Your brand’s name is its most obvious and powerful point of difference from competitors. It has to be memorable, distinctive, expressive, and encapsulate your brand’s entire essence and proposition in (very often) a single word. It needs to be easy to pronounce, spell and memorise, be something you can protect legally – and not have unfortunate meanings in other languages. You probably also need to secure appropriate domain names in all the territories where the brand will operate, in a world that already has over 270 million registered top-level domains.
So, naming a brand requires detailed background research and a sound strategy, as well as creativity. At Warren Creative, we begin by reviewing, defining – and often strengthening – its purpose, proposition and position in the market. This ensures we select potential names based on sound reasoning and commercial insight. From this initial creative round, we’ll select and focus on the strongest candidates, undertaking more detailed research, including an international legal search, to produce a final shortlist.
Next, we’ll put the shortlisted names out to consumer research. As well the names themselves, we’ll show our consumer groups a series of mood boards and packaging samples, and explain the product’s features, price and promotion. This will establish how memorable and relevant the name is to consumers, and how effectively it carries other brand messages.
Finally, you’ll receive a selection of names, all fully researched and market-tested, to choose from and register.
If you’re launching a new brand, or would like advice on renaming an existing one to fulfil new objectives, please talk to us today.