The secret of branding

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The name, heart of your brand. The name is not just a word, it is the beginning of the conversation with the customer. It is the first element of presentation and contact with your brand. It can be key to your credibility and acceptance in the market.

A better name, lower maintenance expenses in identity, advertising, and communication. The name represents your brand. It is differentiation, the ability to convey meaning simply and directly. The need to optimize our resources and reduce efforts to explain who we are and what we do is making Naming particularly relevant.

How to create a good brand name?

– The first step is to have your brand, values, attributes, personality, and positioning defined. It is essential to be able to give it shape through a name. Being clear about your value proposition and its interaction with audiences is essential.

– Analyze your competition and know what type of construction of names and meanings are being worked on in your sector.

– The secret may be out of your category, see how some brands that use the same conceptual territory build.

– There are several construction models, choose or discard according to previous analysis; Descriptive, Neologism, Abstract, Suggestive, Evocative, Associative €.

– Make a list of concepts that fit your value proposition to rule out the type of name that we are NOT going to create.

– Start creating without filters, there is no correct answer at this point in the creative process. As absurd as they may seem, put them on the list. You will see that some proposals begin to take shape and you begin to see the light.

– From the list created, we have to select the best ones and those that are not previously registered by other brands.

– Rate the survivors putting them in context to finish evaluating them.

10 questions to finish naming your brand:

1. What should your business name achieve?

2. Does the name limit your growth?

3. Is the name consistent with your business?

4. Is it easy to remember?

5. Is it easy to pronounce?

6. How will your customers find you?

7. Does it sound good in all languages?

8. Does it only have meaning for you?

9. Is it visually attractive?

10. Can it be registered without modification?

Creating a brand name can be a dangerous activity, not everyone should do it lightly. The safest route and the one with the least risks is the one that will take you to the naming specialists. Because for naming issues it is appropriate and smart to go to an expert. If you have a question that the article does not offer an answer to, do not hesitate to ask me. I will be happy to offer you the assistance you need.

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