Product Naming - A key aspect of branding

“Regardless of its mission, an organization is also a brand” - This has been the key takeaway when it comes to any business. A social venture is no exception. As a topic, branding is probably one of the most discussed and yet possibly the least understood. It is not a catchy logo, style, fonts or design. It is a clear communication of what a product/organization does and why it is better than the rest - hopefully in a catchy logo, style or font.

Joe Ippolito, writing for GOOD magazine, lists out the very many reasons why even a social venture, should think about good design and branding.

http://magazine.good.is/articles/diary-of-a-social-venture-start-up-design-and-branding

But a key aspect of branding – Product Naming, is also something most people don’t take seriously and take for granted often with disastrous results like this – http://www.inc.com/ss/geoffrey-james/top-9-brand-blunders-all-time

Source: http://landor.com/#!/talk/events/landor-brandfeed-eight-principles-of-naming/

Not many would know that naming, like design, is more science than art. Landor Associates, a global leader in brand consultancy lists 8 principles in the process of naming success -

1. Making it memorable

Names can be simple or complex, but it should be such that it is easy to recall. Ideally a memorable would be something that can evoke an emotion or feeling.

2. Filling it with meaning

The name must evoke a story. As the name becomes a brand, it will have richer associations – emotions, feeling etc. So the name should be such that it can be easily pick up such associations.

3. Saying it aloud

The best names are ones which are easy to pronounce. Names that are easy to be said aloud are usually catchy.

4. Not to wait until falling in love with the name

Even the best name may not be easy to identify. It is not necessary for a name to be good enough to like it in first go. Giving it a chance to think

5. Don’t fear your fear

Great names become great because they are not normal. So we should be ready to look beyond our comfort zones to accept a name.

6. Making the name stand out in a crowd

Being different is an absolutely necessity in today’s cluttered world. The name can be new but yet, the name should clearly signify what it stands for.

7. Too much is never enough

Going through hundreds of new words and names only broaden our perspectives on what is possible. In most cases the first hundred names tend to be just re hashes of names already set by the competition.

8. Expect your story to evolve.

The most important point to know is that the story of your name will evolve and that the name should be ready to take on such eventualities. Being prepared need not make the name generic. It can be fresh, bold and yet take on the evolution of the stories.

Source: http://landor.com/#!/talk/events/landor-brandfeed-eight-principles-of-naming/

So, in essence, even naming has a process. But the process need not be all consuming. Creativity is the key when it comes to naming a product. And while a great name will definitely boost a product’s prospects even that cannot save a bad product in the long run. A fresh name, good design and a product that provides good value are all synonymous as one cannot work without the other.