in your class. As soon as you already know exactly what your model goals to perform, you can begin enjoying with phrases.
Brainstorming harnesses the ability of collaborative artistic considering to generate concepts—although you may at all times use brainstorming methods by yourself. Brainstorming promotes spontaneity and minimizes inhibitions so crew members can suggest as many concepts as doable, reserving critiques for later. A couple of issues to think about as you brainstorm concepts in your model identify:
- Play with phrases. Consider photographs your model may evoke and even sounds that align together with your model—equivalent to the click “Ok” sound in Kodak that evokes a digicam shutter. Think about using a made-up phrase to convey your model essence. Metaphorical model identify concepts examine your model to a factor or person who represents your ethos, just like the identify Nike referencing the traditional Greek goddess of victory.
- Strive a portmanteau. Names that mix two phrases can succinctly describe the aim of your model, as within the case of Fb, PayPal, FedEx, Pinterest, and DoorDash.
- Use a reputation generator. Instruments like Shopify’s enterprise identify generator assist you to choose auto-generated identify concepts to get your artistic juices flowing.
When you’ve narrowed down some naming choices, perform some research to ensure they’re accessible—and ensure that they really convey what you imply.
- Test to see if the identify already exists. A fast Google search ought to flip up any dupes for the identify you’ve chosen. If yours overlaps with one other identify or is so shut it may very well be confused—and even violate a trademark—transfer on.
- Do a website identify search. Your web site’s area identify ought to embody your organization identify. Seek for accessible domains inside Shopify’s area identify registration device. You too can kind domains into websites like Google Domains and Identify.com to search out out which of your model identify concepts is out there.
- Test for social media availability. Guarantee your most well-liked account identify isn’t already taken on Instagram, Fb, and Twitter. Test hashtags, too. In case your identify comes up as a hashtag and also you don’t wish to be related to the tagged pictures or tweets, take into account a brand new model identify.
- Lookup alternate meanings. Ensure that your identify doesn’t have an unlucky translation in one other language. Equally, if it carries a unfavourable phrase affiliation, you may wish to rethink it. For instance, when the World Well being Group declared the Zika virus a world well being emergency, India’s Tata Motors renamed its new Zica automotive to Tiago to keep away from an affiliation with the illness.
- Test for logos. Test the trademark database of the USA Patent and Trademark Workplace (USPTO) to ensure your identify isn’t already registered; this can assist guarantee which you could register it with out authorized problems.
Free area identify generator
Create the right URL that solutions questions your audience has. Select your area and immediately verify its availability.
When you’ve settled on a couple of unclaimed names you like, take them on a take a look at drive and collect some suggestions. There are a couple of methods to check whether or not your model identify evokes your supposed message:
- Put collectively a spotlight group. Collect a consultant pattern of your goal market right into a focus group, and introduce them to your proposed names. Clarify the services or products, then present them potential names in a slide deck to gauge their response. If their response doesn’t align together with your product concept, you may wish to rethink.
- Check the identify with trusted pals and colleagues. If the identify resonates together with your interior circle, ask them to elaborate. Colleagues in the identical trade could spot problems or overlaps chances are you’ll not have thought of.
- Conduct a survey. You possibly can conduct research with nameless members of your goal market via a model identify testing platform and see in case your outcomes are just like different teams you’ve canvassed.
Developing with a model identify FAQ
How can I be certain that my model identify will resonate with my audience?
Use language your viewers would use to create a reputation that conveys your persona and message. Make it easy, simple to pronounce, and memorable.
Can I alter my model identify in a while if it’s not working for me?
Sure, you may change your model identify. Whereas it’s not a great situation, there might be good causes for doing so. For instance, chances are you’ll must distance your self from a unfavourable affiliation or replace a reputation that not represents your services or products.
What are some frequent errors to keep away from when selecting a model identify?
Keep away from utilizing tough spellings or pronunciations that folks received’t wish to say out loud. A model identify that isn’t spelled the way it’s pronounced might be tough to recollect.
Can my model identify be a made-up phrase?
Sure! Made-up phrases can elicit feelings with out being literal and set you aside from current manufacturers. As an added bonus, they’re usually simpler to trademark.