What’s In a Name?

Well when it comes to brands – more than one would think. Like every element of a successful brand, a name helps communicate something to the audience. A name is a core part of a brand’s identity and often one of its key assets.

We often judge brand names based on how they feel to us. However, judging a ‘good brand name’ is more than a matter of taste or opinion. Like everything in a successful brand, it achieves a task.  It may be subtle, but good brand names do a job. 

So if you’re a startup or naming a brand, how do you define what that job is? 

Brand names tend to fall into three distinct categories, each addressing a specific challenge: descriptive, evocative or abstract.  

Descriptive Names

Descriptive names tell a consumer about a key element of the brand. What it is, who its from, what it does or what role it plays in your life. McDonalds. PayPal. Dropbox. Money Supermarket. American Express, DHL, Ferrari, UPS, Go Compare, Grubhub. The Container Store. They may vary in how direct they are, but each says something functional about the brand. These may be shortened to acronyms – like HSBC or IBM. 

In categories with low understanding or awareness, these are a tool to drive greater knowledge when the name is introduced. For brands with very functional positions, or where users won’t understand what they do – a name can help to reinforce value.

Evocative Names

Evocative names help a consumer feel something about the brand. They’re rooted in emotional territories and tap into feelings when they’re heard. You may not explicitly know the feeling it aims to evoke, but the name broadly encapsulates it. A feeling that the brand aims to own. One you get from using it. A metaphor that speaks to the brand. Nike. Virgin. Apple. Patagonia. Dove. Greyhound. Dash. Sure. Innocent. Uber. Tinder. 

In categories with low engagement or emotional differentiation, these can help to stand out and inspire customers. For names where the function of a brand isn’t that interesting, evocative names can elevate into a new space.

Abstract Names

Finally, there are abstract names. In commoditized categories where you need recognition, something completely new can stand out. In categories where search is important, these can create a new space. They can be completely abstract or derived. Google. Xerox. Hulu. Starbucks. Spotify. These all lacked any meaning until a brand started using them. Instead, they built from awareness down and help a brands in awareness led markets where the last brand known wins.

What Comes After a Job for a Name?

Choosing a name is more than identifying the job it needs to achieve. Additionally, you have to think about your brand tone of voice, competitors and brand position. If your brand ToV is down to earth and relatable, latin names probably don’t fly as a way to solve any of the three challenges. If you’re aiming to convey heritage, something that feels timeless is needed.

Your competitors names are a key consideration. Often, being distinct is the goal, so something that feels separate from others is needed for brand success. In rare cases, similarity helps to steal share, as we’ve seen recently with Coca-Cola’s launch of Simply Pop, intentionally targetting and associating with competitors Poppi and Olipop.

Finally, your brand position has to tether your name to it. Do the two fit? Does the name tie back to the long term strategy and position?

When to Change?

No matter how you name a brand, you need to consider what its going to set out to do and if its achieving it. Can you change? Yes. But remember that equity is associated with a name. Ask yourself if it’s doing the job you want. 

Overall, a name is only one part of a brand and should contribute to a part of its success. Defining what a name needs to do gets you from opinion to action when deciding on one.