A name is a promise ... this is the first thing a consumer learns about a company or its product ...
Henry Charmesson
The name for the organization can be compared with the name of the person. It becomes fateful, reveals personality traits and sets it apart from the crowd. Any company also has its own character and features.
A successful name reflects the value of the enterprise and its products in the minds of customers. Few people know that the island in the Caribbean, known as Paradise, did not attract tourists while it was called Pig. Gooseberries from China became popular in the United States after becoming kiwi.
What is the name of the company? Examples of successful brand names will help to appreciate the modern value of naming.
What is quality naming?
Naming is not just a pun, but a significant element of marketing. Professional selection of names for organizations, products, brands is becoming increasingly relevant.
Quality naming is the foundation of a competitive brand and effective market promotion. Its main goal is to position the company, product, service.
Naming is used to solve a variety of problems, including:
- The need to emphasize special properties, to highlight the product among others.
- The desire to evoke positive associations and emotions: trust, admiration, interest.
Sour cream "Village House" or the restaurant "Demyanova Uha" ... A successful name can inspire company staff to become a good basis for brand promotion.
5 stages of work on the title
- Positioning, determining a market segment
| It is impossible to create a brand without marketing research. Who is the target audience? Which group do potential consumers belong to? What are the market niche and company strategy. For example, the name of the travel agency Exotic Wedding indicates a narrow specialization. |
- Standards and requirements
| What criteria should the name match ? What is the name of the company? Examples should reflect the strategy of the enterprise and fit into the situation on the market. |
| Brainstorming, group discussion or questioning of employees. Ideas can be generated in any form, but at this stage it is important to refrain from criticism. |
| Evaluation of options and how they comply with the original standards. Semantic and phonetic analysis of names. Lexical and psycholinguistic testing. |
| The “field test” involves the target audience, customers or potential consumers, who finally decide what to name the company. Examples are included in the survey. Testing is most often carried out by research companies. |
A mandatory element of naming is the legal verification of the developed name necessary for registration. In many cases, attention must be paid to the meaning of the name in foreign languages.
Thus, all the extensive work on creating a new name is two steps. Firstly, it is necessary to formulate a message for the consumer, and secondly, to translate the message into a commercial form.
10 ways to choose a name for a company
- Use the language and words of the client. What does the prospective buyer value in the product or service? What benefit will he receive? The proposed product should be close and understandable to the consumer, like "Your realtor" or "Agusha".
- Enrich vocabulary will help dictionaries. Original ideas can be found using association dictionaries, sensible or foreign.
- The information collected will help to formulate the organization’s mission, to come up with slogans. It is not necessary to start with the name. Naming is a creative process.
- Analysis of the names of competing firms. When choosing a name, it is worth considering their successful options or mistakes - for example, such curiosities as the company "Labor corn", a hairdresser "New Hair" or a bank "Padun".
- Do not rush to delete selected ideas from the list, but remove them for a few days. In one or two weeks it will be easier to evaluate a worthy option with a fresh look.
- Before finally deciding what to name the company, examples are worth checking for uniqueness.
- Evaluation of consumer opinions can significantly speed up the search. It’s not enough just to turn to friends or relatives. Organize a customer survey to evaluate your choices, invite them to come up with their names.
- In some cases, it is useful to look at the world around you. A brilliant thought can be born unexpectedly. Adobe founder chose the name after a river near his home. Remember that registration as a trademark of generic and species concepts is not possible.
- Use the data of psycholinguistics, choosing what to name the company. Examples of names, according to research, give the result with the correct selection of the letter combination. It is recommended to use the letters "D", "L" (cause joyful emotions). The letter "K" tells customers about the speed. But hissing or deaf is better not to take, they are set to negative. The letter "Z", as it turned out, causes fear.
- Technique for the formation of names, there are more than thirty. From names with classic Latin roots to rhyming names. For example, the creator of the world sports brand Adolf Dasler was known among his friends as Adi (it turned out to be an abbreviated “Adidas”).
What is the name of the construction company? Examples
The name for the construction company should focus on the target audience and reflect the scope of the company. “Bystrostroy” is a good choice as the name of a company specializing in the construction of houses in a short time.
The agency "Apartments de luxe" will attract the category of clients with certain incomes, and the "New House" - a more democratic name.
What is the name of the company? Examples of names, such as Stroygarant, Stroytekh, are understandable to the population and inspire confidence. Intrigue "Stroygefest", "Neostroy" or "StroyCity". The abbreviation is not suitable, as it can scare off a potential customer.
For organizations working with individuals, the simple option “Athlete”, “StroyNaVek” is appropriate. In cooperation with foreign partners, it is important to carefully consider what to call a construction company. Examples should reflect professionalism. Preferably a catchy name in English. For example, “Leader Builder” or “Prof building”.
Choosing the name of a law firm
Industry standards strongly influence a conservative legal business. Choosing options for a company name is very limited. What is the name of a law firm?
Examples show that names with Latin terminology or harmonious surnames of partners, combinations with general concepts (“consulting”, “legal league”, “bureau”, “group”) have become traditional. New words are also used, but the client does not always associate them with legal activity.
Good options include Zetra or Asters. This is an example of how short and consonant titles win among the names that are understandable to the public, such as Legal Aid.
Popular names bearing monumentality, confidence and positive. “YurMagistra”, “Arman”, “Legal Center” or “Legal Company”.
Trading Naming
The marketing name positions and promotes a product. What to call a trading company? Examples should be memorable and beautiful. Harmonious perception of the name plays an important role. For sale is what causes a pleasant association.
For trading houses and chains, superlative names are often used (Mega, Extra, Maxi, Super). An interesting method of words with errors. GastroGnom instead of Grocery Store, StakeHolders instead of Steakholders.
A word game is popular, for example, the Cool Place fishing store, the Terry Paradise store, which sell bathrobes and towels.
In any case, faceless names like “World of Taste” or “Wonderful Product” should be avoided.
How to choose a name for a furniture company?
The furniture market is one of the most saturated. In order to stand out among competitors, you need an original, but understandable, selling name.
What is the name of a furniture company? Examples - such as “Sideboard`S”, “Divan Divanich” or “Mr. Furniture”, will play the role of advertising and save money on promotion.
Many manufacturers seek to master a certain market niche. For small and medium-sized companies, focusing on activities and specialization is useful. “Furniture workshop / studio ...”, “Formula sofa”, “Your kitchen”.
The production of luxury furniture, taking into account the interests of wealthy customers, will require a name that emphasizes the status: “GrantMebel”, “Furniture House”, “InteriorLux”.
There are also funny names: “Soft seat” (selling sofas and armchairs), the Sidown company or under the name “Mebelov”.
In fact, 90% of all brand names were invented “on the knee” by directors or managers of organizations. Only 10% of market names are referred to the work of professional neumerators. It is noteworthy that it is these 10% that own 90% of the market!