Tips for Creating Brilliant Business Names

Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened "Premier Coffees". The names would be far more descriptive than their current ones. But they wouldn't embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it's unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.

Now why is that?

In short, great brand names leverage our emotions. They resonate with the experiential right side of the brain vs. the logical left lobe. And emotions carry more motivational "charge" than logic. People buy emotionally and then justify rationally. And because great brand names create mental "pictures" they equate to a proverbial thousand descriptive words. They are the zipped files, the condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The first place to find positively charged names is in the words themselves. Words have equity and that equity can be transferred into a company or product name. For example, a company that wanted their customers to see their products and services as fresh, new and exciting borrowed the emotional charge associated with the word "virgin". That's how we have Virgin Airlines and Virgin Records. A computer company demonstrated its fresh, friendly approach to the industry with the consumable name Apple. A campy clothing company exuded adventure with its name Banana Republic. An online job board wanted to impress employers and job seekers with its massive listings? hence Monster. And need I mention Amazon? Borrowing on the attributes intrinsic to a word or phrase is a natural way to instantly instill emotion in a brand name.

But with more and more dictionary words being used, hoarded and trademarked, what's a company to do? Another way is to simply put familiar positive words into unique combinations. Witness our previous example of StarBucks. What's brighter than a star or has more mass appeal than money? Does it say coffee? No, but it sounds more appealing than "The Coffee Corral". And more importantly, company names rarely exist in a vacuum. They are on a sign above the store, or on a proposal or on a business card being handed over by a salesperson. There is contextual support that helps fill in the blank so the name doesn't have to do all the literal, descriptive explaining. That's where a lot of companies err. They make the name explain their category rather than evoke their benefits.

Yet another way of accomplishing this task is by creating a word that sounds "ish". When I say "ish" I mean it sounds like it matches the company or product- even if it doesn't make sense. An example you ask? But of course. My favorite is Viagra. It has the "V" of vigor and vitality, plus the "iagra" of Niagra. While not an existing word, it plays on existing, familiar parts and patterns of speech that create a natural flow to the name. Hence the name Viagra is, in my book, "ish". It fits the product and the category. Cialis doesn't. Which means Cialis will have to buy the emotional bond with lots of emotion-rich (and expensive) advertising. It can be done, but it will cost. A whole lot.

Borrowing existing word equity, creating unique combinations and inventing "ish" words. Just three of the ways to develop a great brand name. Try each of these techniques and if you can't come up with a name, ask a really good Scrabble player!

Phil Davis - President, Tungsten Brand Marketing

Phil's life goal of "creating environments where people thrive" reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a business naming and branding consultant. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina.

For more information visit: PureTungsten.com

Email: Phil@PureTungsten.com

USA Today
Palin the 'hockey mom' is just an exercise in political branding
guardian.co.uk, UK - Sep 5, 2008
This was a cold-bloodedly deliberate attempt at political branding. Palin referred to herself a hockey mom in her carefully scripted and vetted acceptance ...
Video: Palin Takes Slap at Obama in Convention Speech AssociatedPress
Black GOP Delegate: Sarah's Real Blackvoices
DAVID FRUM: Palin's Working Class Appeal The Week Daily
Cinematic Happenings Under Development - OpEdNewsall 1,857 news articles

Hindu
Brand theory
Hindu, India - 3 hours ago
Whistler’s feat has mutated into a powerful force within the current art world — one that forms the very pulse of contemporary society — building Brand ...

Calaveras Enterprise (subscription)
Selling a city: Branding Angels Camp
Calaveras Enterprise (subscription), CA - 15 hours ago
By Krissi Krob A crowd of merchants and residents gathers in Utica Park for Roger Brooks’ presentation on city branding. Enterprise photo by Krissi Krob As ...

Palin's brands shake up presidential race
Bizjournals.com, NC - Sep 5, 2008
Sarah Palin has shaken the presidential race in good part to the quick branding of herself as a small-town "hockey mom" to rural and swing voters while ...

DailyTech
Microsoft’s Windows advertising, minus the Windows
Financial Times, UK - Sep 5, 2008
That’s about all there is to say about the start of Microsoft’s biggest-ever branding campaign, which hit TV screens on Thursday evening in the US. ...
Seinfeld-Windows TV Ad Anything But 'Delicious' Slashdot
Digital Life Bill and Jerry Chat as Confusing Windows Blitz Begins CIO Today
Gates, Seinfeld, Yada, Yada CRN
eFluxMedia - Gizmodoall 503 news articles

Ottawa Business Journal
Employment Branding: Applying Classic Branding Principles To ...
Ottawa Business Journal,  Canada - Sep 5, 2008
What does your brand say about you and your company and what role does your brand play in attracting and retaining the best talent? The power of branding is ...

Dexigner
Ours: Democracy in the Age of Branding
Dexigner - 21 hours ago
Parsons The New School for Design will present a timely exhibition exploring democracy as a global brand in Ours: Democracy in the Age of Branding. ...

Branding takes the bluetooth way
Business Standard, India - Sep 4, 2008
Indian firms are now using wireless technology to advertise and create brand awareness among consumers for their products. The concept is being used mainly ...

New Book, ForwardFast, Just Released by Health Science Branding ...
PharmaLive.com (press release), PA - Sep 5, 2008
4, 2008 – Stinson Brand Innovation, Inc. announces the release of a new business book, ForwardFast: The 6-Step Model to Accelerate Your Health, Science, ...

Koch Logistics Conveys Smarter Supply Chain Management With Re ...
PR Web (press release), WA - Sep 5, 2008
St. Paul, MN (PRWEB) September 5, 2008 -- Koch Logistics' branding program isn't just a new logo. It's an expression of the company's evolution to a key ...

Wind Chimes and more...

Windchimes for great gifts!

The Aim of the Name