How to Choose a Successful Brand Name?
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Lisa Merriam, author of Merriam's Guide to Naming Second Edition, discusses why common advice doesn't really help and what you really should consider when searching for a brand name instead. Covers all the basic must-haves for a strong, successful, effective brand name
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How to Choose a Successful Brand Name?
- 1. What makes a successful brand name?
- 2. Working with companies large and small 2
- 3. By the author of Merriam’s Guide to Naming 3
- 4. The name is an important part of the brand Brand elements: Name Logo Tagline Personality Colors Typography Sound Support Graphics Imagery 4
- 5. Coca-Cola: The brand name is only the beginning 5
- 6. Name doesn’t define a business or encapsulate a positioning 6 These names don’t define or position: cookies coffee skincare products routers or auctions
- 7. Common advice that is bad advice… 7
- 8. Common advice that is bad advice: Your name should be short? Not necessarily 8
- 9. Common advice that is bad advice: Easy to spell? Some big brands are not so easy to spell 9 OR
- 10. Common advice that is bad advice: Memorable? How do you know in advance? 10
- 12. Practical advice for strong names: Unusual is best 12 vs.
- 13. Practical advice for strong names: Be distinctive and original 13
- 14. Practical advice for strong names: Be search engine friendly—no acronyms EVER 14
- 15. Practical advice for strong names: Be meaningful without being specifically descriptive 15 vs.
- 16. Practical advice for strong names: Be vivid and evocative—a word that stimulates senses 16
- 17. Practical advice for strong names: Must be ownable 17 Preliminary searches are free and easy with the USPTO’s TESS: http://tess2.uspto.gov
- 18. Further reading 18 “The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/ “The Science of Naming Brands,” The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands- from-ipad-to-ice-cream/238820/ “Brand Naming,” Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html “The Problem with Bad Product Names,” Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product- names-and-what-we-can-le/ “8 Principles of Product Naming,” Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
- 19. About Merriam Associates Lisa Merriam has made a career of helping companies build and manage brands. Her expertise is focused on strategic brand development and managing strategy-based brand design including naming, logos, visuals systems, brand launch and implementation. She has been an independent consultant since 2003, serving large, well-known companies, as well as small, fast growth companies. Branding Expertise • Naming • Tagline development • Brand strategy including brand story, attributes, positioning, and brand architecture • Identity design including logos and design systems • Copy writing (digital, traditional, and search engine optimized) and collateral design • Web video production including man-on-the-street testimonials
- 20. 20 Selected clients Canon Westfield Malls Kay Jewelers Jamba Juice Chevron Kirch & Co. Disney Live! Lancome ADP Chevron Ralph Lauren PwC Cablevision The Hartford Uganda/Focus on Africa Reed Elsevier Lexis Nexis Johnson & Johnson Unison Telecom BMW Land Rover US Navy SEAL Museum Geomentum Thomas Publishing YMCA Western Union European Space Agency Lip Fusion Cosmetics Kore Sportswear Kay Jewelers
- 21. Lisa Merriam LDM@MerriamAssociates.com 917-596-8011