A common misunderstanding in brand naming, two fundamental origins

This article starts from the common misunderstandings in brand naming, thinks from the root, and provides readers with two naming origins. It is recommended for those who want to learn brand naming.

In many brand cases, naming is often done after the brand positioning is clearly sorted out.

So there is a misunderstanding: many people try to translate the information points of brand positioning through naming, and even use a few key words of brand positioning to check whether the naming is reasonable, more is better, less is worse. This is unnecessary, and sometimes it will even lead to a weird feeling: you think you have expressed it well, but others say what?

Naming is like this, it has its own structure and rules, and only by following them can the words shine in that cramped space.

So, what are the patterns and rules of naming? If not describing the brand positioning, then what should we describe?

The brand name is of course derived from the brand positioning, but remember, don’t get caught up in the brand positioning. To some extent, the naming should transcend the literal expression of the brand positioning and think about what it should convey under the guidance of this positioning policy.

What should it convey in such a small and cramped space?

Yes, the space is very cramped, which determines the fundamental rule of naming: the information points must be few and precise.

In order to be concise yet precise, we have to think from the root and find the essence of things. Here are two naming origins.

Origin of naming: Naming is timeless and will accompany the brand for a very, very long time.

What “brand associations” (functions, attitudes, emotions, feelings, etc.) are there for your brand that will endure as part of the brand’s future equity?

Let’s look at some timeless brands and their names: Nike (internationalization, overcoming, endurance) / Coca-Cola (localization, happiness brought by good taste, happy emotions) / Huawei (national manufacturing, national spirit) / Apple (simple, fearless, innovation)

There is actually not much complicated logic behind these names. What you understand and feel are its brand keywords, but they are not a complete expression of the brand positioning.

Let me repeat: What are the timeless brand keywords?

Among these keywords, what are the most representative one or two?

Digest the brand positioning and think about it. This is the first step .

In the second step , we need to solve the problem of how to convey and what method to use to convey, and what type of symbols to find to bring about what feeling.

Feeling is very important for naming. The first feeling is greater than the meaning.

Back to the brand's tone. Playful or dignified? Chinese or international? Grand or artistic?

... Grasping the tone means grasping the user's heart; if you suddenly find that your name has no tone, then this name is dead; don't deceive yourself and say that it seems to have some feeling. If you have to try hard to feel a little, then the user will definitely not feel anything.

The second origin of naming: Naming is also a lethal weapon in brand communication.

If you are planning a product brand (more focused, or more inclined to short-term operations), if you are looking for investors for the brand. Then, your name will carry more "functions" and "purposes". Try to think about what point of the brand you want users to focus on (the most important), what kind of story you want to tell investors (the market), and what is the title of the story?

Let’s look at some emerging brands and their names: Daily Black Chocolate (scenario marketing, category marketing) / Highway Store (scenario marketing) / Ele.me (scenario marketing) / NIO (the blue sky has arrived, the future that NIO sees)

From a limited number of examples, we can already see some clues: scenes and categories are the most commonly told stories and the most commonly used naming methods.

Regardless of whether it is a product or a new brand, unless you have a very definite judgment and calculation for your own considerations, otherwise, please make sure that the name is intuitive, clear, and easy to understand, no matter what method you use. Consumers don’t have the patience to figure it out, and if they don’t understand it at the first time, you will miss this most important communication window. And a bad name will really affect the market’s impression and judgment of you.

Well, let's make a technical summary of this article:

How to name a brand? Don’t try to cram all the brand positioning information into that cramped space. Naming requires balance and sacrifice, and be focused to avoid being a hodgepodge.

So how do we think and do it? Two naming origins:

The origin of naming: Naming is timeless and will accompany the brand for a very long time. Therefore, we need to answer: what is the key point that supports the brand's longevity and what is the most important point; on this basis, grasp the brand's tone and temperament and choose the appropriate naming method.

The second origin of naming: Naming is a lethal weapon in brand communication. Therefore, for a product name that is more focused, or a new brand name that wants to stand out at the first time, try to think about what you want users to focus on, what story you want to tell investors (the market), and what is the title of the story? Finally, it must be intuitive.

Author: Judy