Did you know that Google was originally named BackRub? Can you imagine billions of people around the world saying “Just BackRub it.” or “Yeah, I’ve BackRubbed myself heaps!”. This is a prime example of why the name of your product is so important to its success in any market and why you need to make sure your brand and name are going to not only stand the test of time but the Test of the Internet. What’s the Test of the Internet I hear you ask? Well it’s not exactly a science but here it is in a nutshell.
With the popularity of memes these days just about any name, phrase or situation can become an overnight internet sensation for all the wrong reasons. It can be anything from what your brand name sounds like, what your logo looks like or what your catch phrase is and to be honest there will always be someone, somewhere who can make anything into anything without enough time and motivation. This is just another reason for you to have you your name sorted before you go about branding.
So what is in a name? Your name is at the forefront of your branding and as such needs to be integrated into all aspects of your marketing in some way. Whether it is a direct reference to the company by name or the inclusion of the name and logo in an image, this is how people identify your company. We don’t all have the advantage of McDonald’s brand recognition where they can whack up the Golden Arches and people across the globe know who they are and what they do.
When you’re workshopping a name, and this applies to both your business and your products, make sure you are taking into account things like the impact it has emotionally and visually on your prospects and the flexibility it has around changing values and views. Many brands have been lost in the sea of competition simply because they couldn’t change and adapt to shifts in their market and their customers. You obviously can’t go changing your logo every five years, although this has worked for some companies, but you don’t want to commit to something that leaves you with no room to change, expand and adapt.
We recommend our clients research high performing keywords on Google and also look at what the core values of their ideal target market are. This then allows them to make decisions on branding that are informed and supported and not just based on workshopping with their team or family members. Your name is your calling card. It is one of the first things people will want to know about your business and you need to make sure it integrates with what you do or what the product does. A clever name is no good if people have no idea what it means or what it represents.
This article was prepared by Ant Ulijn, Social Media Extraordinaire and Values Alignment Expert from emanation. If you found this information useful, please comment below and make sure you like us on Facebook for more great content like this.