Coming up with a great brand name can be tricky, particularly if you want to stand out from the crowd. There are a few things that can get in the way of a good brand name though so these should be avoided. Brand names can make or break a business, so picking something weak or unmemorable is likely not to work. At Mauve we have # things you should avoid.
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Made Up Words
A lot of marketers would advise businesses to steer clear of made up words when it comes to brand naming. Many of the most successful brands have created strong names from just using common words. These prove so popular because they are instantly memorable, easy to spell, and can resonate with when it comes to logo creation. You only have to look to Apple to see how well this name has worked for the brand.
Although this principle could be taken too far and lead to picking random everyday words, often the simplest of brand names work better than made up words. Made up words do have the bonus of originality (Google is a great example), but they can sometimes become too obscure. Bunching together a mix of letters at random to create your brand name will make it harder for people to remember who you are, let alone how to spell the name!
Overly Descriptive Terms
Giving customers a clue in your brand name about what you do seems like a good idea but there are limits to this. Avoid using overly descriptive words or terms in the brand name unless they are used in conjunction with a strong brand name too. Apple Computers works as a brand name but if you just use Computers it is far too vague and doesn’t offer a clear brand to the company. Brands like Facebook and YouTube do what they say, effectively making use of descriptive alongside branding.
Geographical Terms
Using geographical terms causes the same issues as overly descriptive terms. Geography and location can add a sense of pride and origin to a brand but they can lose focus on the brand itself. It is also worth thinking about the growth of your brand. Tying it down to one place with a geographical mention can limit a brand’s worth and aspirations. Sometimes there are trademark laws that can get in the way too.
Surnames
A number of successful brand do, admittedly, use surnames, however, this has now been done for the most part. The brands that use surnames, such as McDonald’s and Kellogg’s are well established brands that already have a story, and these names were created in very different times. Starting up a new brand based around a surname then won’t have quite the same effect. Times have changed and moving on from surnames is a must. A brand should grow around its product or services and its customers more than anything.
Now that you have your brand name sorted, you’ll need to come up with a strong logo design. Remember to tie together brand name and logo for maximum success. If you need help with print related services, get in touch with us here at Mauve. Our blog offers more tips and tricks.
Visit the Mauve Print Management website for more information on Things To Avoid When Creating A Great Brand Name