(and yes, you’re to blame)
Don’t give your brand a bad name
Driving around or watching a few minutes of ads on TV, I’m amazed at the terrible names companies and organizations decide to be known by. The branding landscape is scattered with a literal alphabet soup of ABC Roofing, D&E Auto Repair, and Smith’s Doohickeys (insert disclaimer here—any resemblance to actual brands, living or dead, or actual events is purely coincidental). Here is why your name is terrible—and yes, I’m talking to you.
It seems most business owners either have no imagination, or the more likely explanation—they don’t think through the implications of an uninspired, dull name. Here’s the kicker: your customer can’t remember your awful name—and that means you won’t hold a place in their memory for calls, return visits, recommendations, or any loyalty to your brand whatsoever.
Here’s the kicker: your customer can’t remember your awful name.
A good name is the opposite—it is on the tip of your customer’s tongue as soon as your line of work comes up. They are more likely to return, more likely to recommend you, and much more likely to be loyal to your brand.
So how does a good name put a sticky note in their prefrontal cortex? And how can you use this information to your advantage?
Great brands connect emotionally
The way consumers connect with brands is through emotion. Brands that connect in an emotional way are able to attract the right customers and build loyalty. Brands that figure this out connect on a human, relational level with their customers and their customers become fans.
This should have an impact on strategy throughout the entire branding process. Every touchpoint of your brand matters because it is a chance to make a connection on an emotional level. Naming is an extremely important chance to connect, because it is often the very first touchpoint with many of your potential customers.
Your name should convey and communicate personality in order to make an impact on your potential customers—and here’s how to do it:
A Guide to Great Naming
Drop the Initials
If you are guilty of this, just stop, in the name of L.A.E.L. (the Law Enforcement Agency of Love). No one but you remembers your initials when they walk out the door. This also applies to brands that just use the owner’s last name. You’re missing an enormous opportunity for your brand to have its own personality—one that attracts the right customers.
Ignite Interest
Will your name immediately make people curious? Will people want to know more about your brand or organization? Will they want to know what the name means? Will they want to find out more, or is it too literal? The best names grab attention and leave customers wanting to know more.
Make it Memorable
Is your name unusual or unique enough that it can be remembered? Is it sticky—(does it have the staying power to hold its own in your customer’s mind despite their being bombarded with thousands of other names and messages a day)? Successful names are like good songs—they get stuck in your head—and that’s great news for your brand if you have a memorable name.
Silence is Not Golden
Is your name interesting when spoken out loud? Is it difficult to pronounce? A great name sounds right—if it doesn’t sound great to you, it will sound worse to your customers. Don’t let your brand be the kid that gets picked on because of his unfortunate-sounding name.
Dress to Impress
How does your name look when written or typed? Are there letter combinations or visual forms that make it more visually interesting? Are there any unique features or letterforms that might make for a more interesting logo? Renaming is a good time to think these things through and get a head start on your brand’s look.
Good Vibrations
Does it have that extra something that makes your name a secret weapon? Does it have the potential to drive some of your marketing or advertising messaging on its own merits? The best names are their own best advertisements because they have their own legs to stand on.
What Are You Waiting For?
The right name can give your brand a head start with your customers that other brands don’t have. Your name is an important part of the big picture of your brand’s impact on potential and current customers. It’s a piece of the puzzle you can’t afford to overlook. Don’t let your competition have the advantage when it comes to this great chance to connect.
The right name can give your brand a head start with your customers that other brands don’t have.
If you’d like help navigating the naming (or renaming) waters, we can help. At Elevate, we are focused on helping our clients build brands that successfully connect with customers in ways that seriously impact their bottom line. Brands that connect are able to cut through the clutter, communicate, and build brand loyalty—and that means your product or service can command a premium, and your customers return and become raving fans.
For more information on how your brand can better connect with your customers, contact us today. For more helpful content like this article, like us on Facebook and follow us on social media—it’s the best way to see our freshest content!