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Creating an Evocative Brand Name

Posted on Aug 30th 2018

An essential part of your brand’s identity lies in its name. Creating a brand name is therefore seen as a
process that requires careful thought and reasoning. The importance of a strong brand name can be
reflected by the fact that the way consumers react to your brand in its initial stage is greatly determined
by the kind of brand name you have chosen.

Tips for Creating the Right Brand Name
The first impression that the consumers get of your business comes from your brand name. If you are
successful in creating one that is unique and catchy for the target audience, it becomes easier to get
their attention. Your goal should be to create a name that elicits the desired response from your
customers. To be able to come up with a name that has the ability to induce a strong emotional
response, use the following tips:

1. Keep the Benefits in Mind
The brand name you choose should be able to remind the customers of the benefits they can get by
buying your product or service. The target audience should also find the name to be relatable. A label
that is not relative or relevant to the business category can result in failure.

2. Easy to Remember
Power brand names are always easy to remember. Using a name that has too many words or has words
that are hard to pronounce are not easily remembered. Popular brands such as Krispy Kreme, Dunkin’
Donuts, and Coca Cola are all simple and relatable for the target audience.

3. Linguistics and Choice of Words
Words that do not exist in the dictionary are generally difficult to remember and therefore fail to make a
significant impact. It is better to use actual words so that people can remember the name easily. Also, it
is essential that you pay attention to what your brand name would mean in other languages. A classic
example of such a mistake would be GM launching “Chevy Nova” in Latin America only to find out
“nova” meant “does not go” – something that you do not want to be reflected in an automobile’s name.

4. Pay Attention to Your Target Audience
You should also make sure that the name you choose is identifiable and relatable for your target
audience specifically. If you have done ample research on the likes and dislikes of your target audience,
you will be able to come up with a name that resonates with them.

5. Check the Availability
Make sure that your brand name is unique. You will not be able to attain a patent if the name you
suggest is already taken or is even similar to another brand name in the market.

Bottom Line
Coming up with the perfect brand name can be a daunting process but with the help of the above-
mentioned tips, you can create a name that is able to stand out and evoke a strong response from the
desired audience.

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