The Power of Naming: How to Choose the Right Name for Your Business

Choosing the right name for your company is an important step, as it represents to the public what your brand ultimately stands for

By James Pass, Managing Director and Creative Principle, JPd

Dubai UAE, November 17, 2015: For many organisations, the perfect brand name is in place way before the rest of the business mix. A business plan, execution tactics, marketability strategy and the like, are the more hard-hitting aspects of the trade, and often take precedence over everything else. That said, it is imperative for new companies to acknowledge the mechanics behind the naming of a brand - a key element of brand development strategy. 

You’ve often heard the question, “What's in a name?” Well, the answer is, pretty much everything! 

Your brand name is every bit as important as the product itself, and is a reflection of everything your company stands for. It needs to be positive, memorable and visually appealing - something that will serve as a constant, unique reminder - telling customers who you are, what you do, and how you do it. 

Although finding the perfect name is a time-consuming process, it is one that merits careful consideration and hours of brainstorming, to ensure the perfect fit with your business, your image, and your product. Words are powerful and they need to positively speak for, and reinforce the company ethos in a simple, succinct fashion. 

Here are the three main points to consider: 

Your Goal
What do you expect to communicate with your brand name? Is it meant to be informative about your product or service, or is the main focus to pique customer interest? Do you expect it to set you apart from competition? Will it work better with a classic, elegant feel, or perhaps something more modern and quirky?  
Though daunting, the right team can help you answer these questions and once you’ve got it right, you’re halfway there. Only once you have a crystal clear requirement, can you expect to come up with brand name options that fit the bill perfectly in the long run. The key is to stay true to your core brand values, and create a platform of communication that resonates the same truths. 
Take Nike, for example. Named after the Greek goddess of victory, the famous swoosh below the name signified her flight. Another example of a brand that was named after what it dealt in is Intel, short for integrated electronics. 

Your Market
In a global market where trademarks are aplenty, make sure the brand name you want isn’t already being used somewhere in the world. Run a full check on each of your probable options to ensure you don’t run into trademark trouble. A solution in this scenario is often to get as creative as possible. Evaluate your brand from multiple viewpoints to see what mix of words works best, or perhaps, coin a completely new word altogether. 
In a market like the Middle East, it pays to think of how your brand name could appeal to your Arabic-speaking consumer as well, since this segment constitutes a considerable chunk of your target audience. Tapping into local expertise proves hugely beneficial at this stage - professionals who have their fingers on the market pulse and can best advise you on how to communicate smartly, strongly and strategically. 
It could be something as simple (seemingly!) as opting for a brand name like Kareem - easy to pronounce, as well as easy to remember. Toy construction giant Lego, derived its name from the Danish words ‘Leg Godt’, meaning to ‘play well.’ 

Your Image
Another critical point of consideration is ensuring your brand name has no negative connotations and is not offensive to any race, caste, or creed. It needs to be positive, neutral, and approachable, without crossing any unwanted boundaries. 
It also pays to do thorough research on whether your selected name has a meaning in any other languages that may offend your target audience. On the flip side, names with positive, fun, and creative meanings portray a clearer image to audiences, and are more likely to be remembered, like Box Park, Bounce Dubai, Zaatar W Zeit etc. 

Some international brands that hit the jackpot in this regard are German car giants Volkswagen. Meaning ‘People’s Car’, the brand became popular at a time when cars were a luxury in the country, and its choice of name made quite the impact. IBM is yet another brand that stayed true to its strong business roots, with a name that was derived from exactly that - International Business Machines. 

Winning customer interest with a successful brand name is an art and a science, best trusted to individuals who are masters of the trade. With proper market research and a complete and thorough understanding of the target audience, our experts at JPD will take you through the brand name journey with a clear focus on four key components - simplicity, clarity, relevance and personality.