7 Naming Principles
Naming a brand might be the most subject discipline that we work on, even more so than art work. We use 7 naming principles to keep us on track and filter our responses to potential names as we work.
1. Meaningful- Does it have some degree of meaning infused? Is it easily explained? Nike, for example, is the Greek goddess for victory. It's simple and significant.
2. Memorable- Is the name easy to remember? Brevity and alliteration are great devices to help ensure memorability.
3. Distinctive- Is the name radically differentiated from the competition? 5 Hour Energy, despite sounding a little dull, is completely unique compared to Monster or Red Bull.
4. Ownable- Is the name protectable? Is there a direct URL available?
5. Likeable- Do we actually like the name? Would the target audience respond to the name? Is it relevant to them?
6. Intuitive- Is the name easy to say and spell? Haagen-Dazs icecream is a great fabricated name but I can't ever remember how to spell it.
7. Flexible- Will this name inhibit the business in the future? Is it too limiting? Is it modular?
These key questions and principles help us produce names not that we just like, but that will work.
9 Comments
"These rules are especially true with restaurants. It seems this industry more than others you find people who are "playing house" instead of running a business. They get wrapped up in the dreamworld of excitement and forget to make smarter decisions with regard to the intricacies of their brand.
Great post gents."
- Vigor - Restaurant Branding
"I love the rules. My only caution would be to safeguard some of the techniques that are proprietary to Matchstic. I like the transparency of blogging. However, as a paying client of Matchstic's, I would like to believe that some of what we pay for is access to techniques that are not part of the public domain."
- Dwain -Chick-fil-A, Inc.
"[...] With a great brand name. [...]"
- Know the Target | Thoughts From A Brand Identity House | Matchstic
"[...] tested well, but one in particular tested perfectly in memorability and the highest over all in our naming principles. It was the [...]"
- Matchstic Stories: “The Process” | Branding Blog | Thoughts From A Brand Identity House | Matchstic
"[...] their overall effectiveness as a name, so I thought it'd be far to do the same here. We use our 7 Naming Principles as a litmus test for the score sheet to best remove subjectivity. It isn't perfect but it can serve [...]"
- NetFlix: Big Change, Big Gain? | Branding Blog | Thoughts From A Brand Identity House | Matchstic
"[...] Instead of focusing on how the name measures up in and of itself, focus on a solid brand strategy and the 7 Key Naming Principles. [...]"
- Choosing a Brand Name | Branding Blog | Thoughts From A Brand Identity House | Matchstic
"[...] about these is that likability of a name is less important that key principles of a good name. Our 7 principles of a great brand name [...]"
- The Naming of Mac | Branding Blog | Thoughts From A Brand Identity House | Matchstic
"[...] you have to make a name for yourself. Possibly, when you are a startup company or going through a [...]"
- Soon to be Named | Branding Blog | Thoughts From A Brand Identity House | Matchstic
"Dwain, you know we keep the top secret magic formula good stuff for you guys :)"
- blake