Brand naming is important to get right. It is an integral part of your brand narrative, setting the tone of your audio and visual identity

It’s in the name

A name can be the start of something truly magical. Think Airbnb, Shopify, Deliveroo, Uber all of these companies are relatively new to the market but all are market leaders in their own right. This is down to great marketing, but also the strategy behind the name. A name needs to be ownable, easy to remember and sympathetic to their target audience.

People resonate with certain brands more, purely based on a name and this can be down to many different factors. Language, personal experience, sector, age and social standing are all subconsciously taken into consideration when deciding to be associated with a brand. When naming anything, these factors must be carefully and sympathetically taken into consideration.

It is also worth mentioning at this point the ‘naming spectrum’ and this goes from descriptive such as ‘The Body Shop’ to associative such as ‘Netflix’ to abstract such as ‘Kodak’. When deciding on a new brand name this spectrum will also determine how your brand will be perceived by the target audience.