Brand naming is undoubtedly one of the hardest aspects of brand creation.
Brand naming is a highly emotional exercise for business owners and managers, as it should be. Naming communicates the character of a business, product or service. Over time, names come to mean more than just a signifier for a business.
They build trust, advocacy, authority and market share. They take on significant meaning. And through naming, audiences reflect back their perceptions and attitudes of the brand. Names can become verbs, used in both positive and not-so positive ways.
The flip side of emotional connection is a rational, legal process of trademark application with the high thresholds to registration that it can bring. Both require nuanced consideration, stakeholder engagement and above all, patience.
In this Introduction to Naming, we explore: