A lot of people would suggest it’s not overly important. But I would argue you still need to consider:
- What first springs to mind when you hear it?
- How easy is it to say and remember?
- What does it actually mean?
- Can you build brand consistency around it?
- Is it unique within your space?
It’s also important to be aware of any negative connotations it may hold.
Like when Coors Beer translated it’s slogan ‘turn it loose’ into Spanish, where it’s a colloquial term for diarrhoea.
Or when Mercedes-Benz entered the Chinese market under the brand name “Bensi,” which means “rush to die.”
Now you may not be planning global domination but a new brand’s name is worth considering.
Creating a new brand
Our own name, Twenty One Twelve, is long and hard to remember.
But it’s got a good story behind it, so we like it.
It’s a name that still bemuses people, is it inspired by a Canadian rock band from the seventies or the world-famous Henley Royal Regatta? Find out in this blog…
Would we choose it again? Probably, because meaningful names are few and far between.
For example, when considering a brand name for one of our client’s new ventures recently we went through it all:
- Latin terms
- Greek Mythology
- Foreign language terms
- Fusing serendipitous words to create new meanings
We then had to check that:
- The domains were available (yes .com is important)
- It wasn’t too similar to a competitor’s name
- There were no negative connotations or meanings we had missed
- It sounded good and was a little bit clever too
But don’t settle.
A brand needs a voice. The worst thing it can be is vanilla.
Your name can be leveraged across your entire brand messaging.
Take our client FOMO Mortgages for example. FOMO or fear of missing out, is a name that we play on constantly with the company’s messaging –
Don’t miss out on the best mortgage deal
Don’t regret not protecting your family
These are rudimentary examples but they go to show that there’s a lot in a name, choose wisely.
And if you need help – reach out to us by emailing firstname.lastname@example.org.