Selecting a brand name

Four key things to consider

The Brand Foundry recently had the pleasure of assisting two clients, Miraplex Group and Chillo Limoncello, with the development of their brands, including the selection of a brand name. Choosing a brand name is one of the most significant decisions taken during brand development as it forms one of the most essential elements of a company’s identity.

While there are no hard and fast rules, here are four key things to consider when selecting an effective brand name.

1. Make it meaningful

Your brand name should describe what differentiates your company from opposition rather than describe what you do. It is the departure point for your brand story and should communicate your brand essence.

2. Make it memorable

Short, punchy names are generally easier to recall than those that are more than one or two names long. Make it memorable by leaving an impression, through creating an emotional connection to your target consumers.

A further consideration here is to ensure the name is spelt easily so that when your target consumers head to a search page to look for your brand, it can be easily found.

3. Make it future-proof

A brand name rarely changes and should, therefore, grow with a company over time whilst remaining relevant.

4. Protect it

You will need to start by checking that the name is not already registered, a legal obligation which can be done through Australian Securities & Investments Commission (ASIC). The next thing to check is if the domain is available so that you can utilize it for future marketing purposes. Ideally you want to be able to secure the .’com’ domain name, containing your brand name, rather than alternatives for added credibility. These are 2 important considerations and should considered early on before too much investment is made in establishing a brand. Finally, while not required legally, you might want to invest in trademarking your brand name to give you exclusive rights to use it.

When choosing a brand name, choose one that is unique, meaningful and stands out to your target audience. It should be easy to remember and easy to find, and should remain relevant to the brand for years to come. Finally, make sure you can protect your brand name by registering it and consider future digital marketing by securing a domain name.

Are you in the process of coming up with a new brand name and are looking for some professional assistance? Ask us about booking your branding strategy session today.

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