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The 4 Approaches in Naming Brands

22 June 22

Just like people, every brand needs a name. Brand names serve to identify businesses and act "as a beacon of promise" highlighting their dependability, uniqueness, alongside product or service. However, how does a brand develop a name that perfectly represents its business? Here are four approaches to exploring the perfect name for your brand! 

Do well with descriptive 

Directly describing the role of a brand and its business, descriptive names introduce themselves to the market. Companies like General Electric rely on this approach to convey their business in a straightforward and understandable manner. Though descriptive brand names are relevant, they are also rather formal and less memorable. The popularity of descriptive brand names dwindled throughout the years, as newer brands rely on other brand name types to represent their business. 

Associate the brand to its business

A single word or combination of words related to a business makes associative brand names. It can refer to the product/service, location, value, target market, or founder of its brand. Burger King, Facebook, and Garuda Indonesia are associative names, as they feature a connection with their respective brands. Although associative brand names also showcase their relevance in the market, it has a friendlier and fresher impression. 

Experiment with neology

Neologistic names are developed by incorporating elements (prefixes/suffixes) related to a brand into new made-up words. These names would have a unique image, as it plays on familiar sounds alongside real terms. Google is a famous example of a neologistic name derived from the mathematical term “Googol” and accidentally spelled with the suffix “-le”. Instead of being known as a misspelled name, Google became a memorable and quirky name of its own right. 

Dare to be deviant

Last but not least, deviant names seem unconnected from their brands at a glance. Deviant names encapsulate a feeling that represents their brand, making them unlike any other. Names like Apple and Amazon hold no similarity to their respective brands, yet they appear fun, spirited and symbolize growth. Only the most daring brands would utilize this approach for their names. 

Hence, your business can find the right name using these four approaches. Descriptive names suit brands that are more formal, as neology suit businesses with friendlier dispositions. Associative names still showcase connections with their brands, while deviant names are for those who dare to be different. To know more about these approaches and find the perfect name for your brand, enlist the help of Milestone, a branding agency ready to serve your needs!