How to name a brand: what you should not do

Everyone knows very well: give a dog a bad name and hang him. Interestingly, creators think about brand naming as the last thing, considering it not such an important task that can be solved in a matter of seconds. Underestimating its complexity is the first big mistake many entrepreneurs make.

If anyone managed to give the brand a great name on the go, at home in the kitchen, surrounded by loved ones, then what happened can be considered an exception to the rule, a real miracle. Naming provides many subtleties, nuances, problems that need to be found out in advance, while simultaneously studying all the existing methods and techniques aimed at developing a cool brand name. Looking for similar information? First of all, read the main naming taboos.

Do not repeat

Before naming your brand, take a good look at the current market. Make sure that your working versions of the company name do not coincide with existing, including promoted, potential competitors. Of course, repetition is permissible if brands with the same names work in different areas (for example, one in the tourism market, and the other in the market of spare parts and components for special equipment). However, even in this case, there may be troubles arising against the background of the fact that consumers simply confuse the namesake trademarks.

Don’t use a name that “doesn’t sound”

Avoid using words that are difficult to read and pronounce aloud. And don’t even try to save the day with colored letters (or punctuation marks). Remember that in print and on the web (search results) your brand name will appear without color cues. As for the punctuation marks, everything is simple – consumers will simply be lazy to look for the desired characters on the keyboard.

Check the translation of your brand

Even big brands fall prey to these mistakes. When Coca-Cola first appeared in China, store owners read and translated the brand name. Each of the four compounds had several possible meanings, and this has often been interpreted as “Kekukela”, which translates as “Wax Tadpole Bite” or “Waxed Horse”. To solve this problem, Coca-Cola researched 40,000 Chinese characters for a phonetic equivalent with a pleasant touch, and they settled on “kokoukol”, which means “happiness in the mouth.”

Ask yourself the question “What is the essence of your brand name?”

This question is difficult to answer for many entrepreneurs, even those who have chosen in favor of niche names that “speak” (for example, the name “shrimp” for a chain of fish stores). Today, marketers are betting on a concept that creates not only certain products, but also the face of the company (its name, logo, etc.). Thus, the brand name is filled with meaning, which will always be a big plus for a rational and pragmatic consumer.

Don’t emulate successful brands

Don’t want your reputation to suffer? Then, at the stage of brand naming, do everything possible in order not to be among the parasitic companies (for example, Abibas), wishing to succeed at the expense of those who have long been at the top of Olympus. Do not choose a name for your brand that resonates with another well known to the consumer. This will eliminate the likelihood of problems with the law, as well as preserve your reputation. Naming is certainly not easy, but it is essential for your business. Anyone can mistake a brand name, but why repeat mistakes when you can learn from them instead? Avoid these simple yet dangerous trademark mistakes and save yourself some major setbacks.

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