This week’s guest blog is brought to you by Leah Klugt from The Golden Goose Design Studio.
A rose by any other name would smell as sweet… or would it?
At times, all you have is a split second to convince someone to choose your brand.
What is involved in that decision? A whole combination of things – like USPs (unique selling points), how you are visually presented, how your brand values flow through your business. I could go on, but you get the gist.
If someone, though, only heard your brand name without anything else to go by, do you think this would be enough to convince them to choose your company over another who offers the same or similar service?
So, what do you need to aim for when naming your new brand?
1. Spark a connection
The name needs to set off a little spark in them. Something that really resonates with them.
2. Create Curiosity
Create enough curiosity that it encourages them to seek you out further.
3. Line up your Target
Remember your target audience, they are who your sparkly new brand name needs to evoke emotion with the most. You may even want to consider doing some market research on those in your target audience with some possible brand names. (don’t ask your mum!) At times, it might be a new word – for example Google was a made up word. In this case make sure it doesn’t rub your target audience the wrong way!
4. Reflect your Brand Values
Your brand values need to be reflected in your communications to your target audience, so why not incorporate them in your brand name? They provide alot more words to brainstorm from. You can read more about brand values here.
5. Be memorable
Is your brand bland? No! Then don’t go for a standard business name. Think sideways on the issue, think around it, create mind maps.. have a giant brainstorming session! Do something entirely out of the box that hasn’t been thought of before, something that packs enough punch that your prospect will hear it once and remember it for eternity.
Why fit in when you were born to stand out? – Dr Seuss
Leah Klugt is a wife, mother to two fun furbabies, renovator, dreamer and a fantastic whistler. She is also the owner of The Golden Goose, a sparkly brand engineering and design consultancy business on the NSW Central Coast. She loves new ideas and adventures, cheese, fine food, lifestyle and people with that entrepreneurial sparkle in their eye. You can follow her adventures on Twitter here.
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6 Responses
In my opinion picking a brand name is one of the hardest things a new business owner has to do. Aside from all the points above, ideally you also want a name that no one else is using (or has trademarked!). It’s so important though so it’s a good idea to get professional help 🙂
Thanks for weighing in Mel! You’ve made an excellent point about availability and trademarking. These are of course another two fabulous points in a huggeeee list of things to consider. I agree – it is something every business owner struggles with, and hopefully The Golden Goose can rescue a few so that there are less bald business owners around! 😉
Also, you need to do a bit of research about competition, trends in your industry, etc. Also check word combinations in case you need to have a domain name – so it doesn’t sound silly. Obviously, you aim for something that can substitute another word, like ‘google’ instead of ‘search’ – if you know what I mean 😉
Hello Belinda,
Thanks for providing such great information. I totally agree with your statement. Especially I want to say about brand value. I like this point. Such a piece of effective information. Thanks for sharing.
Thanks for reading Adelina 🙂