Tips for Creating Brilliant Business Names
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened "Premier Coffees". The names would be far more descriptive than their current ones. But they wouldn't embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it's unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.
Now why is that?
In short, great brand names leverage our emotions. They resonate with the experiential right side of the brain vs. the logical left lobe. And emotions carry more motivational "charge" than logic. People buy emotionally and then justify rationally. And because great brand names create mental "pictures" they equate to a proverbial thousand descriptive words. They are the zipped files, the condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.
Creating emotionally charged names requires knowledge, expertise and a knack for wording. The first place to find positively charged names is in the words themselves. Words have equity and that equity can be transferred into a company or product name. For example, a company that wanted their customers to see their products and services as fresh, new and exciting borrowed the emotional charge associated with the word "virgin". That's how we have Virgin Airlines and Virgin Records. A computer company demonstrated its fresh, friendly approach to the industry with the consumable name Apple. A campy clothing company exuded adventure with its name Banana Republic. An online job board wanted to impress employers and job seekers with its massive listings? hence Monster. And need I mention Amazon? Borrowing on the attributes intrinsic to a word or phrase is a natural way to instantly instill emotion in a brand name.
But with more and more dictionary words being used, hoarded and trademarked, what's a company to do? Another way is to simply put familiar positive words into unique combinations. Witness our previous example of StarBucks. What's brighter than a star or has more mass appeal than money? Does it say coffee? No, but it sounds more appealing than "The Coffee Corral". And more importantly, company names rarely exist in a vacuum. They are on a sign above the store, or on a proposal or on a business card being handed over by a salesperson. There is contextual support that helps fill in the blank so the name doesn't have to do all the literal, descriptive explaining. That's where a lot of companies err. They make the name explain their category rather than evoke their benefits.
Yet another way of accomplishing this task is by creating a word that sounds "ish". When I say "ish" I mean it sounds like it matches the company or product- even if it doesn't make sense. An example you ask? But of course. My favorite is Viagra. It has the "V" of vigor and vitality, plus the "iagra" of Niagra. While not an existing word, it plays on existing, familiar parts and patterns of speech that create a natural flow to the name. Hence the name Viagra is, in my book, "ish". It fits the product and the category. Cialis doesn't. Which means Cialis will have to buy the emotional bond with lots of emotion-rich (and expensive) advertising. It can be done, but it will cost. A whole lot.
Borrowing existing word equity, creating unique combinations and inventing "ish" words. Just three of the ways to develop a great brand name. Try each of these techniques and if you can't come up with a name, ask a really good Scrabble player!
Phil Davis - President, Tungsten Brand Marketing
Phil's life goal of "creating environments where people thrive" reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a business naming and branding consultant. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina.
For more information visit: PureTungsten.com
Email: Phil@PureTungsten.com
 Google News Updated : Fri, 09 Jan 2009 22:11:53 GMT US lost 2.6 million jobs in 2008 - International Herald Tribune
International Herald Tribune - By Louis Uchitelle NEW YORK: US employers shed 2.6 million jobs in 2008, the worst year since 1945, the government reported Friday, and a rapidly deteriorating economy promises more significant losses ahead. Video: Jobless Rate Jumps to 7.2 Percent in December Unemployment hits 7.2 percent Publ.Date : Fri, 09 Jan 2009 19:56:06 GMT SCENARIOS: Challenges for Obama intelligence team - Reuters Reuters - WASHINGTON (Reuters) - President-elect Barack Obama on Friday named retired Adm. Dennis Blair to oversee US spy agencies as director of national intelligence, and chose former White House Chief of Staff Leon Panetta as CIA director. Obama completes national security team Pelosi on Panetta: ''Impeccable judgment, unquestioned integrity'' Publ.Date : Fri, 09 Jan 2009 21:35:19 GMT UN agency to resume Gaza aid work - BBC News
BBC News - The UN aid agency Unrwa is to resume operations in Gaza as soon as possible after receiving assurances on safety from Israel, a spokeswoman said. Video: Rockets were fired from Lebanon into Israel UN aid chief disappointed Gaza truce call ignored Publ.Date : Fri, 09 Jan 2009 20:25:09 GMT Report: COBRA cost outweighs Florida jobless benefit - Bizjournals.com
Bizjournals.com - Florida is one of nine states in which the average premium for COBRA, providing health care coverage for laid-off workers and their families, equals or exceeds the average unemployment benefits, according to a study by Families USA. Unemployed: Out of Luck, Out of Health Care Health insurance no bargain for unemployed: group Publ.Date : Fri, 09 Jan 2009 20:25:59 GMT Boston fire truck smashes into building; 4 injured - The Associated Press
The Associated Press - BOSTON (AP) - The Boston Fire Department says a ladder truck has crashed into a high-rise apartment building, injuring at least four firefighters. Fire truck crashes into Boston building Boston firefighter killed when truck crashes into building Publ.Date : Fri, 09 Jan 2009 21:01:03 GMT Ukraine limits gas consumption as cut-off bites - Reuters
Reuters - By Pavel Polityuk and Guy Faulconbridge KIEV, Jan 9 (Reuters) - Ukraine limited gas supplies to industrial customers on Friday to ensure the pipeline system remained operational, the latest sign that the dispute is starting to further sap Ukraine's ... Video: Ukraine is blackmailing us Putin Europe Kept Waiting for Gas Publ.Date : Fri, 09 Jan 2009 21:08:44 GMT Palin: Media Portrayal Would Be 'Prettier' If She'd Been Dem VP ... - ABC News
ABC News - By LEE FERRAN Alaska Gov. Sarah Palin is still fuming over the coverage she received during the presidential campaign and claims that if she were from a different "class" or political party, the her coverage would have much "prettier. Palin: Crazy or Crazy Like a Fox? Finally! Sarah Strikes Back at the Mainstream Media Publ.Date : Fri, 09 Jan 2009 21:32:12 GMT RSS Software |
PARLOT::Ebooks, Scripts,
Websites, and more... One of the critical drivers of business success is having... Read More As many people know Industry Trade Journals in America have... Read More I love Pepsi. It's that slightly sweeter taste and the... Read More Sometimes, new entrepreneurs are in such a rush to get... Read More Most people who own a small business have a huge... Read More In this article i will explain how you can make... Read More Developing brand value is critical to every organization and when... Read More From cigarettes to fashion accessories to food products to medicines,... Read More Here's a little story about what not to do as... Read More If you could have the secret recipe and all the... Read More Your Value Proposition, or as I usually call it, your... Read More We should all recognize the marketing efforts of John Deere... Read More "You had me at hello," those famous words from the... Read More Where is your brand positioned in the marketplace? How is... Read More Design is a very subjective thing, therefore, if you ask... Read More Branding is more than product recognition or a simple logo.... Read More Develop an effective benefit message and you're well on your... Read More Ask your self this question, In which business are we... Read More How would you like to sell as much in one... Read More Yes, yes, we've heard it all before... loads of life... Read More How many times have you been at a networking function... Read More Make A Bold Promise Then Back It Up With An... Read More A branding company's website purpose is to design websites that... Read More Like it or not it's who you are. Your corporate... Read More I've been reminded recently, rather forcefully, that not all reality... Read More
Adsense
websites
Quality and Service - Yeah, Right!
Trade Journals in Franchising
Branding Article: Pepsis Missed Brand Opportunity
Choosing The Right Business Name
The MOST Expensive Mistake You Can Make
All About Branding
Brand Value Plan - Brand Identity Guru
Counterfeit Branding - Representing True Globalisation!
Branding: What Not to Do
Brand Strategy - Brand Identity Guru
Value Proposition Writing - Brand Identity Guru
John Deere and NASCAR; Excellent Use of Brand
You Bored Me at Hello - Top Three Strategies for Networking Your Brand
Positioning and Branding - Brand Identity Guru
The Very Basics of Design
Brilliant Branding Builds Business
Does Your Message Pass the Test?
Build Brand Value BIG Time
Britney Spears Branding
Why Having A Niche Automatically Boosts Your Credibility - Become The Expert by Getting Focused
Personal Branding: Characteristics of a Strong Personal Brand
Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)
Boston Web Design Branding - Brand Identity Guru
Logo Design - Corporate Identity Branding - Brand Identity Guru
Intelligent Design comes from Brand & Account Planners
Affordable and Reliable Web Hosting Starting at $4.49/Month
Branding Services - Brand Identity Guru
Branding Services is a tactic that marketing executives and managers... Read More
The Very Basics of Design
Design is a very subjective thing, therefore, if you ask... Read More
Why Should I do Business With You?
It's the question that is on the minds of all... Read More
FTC Reviews The Franchise Rule
After more than a decade since the last attempt to... Read More
Attract More Clients With A Brand Identity
You've probably heard that people buy products and services from... Read More
The Art of Successful Branding
Branding: it's a term that carries great weight in the... Read More
Into The Limelight
To stand out in a cluttered world, become a recognized... Read More
Brand Identity and Brand Image - Brand Identity Guru
It is important to distinguish between corporate identity, brand identity,... Read More
Logo Design - Branding - Brand Identity Guru
Do you have any idea how important your company logo... Read More
The Brand Called You
The best brands always try... Read More
Hawaiian Heirloom Jewelry
Back to the era of the Hawaiian monarchy, the origin... Read More
Value Proposition Writing - Brand Identity Guru
Your Value Proposition, or as I usually call it, your... Read More
Build Brand Identity - Brand Identity Guru
Successful Guru marketers have a secret weapon that they use... Read More
Effective Public Relations Essential for Personal Branding
Move over pop star "Posh Spice" Adams and English soccer... Read More
The Big Uneasy: Clearing the Clouds of Guess
People often come to me to assist them with developing... Read More
Do What Works
"Can you hear me now?"You'd be hard pressed to find... Read More
Living Your Brand on the Web - Part 2
Now that everyone has conformed to Living Your Brand on... Read More
The Importance of Branding - Can It Really Make a Difference?
As consumers, we don't really think about the importance of... Read More
How Much Is A Great Business Logo Really Worth?
A great logo can help a business project a positive... Read More
Branding Fiasco -- Better Be Who You Say You Are!
Our experience as customers offers great instruction into the concept... Read More
How to Work with Your Graphic Designer
As a graphic designer, I can tell you something right... Read More
My First Year In Cyber Space
My first year as a Cyberpreneur was a steeplearning-curve. I... Read More
Power Your Word for Profit
Discovering and owning a powerful word that reflects you and... Read More
Choosing The Right Business Name
Sometimes, new entrepreneurs are in such a rush to get... Read More
How A Crazy Branding Stunt Can Bring Results For Years
As a beginner, you would be forgiven for thinking that... Read More
Branding |