A name is as important for a corporate brand as it is for an individual. A name should therefore be chosen with great care. A name determines brand success and likeability and supplies the missing fantasy for emotional attachment
A long and difficult to pronounce name may put a brand in jeopardy. Here are a few points to consider when choosing a brand name:
- Distinctiveness:This has to do with uniqueness, individuality of the name. Is the name unique, does it stand out? Or does it promote, sound like another brand’s name?
- Brevity:Is the name short? Long names do not help much. Experts have suggested a one syllable or two at most as great. You can check this out. Think of great personal brand names or corporate, products and see how it goes with them. For personal brands, the first name should not be too long, because this what people recall most. I must admit there is room for disruptive creativity if you want to.
- Appropriateness: Is the name appropriate for the niche? Does the name scream against the norm? In politics, for most countries, a known, appropriate name often carries the votes. But today disruptive tendencies are coming up; Barrack Hussein Obama may not look like it before in theUnited States of America.
- 4. Easy Spelling: This is really important. Great names that ensure success must be easy to spell and easy to pronounce. Long names are often difficulty to pronounce for non-natives. If your brand is intended to go global, think about this.
- Likability: Is the name amiable, friendly, does it sound pleasant and loveable to the niche community?
- Longevity: This goes more with product, services or corporate brand than for personal branding. It has to do with a name being usable for a long time.
- Protectability: Great names often enjoy protection from abuse and unnecessary invasion.