how to choose a successful brand name?
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Lisa Merriam, author of Merriam's Guide to Naming Second Edition, discusses why common advice doesn't really help and what you really should consider when searching for a brand name instead. Covers all the basic must-haves for a strong, successful, effective brand nameTRANSCRIPT
What makes a successful brand name?
Working with companies large and small
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By the author of Merriam’s Guide to Naming
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The name is an important part of the brand
Brand elements:NameLogoTaglinePersonalityColorsTypographySoundSupport GraphicsImagery
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Coca-Cola: The brand name is only the beginning
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Name doesn’t define a business or encapsulate a positioning
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These names don’t define or position: cookies coffee skincare products routers or auctions
Common advice that is bad advice…
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Common advice that is bad advice: Your name should be short? Not necessarily
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Common advice that is bad advice: Easy to spell? Some big brands are not so easy to spell
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OR
Common advice that is bad advice: Memorable? How do you know in advance?
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Better advice…
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Practical advice for strong names: Unusual is best
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vs.
Practical advice for strong names: Be distinctive and original
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Practical advice for strong names: Be search engine friendly—no acronyms EVER
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Practical advice for strong names: Be meaningful without being specifically descriptive
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vs.
Practical advice for strong names: Be vivid and evocative—a word that stimulates senses
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Practical advice for strong names: Must be ownable
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Preliminary searches are free and easy with the USPTO’s TESS: http://tess2.uspto.gov
Further reading
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“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/
“The Science of Naming Brands,” The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-from-ipad-to-ice-cream/238820/
“Brand Naming,” Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html
“The Problem with Bad Product Names,” Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product-names-and-what-we-can-le/
“8 Principles of Product Naming,” Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
About Merriam Associates
Lisa Merriam has made a career of helping companies build and manage brands. Her expertise is focused on strategic brand development and managing strategy-based brand design including naming, logos, visuals systems, brand launch and implementation. She has been an independent consultant since 2003, serving large, well-known companies, as well as small, fast growth companies.Branding Expertise• Naming• Tagline development• Brand strategy including brand story, attributes, positioning, and brand
architecture• Identity design including logos and design systems• Copy writing (digital, traditional, and search engine optimized) and collateral
design• Web video production including man-on-the-street testimonials
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Selected clients
CanonWestfield MallsKay JewelersJamba JuiceChevronKirch & Co.Disney Live!LancomeADPChevronRalph LaurenPwCCablevisionThe HartfordUganda/Focus on Africa
Reed ElsevierLexis NexisJohnson & JohnsonUnison TelecomBMWLand RoverUS Navy SEAL MuseumGeomentumThomas PublishingYMCAWestern UnionEuropean Space AgencyLip Fusion CosmeticsKore SportswearKay Jewelers
Lisa [email protected]