Brand Naming

What’s in a name?

It articulates the brand’s promise and stimulates desire for a deeper dive into the brand’s mission statement, manifesto and ultimately, it’s essence. A brand’s name (and identity messaging) sum up all of the experiential characteristics of a brand and rallies them behind a single flag. In the war for customers’ hearts, loyalty and partnership, the brands with compelling names leads the charge.

Brand names and identity messaging can take various forms—a tagline, a script, body copy, product headlines, even a call-to-action button—but they all share a few common traits. Persuasive brand messages are always brief and convey critical aspects of a brand. Effective brand messages usually oversimplify something that in reality is complex and nuanced.

This over-simplification is a good thing, however, because the goal of a brand is to be noticed, it’s name is to remembered and it’s product or service desired. In an over-communicated world, the only way to get inside the minds of prospects is to whittle away at your brand name and identity messaging until it comes to a sharp point. You may leave some details on the floor, but the thrust will really drive your story home.