How to choose a good brand name?
You are ready to conquer the world with your new brand. You are absolutely sure that you have something that will leave the competition behind. But what do you call the brand? How do you ensure that your brand name stands out and is distinctive? Coming up with a brand name is one of the most difficult parts of a brand identity. It requires more than just a healthy dose of creativity. Do you choose a descriptive or abstract name?
And what should you consider when coming up with the perfect name for your new brand or product? In this article, we answer these questions.
A good brand name has the following qualities:
- Easy to remember and pronounce;
- Evokes the right associations;
- Is unique and stands out;
- Describes what the brand does.
Of course, a name cannot have all these qualities. The challenge is to find a name that has one or more of these qualities. In this blog, we discuss the difference between descriptive and abstract brand names. When is it better to choose one over the other? We provide tips – based on several examples – to make it easier to choose between the two.
Descriptive brand names
Descriptive brand names – as the name suggests – describe your product or service. They have the following qualities:
- Give immediate meaning to the product;
- Describe a characteristic of the organization such as the owner’s name, location, or product;
- Are easy to remember;
Examples of descriptive brand names are RunnersWorld, Burger King, Head & Shoulders Shampoo, Volkswagen, and our own brand Merkelijkheid. Descriptive brand names work best in markets with many providers/competitors. In these markets, you are likely to compete against several market leaders with established names. By choosing a descriptive brand name, you immediately make it clear to the consumer what your brand stands for. Combined with good marketing, this can secure you a strong position in the market.
Don’t make a descriptive name too descriptive. There is a risk that the brand becomes too generic. Try to give the name an original twist. This way, you can also stand out. The brand Kickstarter is a good example of this. It has found the right mix between originality and recognizability, with a nod to what the company stands for. The company is a platform where creative people can raise money to give their product, service, or idea a ‘kickstart.’
Abstract brand names
A good abstract name requires a bit more creativity. These names are more about the feeling and sound of the words. Examples of abstract brand names are Apple, Kodak, Kleenex, and Ziggo. Everyone knows these brands, but they describe or mean nothing. So why do they work? First of all, the names are striking, unique, and – unconsciously – evoke a certain feeling. Another important quality of successful abstract brand names is that the brands are often market leaders. This way, the fictitious name is directly linked to the type of product. Apple was the first to introduce a color PC, and Kodak was a pioneer in photography. 
Do you want to enter an overcrowded market with an existing product that has just slightly different features than the competition’s offerings? Then don’t do this with an abstract brand name. You will drown among the many providers because it is not clear to the consumer what added value your product has. This applies not only to abstract names but also to abbreviations, which can be confusing for the consumer.
Are you currently brainstorming the name of your new brand? Put yourself in the consumer’s shoes. How many different providers are there of the product? How does the consumer see these brands? Don’t try to find the gap in the market but the gap in the consumer’s mind. This way, you position yourself distinctively in the market. Base your brand name on this, be distinctive but don’t make it too vague. Wrap your uniqueness in the name.
Brand registration
Before you start working with a brand name, first check if the name is available. Is your invented name still available? Don’t forget to check if someone has already registered the domain name of your brand. This brand research can be done by an external agency such as De Merkplaats.
Is your brand still free? Then register it immediately. Availability and registration of a brand name are done at the Benelux Office for Intellectual Property (BOIP).