If you think of any company in the world, the first and foremost detail that you recall is their brand name and/or logo. This is because the brand name of a product or business is what is glued into our minds. So, choosing the perfect brand name is a very important step in creating the public image of any business.
There are two ways you can create a brand name: thinking of one internally or hiring naming consultants. While both methods are often used, when it comes to something as crucial as your brand name, it’s best to leave the name creation to professionals.
Using naming consultants offers numerous benefits, some which we will discuss in more detail below, along with why you might choose to create a brand name internally.
DIY Brand Names
Generating a brand name yourself does come with some benefits, as you know your company better than anyone else. You can take as much time as you like to come up with a name, and are not restricted in any way in the creative process. Along with saving some money, this seems like a pretty good option. However, you could run the risk of creating an unpopular or even inappropriate brand name which sets your business aside from all of the others for the wrong reasons. This could obviously be extremely detrimental to your business.
The other choice is using a naming consultant. This is a popular and perhaps safer alternative to self-generated names as you are hiring people with years of experience to create the perfect name for your business, without running the risk of creating a brand name that flops. By investing in a naming consultant, you are virtually guaranteeing an engaging name for your business which promotes your product, presents your aims and reaches out to your target audience. They won't just come up with one name, they will offer you a shortlist of suitable names to choose from. The eventual choice will, of course, be yours, but you'll know the list of names generated by the consultants will have been created to fit your target market and your ethos.
Tailoring to Your Audience
When creating a brand name, it's essential to visualise the character of your brand that your target clientele wants to see. When generated by those close to the business, many people could overlook this critical aspect of the naming process, as everyone involved in creating the name has experience of the company and its trade, and they could run the risk of neglecting the audience's perception.
Researching your target audience and what entices them is a must when it comes to brand names – finding the perfect balance between disclosing your business' trade, but not making it so technical that potential clients are lost, is a hard line to walk. By researching what works well with your audience, you can develop a good sense of what brings them to a business and what pushes them away, to create a name which will draw in clients. This research can be tough to complete, and by hiring a naming consultant, this weight is taken off your shoulders and placed into the reassuring hands of experienced naming professionals.
Making it Global
Nowadays, the entire world is at our fingertips, so it is imperative that global customers are not repelled by a brand name that makes your business look like unprofessional or even offensive to those in other countries. A good translation is critical to ensure that no one is put off your business.
Hiring a naming consultant can be extremely beneficial for any company, no matter its size. It allows a professional, unique name to be created and takes away the pressure of creating a name from the internal team.