Naming



A company or project can not exist without faculty – they need a name. And the process of its appearance in the world is sometimes difficult. Choose the first word that comes across easily, but then it will personalize your work. It is no accident that whole courses on naming are being conducted, this task is being carried out by specially trained people. But many people think that naming is easy. It’s time to debunk these myths and understand that creating a brand name requires a serious approach, and sometimes even a separate item in the budget of a young project.

Naming


The name of the company is the same as the brand.

It is necessary to distinguish these concepts. The name of the firm or its product is part of the brand. To connect concepts is to demand too much from a simple title. The name becomes a brand only in relation to elements such as slogan, logo, general visualization, communication with the client. If we consider the most famous world brands apart from their characteristics, then they will not stand out among competitors. Ebay can be an example. For several decades its name did not say anything about globalism and leadership. But along with the logo, visual design of the idea, own history and hundreds of millions of satisfied ideas, a famous brand appeared, almost the best among the world retailers. Sometimes they try to include in the short names from several letters the phrases-expectations of the clients: “innovative technologies”, “safe systems”. But it’s foolish to demand this from the title. It does not by itself convey the history of the company, its benefits to the client and the values ​​that are preached. But the brand can do it.

In the invented name it is necessary to fall in love.

It is a myth that the name must certainly be liked. When we try to come up with something for ourselves, it means pulling the wishes of the customers to the background. It must be understood that the author of the title is usually not the representative of the target audience, which the word should like. Again, it is worth asking – why and for whom this company is created in general. It is likely that you might like a certain slang foreign word. But will his client understand?

The main thing for the name is memorability.

The importance of this factor can not be minimized, but at the naming stage it is not so important. Is it possible, just looking at the list of words, to determine which one will be better remembered? Memorability of the name of the company is directly related to branding. It is created gradually, thanks to communication with the client and does not depend on the name itself.

It’s better to choose short titles.

In this case, not the number of letters determines the success of the company, but the number of its users. So, the brand “Chevrolet” is better known than “Geo”. Just potential buyers of middle-class cars in the world more than professional travelers. People often try to restrict their list to single or disyllabic names. Sometimes the syllable that will be present in the domain name, for example, company.com, is added to the name. However, modern practices show that a project with a long name can be quite successful.

You can think of a name in five minutes.

The time allocated for naming is determined by specific goals. If the task is to come up with a couple hundred names in a few hours for projects that do not plan to communicate with customers in a qualitative way, then it’s better to use word generation services in general. If the name should attract customers, then this issue will have to be approached seriously. With the help of proper naming the product, entering the market, can get some head start. True, the reverse effect is also possible.

All the best names have already been used by someone.

So it seems only at first glance. The Russian language is rich and diverse, it will certainly help to realize the original plan. A similar situation with the English language. It can not be ignored even if the company does not plan to enter the international market. Too much in the digital world is tied to Latin symbols.In these two languages ​​there are many tools for creating the original name – it’s acronyms, neologisms, analogies, compound words and so on.

The domain for the name can not be found.

In the continuation of the previous myth, it may seem that all the relevant domains are already occupied by someone. The best way to create a name is to immediately consider the possibility of registering the relevant site. Even if the domain name is occupied, you can try to solve the problem with the help of negotiations. According to WHOIS it’s easy to identify the owner, you need to write to him, talk to the registrar, you may need the help of an intermediary. He will hold talks. Usually the issue price is several hundred dollars, but, depending on the budget and tasks, it can grow significantly.

Naming

The company name must begin with the first letters of the alphabet (A, B, B) and end with the last letter (I).

Do not limit yourself to this symbolism. The company should have a name so that the client understands what is being offered to him. Consonance of the name with the names of investors, the correspondence of the alphabet, the favorite word is a secondary matter. It is important to focus on specific criteria for a good name chosen from the list. The name is not enough just to sound right.

The name should be created by analogy with “Microsoft” or “Apple”.

How many people want the name of their company to be associated with something small (micro) or with some kind of fruit, a vitamin (apple)? Such words are strongly associated with a popular and expensive brand, innovations and progress. Having created, conditionally, a technology company called “Peach”, will have to match this image. How many are willing to invest millions in turning an unknown project into a sonorous and quality brand? Otherwise, customer expectations will not be confirmed.

The company name does not have to be unusual and fun.

You need to understand when you can fool around, and when you can not. If the project is entertaining, and the product is youth-oriented, then the name can be ridiculous. However, there is always a risk that not all the target audience has the right sense of humor. Even worse, when your own wit is evaluated subjectively. Then the name itself will have to be laughed at. And most often creativity when choosing a name with humor does not work well.

You need to take into account the opinions of customers.

You can test the product on clients, but the company name should be chosen without taking into account their opinion. If the project is young, nothing is known about it – neither the principles of work, nor the values ​​that are preached. If we are talking about rebranding, then customers will be too attached to the old name. The opinions of people will be subjective and have nothing to do with marketing research.

There is no sense in comparing the name with words in other cultures and languages.

Even if the company is aimed at the domestic market, it is likely that some time later it will have to deal with foreign partners. It can be customers, suppliers, outsourcers. And the name of the company in their language can sound disingenuous. So, “pajero” in Spanish means “loafer”, “telemon” in Thai – “sex with your mother” and so on. To create the same local brand for other markets will require additional costs.

Naming

Name should be liked by the secretary and office managers.

In creating a name, do not involve too many. The name will never be liked by all participants in the discussion. So, if the secretary does not like the name – it’s okay. Probably, experts on naming see the importance of a name in the market quite differently than an ordinary office employee.



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