Whether on a billboard or a business card, on the store shelf or in a social media post, the name of your brand is often the first impression someone gets of your company or product. o you need a breakthrough brand name – a name that attracts attention, compels consideration, and eventually sticks. How do you choose a breakthrough brand name? Don’t simply pick a name that you like or just go with your gut. The decision is too important
to be made subjectively or left up to chance. Learn in this video the five criteria you should use to select a name for your brand. The transcript is below for your convenience. To learn more from Denise or to book her to speak to your organization, see her website and YouTube channel. If you enjoyed this article, sign up for SmartBrief’s free daily leadership email and ANA Brand Activation SmartBrief, among SmartBrief’s more than 200 industry-focused newsletters. TranscriptSelecting the right name is one of the most important decisions you can make about developing a new product or starting a new company. Instead of choosing a name based on what you like, consider the following five criteria of good brand names:
In addition to these five criteria, there are also some practical considerations to keep in mind when selecting a name. For instance, it should be available for trademark registration and URL. And these days, since your name will likely be used in social and mobile applications, the shorter the name, the better. Don’t worry if some people don’t like your name choice. Ten years ago, many people derided Apple’s choice of the name “iPad,” but look how well-known and established that brand is today. And, remember, whatever name you choose, selecting a brand name is only the first step. Then you must use it consistently and associate it with a unique and valuable experience. That’s how you create a breakthrough brand name. How do you choose a brand name?How to Choose a Great Brand Name. Use the founder or inventor's name (Hewlett-Packard). Describe what you do (Southwest Airlines). Describe an experience or image (Sprint). Take a word out of context (Apple). Make up a word (Google). What are the step in creating a great brand name?So, if you're ready to choose your brand name, here's our step-by-step guide to do it.. Step 1: Articulate Your Brand Heart. ... . Step 2: Look at Your Differentiators. ... . Step 3: Brainstorm. ... . Step 4: Vet Your Brand Name. ... . Step 5: Test, Test, Test.. What are the criteria for a good brand?Criteria for effective branding. Keep it simple. Effective branding is not complex or confusing. ... . Make sure your brand has meaning. Effective branding connects with the audience in a meaningful way. ... . Strive for originality. Authentic brands grab attention and create loyalty. ... . Allow for depth.. Why is selecting a name so important to branding and success of the product?A successful brand name can enable a product to be meaningfully advertised and distinguished from competitors; tracked down by consumers; and given legal protection. At its best, a brand can provide a carryover effect when customers are able to associate quality products with an established brand name.
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