Company brand names carry a lot of weight. Picking the wrong one can send misleading messages or incite negative emotions in your target audience which then would steer them away from your business. The right brand name can increase your chances of reaching and retaining new customers. It is the first step in grasping people’s attention so we’ve built a process that will help you create an attention-grabbing name, one that people will remember and rely on.
Brand naming is a very creative process, although we do try to follow a few sensible guidelines
– Avoid hard-to-spell names
– Don’t pick a name that could be limiting as your business grows.
– Conduct a thorough Internet search.
– Make sure we can obtain the .com domain name.
– Use a name that conveys some meaning.
– Conduct a trademark search to avoid potential legal problems down the line
– Assess if the name is catchy and is easily remembered
Essentially there are four types of brand name:
Descriptive Names, that communicates what the company or brand is (Paypal; Toys R Us)
Acronyms, an abbreviation of a descriptive name (IBM; UPS)
Invented Names, made-up words (Kodak; Xerox)
Experiential Names, that build upon the feeling or experience associated with the brand (Virgin; Oracle)
Usually, at the first stage, we will offer suggestions in all 4 categories, unless the brief has been more specific.
We go through a three-stage process. Firstly an internal brainstorm involving people from all areas of the business, which can generate literally hundreds of ideas. Secondly, we will work through these names, eliminating those that are used by, or very close to those used by, other companies, are not appropriate for the market, can’t be protected etc. Finally, we will come up with a short list of 10-15 names that we like and will present to the client. This process takes around 2 weeks.
If you aren’t happy with the selection our Bangkok agency has come up with, we will, of course, continue the process until the right name is found. Although we like to think that our experience and process works (and in practice, more often that not, it does) we are never satisfied until the client is in full agreement.
One of our internal processes is to carry out a search for any names because we want to ensure we are not likely to infringe on other names. The degree to which you can protect your chosen name will depend upon the level of “inventiveness” that the name evokes – a descriptive name will be harder to trademark than an invented name.
Your name is the start point for your complete branding and marketing effort, which will almost certainly include a digital presence through a website. Therefore, at the short list presentation stage, every suggested name will include with it a proposed, obtainable, domain name.
We require 50% of the fee once you have appointed us. Once this has been paid, we will start work immediately.
Sometimes, and this has happened to us, it proves difficult to choose between 2 options. In such an instance, we would propose carrying out some initial logo and visual identity designs, as this often helps in the decision making process. Colors, fonts, supporting icons can often be the final deciding influence.