When it comes to creating a brand name that resonates with audiences, it is important to focus on why a certain name would appeal to certain audiences. If you are able to pinpoint the way in which your target audiences will be receptive, brand name agencies like Appella can help construct a name for you that coincides with your audience’s needs. Let us take a look into the primary categories of brand names and why these may or may not be a great idea for your own company.
One of the most common types of brand names out there is that of a descriptive brand name – this is when the name says what the company, service, or product actually entails. This often includes where the company originated or the founder. Another thing that a descriptive name does is describe what occurs in the company. For example, submarine sandwiches are sold at Subway and PayPal offer an online payment service. It is very apparent that these names allow potential customers to easily pinpoint their services and products. From this, the decision on when to choose a certain brand is made easier for the consumer.
However, descriptive names can restrict you when you want your company to prosper into offering additional services. It is all good expanding your company and having the longevity to sell further products or services, but if your descriptive brand name contradicts your new services then you will have serious issues. Yes, the brand name will marry up with the company’s original service, but consumers will feel lied to when your company offers so much more than merely what the brand name implies.
An acronym is an abbreviation of a descriptive brand name. All over the world, massive brands use acronyms for their names – some examples being HP, IBM and UPS. The majority of acronyms derive from functional names. Whether it be on purpose or inadvertently, it is easy to pair down descriptive names into smaller chunks. One example of this being that is much more complicated saying Royal Society for the Prevention of Cruelty to Animals than is to say RSPCA. Equally so, saying WWF is far quicker and easier than having to spit out World Wide Fund for Nature. Acronyms are efficient, simple and can sometimes give names a ring to them.
Although acronyms are easier to trademark, they can often obtain many disadvantages. Acronyms can lack personality as they are merely an amalgamation of letters and don’t have words to carry the soul of the company. An acronym can often be seen as an empty vessel, thus prompting potential customers to look elsewhere.
An experiential name is when a company build open the experience that the brand delivers and attempt to carry that through their name – they are often an extremely powerful collection of names. Virgin, Apple, and Caterpillar are all experiential names and they sit at the top of the tree. An experiential name acts as a positioning statement – by setting expectations to consumers of what it feels like to opt for their brand, the company can stand out as powerful in the market.
The issue with experiential names is ensuring that audiences understand the connection between the name in question and what the brand actually does. If a brand name does not marry up with the positioning of the business, then it can lose impact and tempt consumers to look elsewhere.
Similarly, a brand can create their very own word to use as a brand name. But just like an experiential name, the word must be understood by audiences and they must be able to see the connection between the word and what your company does.