What’s in a Name?

When it comes to branding, the answer may seem obvious – it’s that elusive, perfect moniker that impeccably describes the brand and elicits all kinds of positive associations that make consumers want to run out and make your brand an integral part of their lives.

To be truly compelling, a brand has to live in the entire brand experience: through the branding, packaging, logo, and every consumer touchpoint. The name must work in harmony with all the brand equities to secure a place in a consumers’ awareness, and, ultimately, their hearts. It’s not just about coming up with a memorable name that inspires catchy hashtags – it’s about connecting that name to the overall brand essence.

For a person, a name is more than just an identity marker. It may start out as a simple identifier, like when a baby is born and given a name. As the baby grows up, his or her identity begins to be intertwined with the name. The name then takes on more meaning as it symbolizes the person’s essence; it becomes associated with the character traits and personality of the individual.

The same is true for a brand name. A name’s value rests in the way it complements the brand’s positioning – a good name links common threads across different brand equities, while a great name conveys the brand’s essence and personality - breathing long-lasting life into the brand.