Naming

Arnold Dorsey was a struggling singer when, at the age of 30, he changed his name to Englebert Humperdinck and found almost overnight success with his hit single, Release Me, topping both the UK and US charts.

How much the change to a more distinctive name played a part in his success, is hard to say.

However, what we do know is that a name is the one essential element every brand must have. It’s the anchor in the customers’ memory to which all other brand associations and experiences are connected.

So, what makes a good name? The scientific research provides clear guidance.

The 4 rules of naming:

  • A distinctive name is important because it sets your brand apart from others. It makes your brand easier to recognise and remember for customers, which is crucial for standing out in a competitive market.

  • Names fully made up from words used to describe the category tend to be generic and un-distinct. They make it harder for the brand to stand out and be memorable among competitors.

    The exception is when they are historically the category originator. Microsoft (software for micro computers) or Bitcoin (digital currency) for example.

    A descriptive name can also limit you in the future if you expand into different categories.

  • Names with STRONG pre-existing connotations in consumers’ minds can pose challenges. Even if these connotations are positive. They can compete for recall with the brand in the consumer's mind, making them less memorable.

  • Your name should be easy to pronounce, spell and remember. Simplicity aids recall and ensures customers can easily share and discuss your brand.