Brand naming, a crash course.

The brand name is the anchor for al branding efforts.

In this episode, I give a 'crash course' on brand naming. How important is the brand name for a brand? How do we decide whether we need a new name? And how do actually craft a new brand name? Let's find out!

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SHOW NOTES

• The must-haves for a brand name:

  • Easy to pronounce (multiple languages?)

  • Easy to remember (2 syllables, or simple)

  • Distinctive from competitors

  • Creates the right 'feeling'

  • Can be owned (legally)

• Nice to haves

  • Personal history links

  • Key themes to explore, for example, 'mountaineering', ...

  • .com can be a specific need by a business owner (explore it further)

• No-go's

  • Cultural sensitivities

  • Category cliche's (Flickr, Tumblr,...)

• Reasons to change a brand name:

  • Hard to remember

  • Hard to pronounce or write (try googling it)

  • Not ownable

  • To generic

  • To literal (category)

  • Big shift in the company and want to signal

• Brand naming tools:

  • Trademark research: https://www.tmdn.org/tmview/#/tmview

  • Global trademark database: https://www3.wipo.int/branddb/en/

  • In different languages: https://www.indifferentlanguages.com/

  • Use thesaurus for synonyms and other word relations: https://www.thesaurus.com/

• Interesting people on brand naming: Eli Altman's book 'Don't call it that' is a great starting point. 

Thank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter below. This episode is sponsored by Holabrief, The go-to platform 
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