The name is the first point of contact between a brand and its environment. Therefore, it should be a glue for the set of meanings that we want to be associated with it, which is not an easy task. Building a good brand name requires a dose of creativity, but above all a good methodology and proven tools. Despite this, there are still those who think that a little ingenuity is enough, backed up by unique cases such as Mercedes, Apple or Orange.

The crisis and the reduction of budgets has often led to the creation of trademarks or sub-brands with generic names, which are impossible to register. If we have a leading brand, we enter new product categories by investing in R+D, and we decide that in order to save money we are going to call our smoked slices something like “Tasty”, we can give up the battle. You only have to look at how Danone left generics aside to create Danet, Vitalinea or Danonino. Others may sell custard, but only Danone sells Danet.

I discussed in “10 basic principles that a good brand name should have” the fundamental bases in building a name. They need to be memorable, for people to remember it and be part of their purchasing decisions.
If they can’t remember, you obviously have a problem. One way to create an unforgettable name is to use the techniques of poetry.

Poets have always known how to play with words and their sounds to make them pleasant and memorable. Poetry contains many valid resources in the creation of names: rhyme, alliteration, assonance, metaphor, onomatopoeia…

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Techniques for Creating a Memorable Name

Rhyme
It represents the musicality of the word, it is the pleasant and harmonious combination and succession of voices and pauses, similar to the rhythm of music. We are a culture based on beauty and words are not excluded. The aesthetically pleasing sound of a rhyme makes it cognitively easier to assign greater perceived value and credibility. E.g. “Ronald McDonald”, “Willy Wonka”

Alliteration
Alliteration is the repetition of the same sound at the beginning of two or more words. It effectively contributes to the creation of the beat, which can be catchy and memorable. I want to emphasize that here I am talking about sounds, not the same lyrics. Ex: “Coca-Cola”, “Range Rover”

Assonance
Asonance occurs when vowel sounds are repeated in words or phrases. The assonance can occur in a single word or in a string of words and creates really nice sounds. E.g. “YouTube”, “FedEx”

Metaphor
Typically used in terms that are associated with something that is not related to the main service or product. A metaphorical name is meaningful and easy to pronounce, spell, and remember, making it a great name. E.g. “Amazon”, “Jaguar”

You may be interested in “Brands and branding as metaphors”

Onomatopoeia
It is a word that is formed by imitating a certain sound. It represents an attempt at motivation in which the form of the word is intended to resemble the reality to which it refers us, in this case to what the brand wants to sell. E.g. “Twitter”, “Kit Kat”

All these resources are also part of mnemonic techniques, which are really effective in the process of creating brands. From the simplest product to the most abstract or complex technical service, a memorable name helps make the company or product memorable as well. In fact, it can even be generalized and used as the term that defines everyone else in its category. Does anyone have a “Kleenex”?

 

Carlos Puig Falcó

CEO of Branward®

 

Photos: Shutterstock

 

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