5 Scary truths about naming
Without a doubt, naming can be one of the most challenging elements of branding. You could be a start-up with a fantastic product or business strategy. You may even be an established organization looking to expand. Either way, naming is rarely fast and almost never easy. In the spirit of the season, here are five scary truths about naming that you should consider before taking the plunge:
You Fell in Love with Your Own Idea
Not easy to hear, we know. It’s human nature to come up with an idea or name for something and convince yourself it’s brilliant. It can be hard to think strategically about something once you’ve fallen in love. That’s why bringing in an unbiased partner to talk through ideas and how they might or might not support the overall purpose and direction of the brand is incredibly important.The Words You Want to Use are Taken
Whether you prefer a more descriptive name or one that’s a little less obvious, there’s a pretty good chance the words or word combination you’re considering is taken. When researching how viable a name is, make sure you study the industry you work in but also look at other industries that use the same or a similar name. Even if you’re able to use the name you want, it could cause confusion with your customers. We often suggest clients sit with the name for a while and test it among colleagues and customers or through focus groups.How Your Name Sounds and Reads Has Never Been More Critical
Using misspelled words can create opportunities for businesses to use descriptive or more meaningful names without duplicating another organization. It’s possible to do this well but it’s also very possible to create a name that people struggle to say or read. If people can’t say or read a brand name well, they’re more likely not to talk about it—and possibly even choose to buy from it.
With the growing number of virtual assistant devices, how audible your name is goes well beyond how everyday people say it. If Siri, Alexa or Google can’t understand your name, you might have a serious problem. If you feel the need to phonetically spell your name on your website or other materials, we recommend reconsidering the name you’ve chosen for your business.The Domain You Want is Likely Taken (or Really Expensive)
As you brainstorm name ideas, we recommend doing a basic online search. This will tell you if the domain you want is taken, which industries have companies that use the same name and more. The sad reality is that if your name is easy to read and uses common language, as a domain it’s more than likely not available. Or it’s being held by someone else who’s requesting tens of thousands of dollars to transfer ownership. To resolve this some organizations choose to treat their domain as a call to action. Others create acronyms. Either way, it’s important to stay focused on choosing the right—and available—name for your business.People’s Attention Spans Are Virtually Non-Existent
With so much information at our fingertips at all times, it’s no wonder we have a hard time focusing on one thing for a very long. Whether you choose to be descriptive or disruptive with a name, keep it short and memorable. If your name can’t be read, said or understood quickly and easily, you run the risk of losing people’s interest in learning more or trying the product you’re selling.
There’s a fine line between creating interest and confusion when naming an organization or product. While it can feel daunting (and a little scary), naming can also be incredibly rewarding. Blending both strategy and creativity, the Daake team can guide you to a name that feels and sounds right now, and well into the future.