Naming
It's easy to think that some brands have so much heritage and financial clout that their name has no bearing on the brand success or value, and in some extreme circumstances this is true, but for the majority of businesses, finding the right name can make business so much easier. A good name does more than simply describe your product or service; it actually enhances the perception of your brand. A great name reaffirms your brand's promise and values.
If your product name is built on the brand strategy, the brand and name have a logical story. Together they present vision and emotion, and express the USP or benefits to your audience.
Things we consider when finding names
The right fit
A company name should relate to the company's offering and character.
Don't alienate
Unless you are looking for a totally new audience, consider the heritage and ask for feedback via focus groups if budget permits.
Phonetics
The name should not be confused when spoken.
Small is beautiful
Its not always possible, but shorter brand names can be better for recall and there's the added benefit of small names offering greater retention with today's generation of texters and tweeters.
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