If you’ve started working on your new business’s brand strategy, you must keep in mind that the name—or *naming*—you choose will strongly define your brand’s personality.

Nowadays, we perceive brands as if they were people, and names help us identify and distinguish them from others. Moreover, simply thinking or saying a brand’s name triggers a series of concepts and images associated with it. In other words, its mention is directly linked to everything a brand represents.

What is naming?

Naming is the creative process through which a brand is given its name — a name that should communicate what the brand stands for in a simple and memorable way. It is the first step in a comprehensive communication strategy.

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Naming never comes out of thin air

When we read other brands’ names, they might seem simple or spontaneous — but they’re not. Every brand name has a strategy and follows a creative process.

For a name to succeed, at Agencia Adhoc we recommend following these guidelines:

  • Define your brand’s personality (attributes, values, aesthetics) in order to reflect them in your naming.
  • Do you know who you’re targeting? Do you have a clear idea of who your audience is? That’s one of the main steps before choosing a name. It’s essential to understand who your consumers will be, since that will determine the style, writing, pronunciation, and interpretation of the name. (For example, we wouldn’t give an English name to a market segment of a certain age group.)
  • Brainstorming is always a good idea. Make a list, research, play around, take notes, and combine all the ideas that come to mind. With some initial guidelines, you can generate countless interesting ideas—and from there, the future name of your company might emerge.
  • When selecting a name, it must be CLEAR, SIMPLE, and MEMORABLE. If it doesn’t meet these three criteria, it won’t work.
  • Step 1, then Step 2 — which means naming always comes before visual identity, without a doubt. (It’s not like the chicken and the egg.)

If you’re unsure and want professional guidance, at Agencia Adhoc we specialize in comprehensive brand strategy management — including name creation and naming. Shall we create a brand together?