BRAND NAMING - 8 BRAND NAME TYPES.

We know that the name is the first thing people hear, pick and retain about your brand! Brand naming is a process that requires intense considerations and strategies.

 

Though a brand name is not a known substitute for the reputation that accompanies any good product or services, a good name is an essential ingredient that will help your brand stand out amidst numerous competitions in the business world.

Many popular brands such as Apple, Google, and many others, in the business world, have incorporated powerful names which have served as platforms to propel the brand and market its services so, choosing a brand name has to be left to a carefully thought out process, not chance because the name of your brand will serve as a means of fortifying the value you have to provide as a brand.

Some of the essential things to place considerations on when naming are; what you have to offer- a product, a company or a service? What will it be best known for?  Who is your target audience?  What makes this product, service, or company unique and great?  What feeling will this product invoke in its target audience?  Who are your competitions? What landscape will your brand name thrive? These among many other considerations, when adequately mapped out and strategized with, will provide the necessary cues needed to sift out unnecessary details to your brand name, and guide you on the right path in your quest to name your brand rightly. Mind you.

Brand positioning which is closely associated with brand naming is not built overnight, to rank up the list in business does not happen in a jiffy, no! As we've established, it takes a lot of strategizing accompanied by a process, to slowly build your brand position through your brand name. There are numerous advantages of naming your brand right, which cannot be overemphasized.

Giving your brand the right kind of name provides you with an edge over your competitors in the business world. In addition to providing you with the necessary leverage needed as a head start over your competitors, it helps you balance in the business world by adequately selling off what you have to offer to your target audience by creating the necessary emotional appeal required as a means of connection-which sums up to increased profitability in business.     

Different name types possess diverse pros and cons; they are-

One word

Two words

Common phrase

Invented

Prefixed words

Suffixed words

Misspelled words

Acronyms

 

The one-word brand name type.

 

There is a lot to one-word brand names. They could be real words or real names, or arbitrary names, either way; they have useful pros to them.

Arbitrary brand names are the calibre of names that consist of real words used in an entirely different context. Arbitrary brand names have nothing to do directly with the products they market. It is a dictionary word used in relation to unrelated products and services. They are usually used to give a strong appeal to the target audience- evoking the quality the brand is meant to have and portray.

Examples of two-word brand names are; Apple, Fox, Wink, Shadows.

Pros

  1. Arbitrary names are known to for easy memorization. They usually stick with the target audience easily.
  2. Arbitrary names are also known to communicate the nature of their words to the target audience. Examples of arbitrary one-word names include;

     

    Cons

    • Arbitrary one-word names require a lot of energy to dissociate people's association with their original meanings that come with them.
    • They require an intense strategy for brand building and might also give so much stress when a domain name is sought for under this category.

    Real names can be a subcategory of one-word brand names

    People's real names are also employed in brand naming. They can pose to be easily recognizable, that's when we say it's a real name- when the target audience can see and feel the connection that exists between the name and the services offered but in an otherwise scenario, the name is said to be made-up. Examples of real names include –Riya and Kiko- Kiko of which is fully known to be of the Japanese origin.

    Pros

    • Short names are mostly known to be easily pronounceable and this serves as a point of fancy to the target audience, real names are known to be short, enhancing the outlook of the company or product.

     

    Cons

    • Real names as one-word names don't have easily accessible meanings to work with, for the target audience.

     

    The Two-Word brand name type.

     

    Two-word brand consist of two words joined together. The combination of names could involve nouns, nouns, and verbs, or non-nouns and verbs.

    It can involve combinations in any form to get the desired effect.

    Sometimes names that are derived as a blend of two words are categorized as two –word brand names.

    Blends also possess fragments that are recognizable portions of a word, instead of having a word in its whole form.

    They are known to be short and catchy when combined right but if they are combined in the wrong manner; they give a terrible effect and an awkward feel to brand names, which can adversely affect the progress of the brand.

    Examples include Sharpcast- which is a blend of the words-"sharp" and "Broadcast". Wikipedia is also another perfect example, which evolved from the blends of two words "Wiki" and "encyclopedia".

    Examples of two-word brand names are; Google Talk, which is a combination of the search engine "Google" and the verb "talk", another great example is Searchfox- from "search" and "fox", we also have Bluedot- derived from "Blue" and "dot"

    Facebook

    Firefox

    SocialText

    YouTube

    Jumpcut

    Mastercard

    FitBit .

    The cited examples have proven to be beautiful brand names that have lasted over time.

    Pros

    • Two-word brand names are not easily limited. There is room for great creativity of combinations, for the birthing of distinct and unique names.
    • The names created are bound to be catchy and interesting upon dissection for its meaning by the target audience.
    • Most times, the meanings of this kind of words easily depict the values of the kind of brand they represent

     

    Cons

    • Many times, if the bouts of creativity are not put in check; a long name-which might not be customer-friendly-might be come up with. Long names are most times not suitable as brand names, short names are better for easy pronunciation and easy visibility. Constantly being in the face of your target audience is important in marketing.
    • The use of two-word combinations might limit a company's expansive abilities to diversify into other Business areas.

     

    Common Phrases.

     

    Brand names that are made up of common phrases also give a cool combination of names, possessing the substance of longevity and emotional appeal. They are usually adopted by many businesses because of the touch of uniqueness they carry, as brand names.

    The combined phrases cumulate to express the vision of the company it is to represent, thereby giving the target audience a good feel about what the brand is about and the services they have to offer.

    Common phrases are preferred by many because there is an allowance for preferential mixtures of words considered suitable, they also give room for the kind of blends your target audience will find easy to relate with and remember. It constitutes part of the ingredients for a good brand name.

    Examples of brand names made up of common phrases include; Linkedin Simplyhired; Myspace; Allpeers; Last.fm; Cool.fm; TheBeat.

    Pros

    • Brand names with compound phrases are catchy, descriptive and natural. They can easily be remembered by the target audience.
    • This category of brand names has easily accessible meanings to their brand names, something the customers can relate well with.

     

    Cons

    • Sometimes, they might not be well combined. Lack of proper combination will provide a name too long.

     

    Invented brand names.

     

    This involves the use of names that are not found in the dictionary. That's why they are "self-invented".

    This kind of brand names is known for their “juiciness".

    Inventing brand names gives room for creativity mixed with skill, which gives an overall effect of uniqueness.

    Invented brand names usually give room for "freestyle", and also for the invention of something different your target audience will tend to find appealing and interesting.

    Once customers find a brand name interesting, there is bound to be progress and high brand positioning for such a brand. Some companies that have adopted invented brand names seem to have made noticeable progress since inception.  Examples include;

    Twitter

    Brandroot

    Simpy

    Bebo

    Based

    Pros

    • Invented names enable you to exercise a great deal of control over the kind of associations to be made about your brand
    • You will likely not have to pay heavily to purchase a domain for this kind of brand.

     

     Cons

    • Sometimes, because customers might not be able to accrue intellectual meanings to this kind of names, it can put your business at a disadvantage. Customers like to be affiliated with easily understandable names
    • You might also require putting in a great deal of effort in building a recognizable brand that is constantly in the face of your target audience.

     

    Prefixed names.

     

    Prefixed brand names are also a list of "new cool". They are brand names coined up from the union of a real word and a prefix.

    The appendages are usually of the Latin or Greek origin. Prefixed brand names not only turn out to be cool and innovative, but they also bear the touch of something out of the "status quo".

    Common prefixes often used in brand naming include- our-, all-, in-, un-, on-, my-, the-.

    Examples of prefixed brand names include;

    onSwipe

    Alltuition

    inDinero

    CoComment

    Pros

    • They are usually really short and attention-catching.
    • These names can be really unique.

     

    Cons

    • The names generated by the addition of prefixes might not be easily relatable. If it is not creatively done, potential customers might find it abstract, which might turn out to be a huge disadvantage.

     

    Suffixed brand names.

     

    Just like the description above, suffixed brand names are generated by the addition of common suffixes to real words, to give it a distinctive meaning.

    The suffixes are also usually from the Greek or Latin origin, or common extension of English words. It's so easy to generate.

    You just have to make a list of 10 suffixes and combine them with root words that adequately define your brand.

    Two letter suffixes can also be used to generate a domain extension that can be classified as something ‘out of the norm".

    Examples of commonly used suffixes are; -ly, -ium, -ify, -i.e, -ia, -am, -ora, -ble, -ous, -ing, -sy, -er, -ism, -ist.

    Examples of suffixed brand names are;

    Posterous

    Huntsy

    Rootsy

    Shopify

    Goodsie

    Friendster

    Napster

    Dogster

    Pros

    • These kinds of names are usually distinctive and easy to remember.
    • They are usually known to be short-which is a major plus.

     

    Cons

    • Sometimes, these kinds of names sound abstract which could be a source of disadvantage, it's a known fact that customers prefer to relate with names that are explicit since it makes purchase easy.
    • They could also be limited in variety.

     

    Misspelled names.

     

    Misspelled brand names are names that have been consciously and intentionally misspelled. The names range through a variety.

    The names can be obviously misspelled, or tweaked; they might have one added letter or one replaced letter-to give the touch of difference.

    These names are attention-seekers. They stand out because brand names are normally not expected to be misspelled.

    Examples of misspelled brand names making waves include;

    Froot Loops

    Dribbble

    Todoist

    Zvents

    Zune

    Zoho

    Pros

    • These calibres of names are easily identifiable and relatable-which are cardinal features of good brand names
    • The brand identity of misspelled brand names are not sacrificed, it is preserved.

     

    Cons

    • There are so many techniques to employ in misspelling a word. If the brand name is not effectively "misspelled", it will lose its essence and cause the business a lot.
    • Taking Dribbble for example, it could easily be misspelled with double "bb" instead of its regular triple "bbb" thereby making it non-existent on the search engine, when its services are needed to be sought out.

     

    Acronyms.

     

    Brand names consisting of acronyms are also known to be effective. They are names that are made up from the first letters of the words that constitute a longer phrase name.

    When the letters are pronounced individually, they are known as initials but sometimes, the individual letters make up a word, in this case, we say it's an "acronym".

    These calibres of brand names are known to be enticing since it is a different approach to brand naming. Examples of brand names include;

    FIM -This fully stands for Fox Interactive Media

    AOL-which is also known to represent America online.

    Pros

    • The use of acronyms as brand names provides you with easy to memorize mnemonics, in the case whereby the overall brand name amounts to very long phrases, this way you can be sure that your brand name will remain fixed in the vocabulary of your target audience.

     

    Cons

    • Sometimes the pronunciation of the initials could be a deterrent to the success of this brand name use. It can happen that the pronunciation of the initials are longer than when written especially when the initials have repetitive consonants with long syllables like the "WWW".

     

    Get the right name for your company

    These descriptions above provide you with the necessary requirements for a good brand name. These characteristics are factors that into progress in brand naming. They are essential things to watch out for in a good name, as we've established. These characteristics are;

    • Pronunciation

    It has been investigated that customers purchase items and go for services that are recommended to them by friends and family. That means repeatability is a major fuel that drives a good brand name. Once a brand name is easy to pronounce, it makes it stand out. Examples of easily pronounceable brand names which are ranked as good are-Twitter, Skype, Amazon...

    • Emotional appeal

    Good brand names are known to appeal to the emotions of their target audience. Once there is an established connection, your name will constantly be on the list for your target audience.

    • Ensure distinctiveness

    Good brand names are different and they are known to stand out, based on the different examples given above. Their uniqueness makes them memorable.

    • Longevity

    Good brand names can stand the test of time. This ability will further influence rank positioning and sum up as a ripple effect of positivity.

    Bad brand names have the opposite of the characteristics of good brand names. They don't create the right emotional appeal; they are not clearly distinct and give a lot of issues in pronunciation.

    Getting the best in brand naming involves considering all the explained points. With careful manipulations in the right places, effective considerations and tactful application of the right approach where necessary, you are bound to create a niche for your brand –by successfully creating the excellent brand name you require to stand out. 

     

     

    BRAND NAMING - 8 BRAND NAME TYPES.

    We know that the name is the first thing people hear, pick and retain about your brand! Brand naming is a process that requires intense considerations and strategies.

     

    Though a brand name is not a known substitute for the reputation that accompanies any good product or services, a good name is an essential ingredient that will help your brand stand out amidst numerous competitions in the business world.

    Many popular brands such as Apple, Google, and many others, in the business world, have incorporated powerful names which have served as platforms to propel the brand and market its services so, choosing a brand name has to be left to a carefully thought out process, not chance because the name of your brand will serve as a means of fortifying the value you have to provide as a brand.

    Some of the essential things to place considerations on when naming are; what you have to offer- a product, a company or a service? What will it be best known for?  Who is your target audience?  What makes this product, service, or company unique and great?  What feeling will this product invoke in its target audience?  Who are your competitions? What landscape will your brand name thrive? These among many other considerations, when adequately mapped out and strategized with, will provide the necessary cues needed to sift out unnecessary details to your brand name, and guide you on the right path in your quest to name your brand rightly. Mind you.

    Brand positioning which is closely associated with brand naming is not built overnight, to rank up the list in business does not happen in a jiffy, no! As we've established, it takes a lot of strategizing accompanied by a process, to slowly build your brand position through your brand name. There are numerous advantages of naming your brand right, which cannot be overemphasized.

    Giving your brand the right kind of name provides you with an edge over your competitors in the business world. In addition to providing you with the necessary leverage needed as a head start over your competitors, it helps you balance in the business world by adequately selling off what you have to offer to your target audience by creating the necessary emotional appeal required as a means of connection-which sums up to increased profitability in business.     

    Different name types possess diverse pros and cons; they are-

    One word

    Two words

    Common phrase

    Invented

    Prefixed words

    Suffixed words

    Misspelled words

    Acronyms

     

    The one-word brand name type.

     

    There is a lot to one-word brand names. They could be real words or real names, or arbitrary names, either way; they have useful pros to them.

    Arbitrary brand names are the calibre of names that consist of real words used in an entirely different context. Arbitrary brand names have nothing to do directly with the products they market. It is a dictionary word used in relation to unrelated products and services. They are usually used to give a strong appeal to the target audience- evoking the quality the brand is meant to have and portray.

    Examples of two-word brand names are; Apple, Fox, Wink, Shadows.

    Pros

    1. Arbitrary names are known to for easy memorization. They usually stick with the target audience easily.
    2. Arbitrary names are also known to communicate the nature of their words to the target audience. Examples of arbitrary one-word names include;

       

      Cons

      • Arbitrary one-word names require a lot of energy to dissociate people's association with their original meanings that come with them.
      • They require an intense strategy for brand building and might also give so much stress when a domain name is sought for under this category.

      Real names can be a subcategory of one-word brand names

      People's real names are also employed in brand naming. They can pose to be easily recognizable, that's when we say it's a real name- when the target audience can see and feel the connection that exists between the name and the services offered but in an otherwise scenario, the name is said to be made-up. Examples of real names include –Riya and Kiko- Kiko of which is fully known to be of the Japanese origin.

      Pros

      • Short names are mostly known to be easily pronounceable and this serves as a point of fancy to the target audience, real names are known to be short, enhancing the outlook of the company or product.

       

      Cons

      • Real names as one-word names don't have easily accessible meanings to work with, for the target audience.

       

      The Two-Word brand name type.

       

      Two-word brand consist of two words joined together. The combination of names could involve nouns, nouns, and verbs, or non-nouns and verbs.

      It can involve combinations in any form to get the desired effect.

      Sometimes names that are derived as a blend of two words are categorized as two –word brand names.

      Blends also possess fragments that are recognizable portions of a word, instead of having a word in its whole form.

      They are known to be short and catchy when combined right but if they are combined in the wrong manner; they give a terrible effect and an awkward feel to brand names, which can adversely affect the progress of the brand.

      Examples include Sharpcast- which is a blend of the words-"sharp" and "Broadcast". Wikipedia is also another perfect example, which evolved from the blends of two words "Wiki" and "encyclopedia".

      Examples of two-word brand names are; Google Talk, which is a combination of the search engine "Google" and the verb "talk", another great example is Searchfox- from "search" and "fox", we also have Bluedot- derived from "Blue" and "dot"

      Facebook

      Firefox

      SocialText

      YouTube

      Jumpcut

      Mastercard

      FitBit .

      The cited examples have proven to be beautiful brand names that have lasted over time.

      Pros

      • Two-word brand names are not easily limited. There is room for great creativity of combinations, for the birthing of distinct and unique names.
      • The names created are bound to be catchy and interesting upon dissection for its meaning by the target audience.
      • Most times, the meanings of this kind of words easily depict the values of the kind of brand they represent

       

      Cons

      • Many times, if the bouts of creativity are not put in check; a long name-which might not be customer-friendly-might be come up with. Long names are most times not suitable as brand names, short names are better for easy pronunciation and easy visibility. Constantly being in the face of your target audience is important in marketing.
      • The use of two-word combinations might limit a company's expansive abilities to diversify into other Business areas.

       

      Common Phrases.

       

      Brand names that are made up of common phrases also give a cool combination of names, possessing the substance of longevity and emotional appeal. They are usually adopted by many businesses because of the touch of uniqueness they carry, as brand names.

      The combined phrases cumulate to express the vision of the company it is to represent, thereby giving the target audience a good feel about what the brand is about and the services they have to offer.

      Common phrases are preferred by many because there is an allowance for preferential mixtures of words considered suitable, they also give room for the kind of blends your target audience will find easy to relate with and remember. It constitutes part of the ingredients for a good brand name.

      Examples of brand names made up of common phrases include; Linkedin Simplyhired; Myspace; Allpeers; Last.fm; Cool.fm; TheBeat.

      Pros

      • Brand names with compound phrases are catchy, descriptive and natural. They can easily be remembered by the target audience.
      • This category of brand names has easily accessible meanings to their brand names, something the customers can relate well with.

       

      Cons

      • Sometimes, they might not be well combined. Lack of proper combination will provide a name too long.

       

      Invented brand names.

       

      This involves the use of names that are not found in the dictionary. That's why they are "self-invented".

      This kind of brand names is known for their “juiciness".

      Inventing brand names gives room for creativity mixed with skill, which gives an overall effect of uniqueness.

      Invented brand names usually give room for "freestyle", and also for the invention of something different your target audience will tend to find appealing and interesting.

      Once customers find a brand name interesting, there is bound to be progress and high brand positioning for such a brand. Some companies that have adopted invented brand names seem to have made noticeable progress since inception.  Examples include;

      Twitter

      Brandroot

      Simpy

      Bebo

      Based

      Pros

      • Invented names enable you to exercise a great deal of control over the kind of associations to be made about your brand
      • You will likely not have to pay heavily to purchase a domain for this kind of brand.

       

       Cons

      • Sometimes, because customers might not be able to accrue intellectual meanings to this kind of names, it can put your business at a disadvantage. Customers like to be affiliated with easily understandable names
      • You might also require putting in a great deal of effort in building a recognizable brand that is constantly in the face of your target audience.

       

      Prefixed names.

       

      Prefixed brand names are also a list of "new cool". They are brand names coined up from the union of a real word and a prefix.

      The appendages are usually of the Latin or Greek origin. Prefixed brand names not only turn out to be cool and innovative, but they also bear the touch of something out of the "status quo".

      Common prefixes often used in brand naming include- our-, all-, in-, un-, on-, my-, the-.

      Examples of prefixed brand names include;

      onSwipe

      Alltuition

      inDinero

      CoComment

      Pros

      • They are usually really short and attention-catching.
      • These names can be really unique.

       

      Cons

      • The names generated by the addition of prefixes might not be easily relatable. If it is not creatively done, potential customers might find it abstract, which might turn out to be a huge disadvantage.

       

      Suffixed brand names.

       

      Just like the description above, suffixed brand names are generated by the addition of common suffixes to real words, to give it a distinctive meaning.

      The suffixes are also usually from the Greek or Latin origin, or common extension of English words. It's so easy to generate.

      You just have to make a list of 10 suffixes and combine them with root words that adequately define your brand.

      Two letter suffixes can also be used to generate a domain extension that can be classified as something ‘out of the norm".

      Examples of commonly used suffixes are; -ly, -ium, -ify, -i.e, -ia, -am, -ora, -ble, -ous, -ing, -sy, -er, -ism, -ist.

      Examples of suffixed brand names are;

      Posterous

      Huntsy

      Rootsy

      Shopify

      Goodsie

      Friendster

      Napster

      Dogster

      Pros

      • These kinds of names are usually distinctive and easy to remember.
      • They are usually known to be short-which is a major plus.

       

      Cons

      • Sometimes, these kinds of names sound abstract which could be a source of disadvantage, it's a known fact that customers prefer to relate with names that are explicit since it makes purchase easy.
      • They could also be limited in variety.

       

      Misspelled names.

       

      Misspelled brand names are names that have been consciously and intentionally misspelled. The names range through a variety.

      The names can be obviously misspelled, or tweaked; they might have one added letter or one replaced letter-to give the touch of difference.

      These names are attention-seekers. They stand out because brand names are normally not expected to be misspelled.

      Examples of misspelled brand names making waves include;

      Froot Loops

      Dribbble

      Todoist

      Zvents

      Zune

      Zoho

      Pros

      • These calibres of names are easily identifiable and relatable-which are cardinal features of good brand names
      • The brand identity of misspelled brand names are not sacrificed, it is preserved.

       

      Cons

      • There are so many techniques to employ in misspelling a word. If the brand name is not effectively "misspelled", it will lose its essence and cause the business a lot.
      • Taking Dribbble for example, it could easily be misspelled with double "bb" instead of its regular triple "bbb" thereby making it non-existent on the search engine, when its services are needed to be sought out.

       

      Acronyms.

       

      Brand names consisting of acronyms are also known to be effective. They are names that are made up from the first letters of the words that constitute a longer phrase name.

      When the letters are pronounced individually, they are known as initials but sometimes, the individual letters make up a word, in this case, we say it's an "acronym".

      These calibres of brand names are known to be enticing since it is a different approach to brand naming. Examples of brand names include;

      FIM -This fully stands for Fox Interactive Media

      AOL-which is also known to represent America online.

      Pros

      • The use of acronyms as brand names provides you with easy to memorize mnemonics, in the case whereby the overall brand name amounts to very long phrases, this way you can be sure that your brand name will remain fixed in the vocabulary of your target audience.

       

      Cons

      • Sometimes the pronunciation of the initials could be a deterrent to the success of this brand name use. It can happen that the pronunciation of the initials are longer than when written especially when the initials have repetitive consonants with long syllables like the "WWW".

       

      Get the right name for your company

      These descriptions above provide you with the necessary requirements for a good brand name. These characteristics are factors that into progress in brand naming. They are essential things to watch out for in a good name, as we've established. These characteristics are;

      • Pronunciation

      It has been investigated that customers purchase items and go for services that are recommended to them by friends and family. That means repeatability is a major fuel that drives a good brand name. Once a brand name is easy to pronounce, it makes it stand out. Examples of easily pronounceable brand names which are ranked as good are-Twitter, Skype, Amazon...

      • Emotional appeal

      Good brand names are known to appeal to the emotions of their target audience. Once there is an established connection, your name will constantly be on the list for your target audience.

      • Ensure distinctiveness

      Good brand names are different and they are known to stand out, based on the different examples given above. Their uniqueness makes them memorable.

      • Longevity

      Good brand names can stand the test of time. This ability will further influence rank positioning and sum up as a ripple effect of positivity.

      Bad brand names have the opposite of the characteristics of good brand names. They don't create the right emotional appeal; they are not clearly distinct and give a lot of issues in pronunciation.

      Getting the best in brand naming involves considering all the explained points. With careful manipulations in the right places, effective considerations and tactful application of the right approach where necessary, you are bound to create a niche for your brand –by successfully creating the excellent brand name you require to stand out. 

       

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