Choosing a brand name that lasts – Select your message

think outside of the box (mindre)

As a start-up, your brand name can be one of your most important assets. It is the identity tag by which you can stand out from the rest. Sometimes you have a specific brand name in mind already at an early stage. Other times, naming your brand can drag on and be an exhausting exercise. Either way, if the naming process is not made right initially, you can at a later stage be forced to drop the name you have come to love simply because someone else beat you to it. In order to avoid such disasters, we have outlined four easy steps to enhance your chances of getting a brand name that lasts. The first step is to select your brand name.

Select your message

When selecting your brand name, there are some things to consider. What message do you want to convey? There are, basically, three categories of names: descriptive names, allusive names and arbitrary names.

  • Descriptive names: The upside is that these names give immediate information to the customer about what they can expect from your brand. The downside is that they are much harder to protect. An example of a descriptive name is “Science” for a magazine.
  • Allusive names: The upside is similar to that of descriptive names. Allusive names convey a hint or a feeling about the goods or services sold under the name. The downside is that they could be hard to protect; sometimes there is a fine line between allusiveness and descriptiveness. An example of an allusive name is “munchies” for snacks.
  • Arbitrary names or invented words: The upside with these are that they are easier to protect. As long as no one else has beat you to it, they should be straight forward to protect. The downside is that they give no information whatsoever to the customer. Therefore, arbitrary names need marketing and advertisement in order to educate the customers on what the name represents. An example of an arbitrary name is “Apple” for computers.

Choose your brand name that works for your situation. If you have time and ability to create marketing campaigns, an arbitrary name might be the best for you as it offers the strongest protection. On the other hand, a descriptive name might be your best solution if it’s important that the customers immediately understands your business and you do not have the money for an intensive marketing campaign. An allusive name can sometimes be the sensible middle road, however, they are usually the hardest to come up with. Another important factor that needs to be taken into consideration is if the brand is your house mark or a sub-brand; which kind of business will the brand name represent?

In this process, it is usually advisable to not limit yourself to only one name. If you have a shortlist of names you are generally better prepared for the next steps.

When you have chosen your brand name, the next step is to plan your filing strategy. Want to know more? Check out the SynchBlog upcoming weeks.

For further information, please contact David Leffler.

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