There's a saying: "Kill the man, but don't change the name"! Once a name has been given to something or someone, the intention is that it becomes part of the personality of the person named. In this way, the name must carry with it individuality, personality, characterization, among other attributes. Derived from the English word "name", naming is nothing more than the process of giving names to brands, products, services and companies.
Easy to explain but complex to execute, naming can be carried out in different ways. Find out in this article the basics of good naming.
A personality that makes a mark
Do an exercise: If Havaianas were a person, how would you imagine it? What city would she be from? How would she dress and what singers would she listen to?
Some time ago, the emphasis in the marketplace was on selling. Today, however, with so much competition, there is a need to create deeper bonds with your audience. After all, brands are like people! They have personality, appearance, history, soul and their own name.
Thus, the name gives those who come into contact with the brand an immediate perception of what the brand is like. In addition, it must create empathy, differentiation, have personality and attract attention.
7 criteria for creating a good name
In this sense, thinking that names have to convey a deep personality, the writer Marty Neumeier established the following criteria in the construction of a name:
1) Distinction – ”Does it stand out from the crowd, especially the other names?” The name must stand out from the competition (especially its category), in everyday texts and speech.
2) Small names: "Is it short enough to be remembered and used?" Short names are generally linked to easy pronunciation, comprehension and memorability.
3) Suitable: ”Is there a reasonable fit with the company's business objective?" The author emphasizes that the name needs to match the company's purpose. If not, keep looking is the best way out.
4) Easy spelling and pronunciation - "Will most people be able to pronounce it after hearing it or seeing it written down?" Easy pronunciation and writing is a way of fixing the name in people's minds.
5) Probability - "Will people like it?" Fun, creative and stimulating names tend to be remembered.
6) Prolongable - "Does it suggest a visual interpretation or does it lend itself to various creative executions?" Names with various creative executions tend to come out ahead of ordinary ones. In other words, flexible names.
7) Protectable - "Can it be registered? Is it available for use on the internet?" Check the availability of the domain on the internet and at the INPI.
Names that stand out
Brands with strong names mark their territory, especially in the minds of those who consume them. In the same way, some successful cases have become synonymous with products, achieving a high rate of "share of mind" which is the consumer's memory. For example, Gillette, Band-Aid, Xerox, etc.
Enredo, which has won national and international awards, has several successful naming cases. Like the case of Conexa Hub of the Siagri group. For Conexa, "promoting connections is what takes them further". When you come into contact with its name, you can immediately see its purpose as a company. The name conveys connection, dynamism, is easy to pronounce, easy to spell and easy to remember.
Another interesting case is that of Airbnb. In 2007, the city of San Francisco, USA, hosted an international design event. The hotels were full. That's why the brand's founders, Brian Chesky and Joe Gebbia, came up with the idea of welcoming guests who couldn't find accommodation into their home. They only had air mattresses to accommodate them and offered breakfast as a courtesy. And so it clicked: the Airbnb – Air Bed and Breakfast - Air mattresses and breakfast.
Appropriate times for naming
Writer, consultant and speaker Alina Wheeler in her book Designing Brand Identity, points out the most appropriate times to carry out a naming campaign. Some of them stand out:
- "Understanding why change is necessary": clearly understand why this change is necessary, whether it's a repositioning, a new project or legal problems. Keep your need in mind.
- "Assessing the impact of change": especially when renaming an already consolidated brand. In-depth studies into the impact on brand value are therefore necessary.
- "Avoid specific names": avoid descriptive names for a particular segment, as this suppresses the brand's ability to expand.
- "Avoid trendy names": Very generic names will cease to be attractive over time.
Conclusion
In conclusion, the name alone does not convey all the idealized concepts and attributes. However, the naming process is the beginning of a story. Thus, it is diluted as a result of countless actions in constant interaction with the interested public. After all, it is one of the first contacts the customer will have with your brand.
That's why the way you position yourself, your visual identity, among other elements, will reflect on your brand. Therefore, the way companies communicate needs to be true and aligned with their real attitudes. As the saying goes, "It's not enough for Caesar's wife to be honest, she has to look honest."
Cover image sources: Unsplash
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
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