Name your brand | Unlocking Your Brand Unique Identity in 2023

Naming your brand is one of the most important decisions when starting or repositioning a business. Your brand name is the cornerstone of your brand identity. It must resonate with your target audience, communicate your brand values, and set you apart from competitors. 

You will be successful when your brand name hits the target that you want. For this, you must strictly follow the points discussed in this blog post. 

With new brands launching, finding a name that cuts through the noise is more challenging than ever. But you need not worry. Follow these e-commerce expert tips to uncover a distinctive, memorable brand name that customers will connect with within 2023 and beyond.

Why is naming your brand essential?

Naming your brand is incredibly important because the name is often your business’s first impression on potential customers. Your business is like your children as you give a unique character to your children and take care of them more than anything. Business is just like that. 

Children grow up and start to be recognized in society through their names. The same goes for business. Let your business grow and get recognized in the market. As someone involved in branding small businesses, I’ve seen firsthand how impactful the right name can be.

For Example, when my friend Rebecca was launching her bakery, she needed a name that conveyed the fresh, high-quality ingredients she uses. After brainstorming dozens of options, she landed on “The Flour Garden”, which immediately gives you a sense of the artisanal, from-scratch vibe she wanted. Conversely, I’ve seen businesses end up with generic, forgettable names like “Main Street Coffee Co.” that blend into the background.

A great brand name also sets you apart from competitors. When I was working with a handmade jewellery startup, we wanted a name that captured the founder’s Hawaiian roots. She ended up calling it “Lei’d Back Jewelry” which nods to her island style cleverly and is memorable. It allowed her to stand out from other “Made with Love” or “Handcrafted with Care” competitors.

A name creates recognition and recall.

Humans are visual creatures – we latch onto words and names that we can easily visualize. A strong brand name that conjures up vivid imagery helps customers remember you. For Example, the term “Apple” invokes the simplicity and wholesomeness of an apple fruit. When customers hear or read your brand name, you want it to stick in their minds and be easily retrievable from memory when they need your products or services.

You know how annoying it is when a name is on the tip of your tongue, but you just can’t remember it? Don’t let that happen to your customers! A sticky, memorable name makes recall a breeze.

A name conveys your brand identity and values

Your brand name doesn’t exist in isolation – it’s intrinsically tied to your visual identity through logos, colours, fonts, etc. But it serves as the core verbal identity, conveying what your brand stands for. Customers should understand your brand personality and values from your name alone.

For Example, a name like “Boundless Exploration” immediately tells customers this brand is all about adventure and pushing limits. Don’t keep customers guessing – make sure your name speaks to your brand identity.

A name can attract or deter your target audience.

From a customer standpoint, a good brand name makes your business easy to find and remember. For instance, when I was looking for fun socks for my nephew’s birthday last year, a company called “Sock It To Me” kept popping up in search results. Thanks to the catchy name, it stuck in my mind and made them easy to find again when I was ready to buy

Specific names have an instant emotional appeal and gravitas that attracts customers. Others may be clichéd or overused and fail to resonate. It would help if you uncovered a name that hits home and excites customers about engaging with your brand.

It can also work the other way – a poorly conceived name can immediately turn off prospects. It either doesn’t speak to them or sounds dated and irrelevant to where the industry is headed. The last thing you want is your brand name acting as a deterrent.

How to develop a naming strategy

Uncovering that perfect name doesn’t happen serendipitously. It takes a thoughtful strategic approach. Here’s a rock-solid framework for developing a naming strategy:

Define your brand vision and personality.

Get crystal clear on what your brand stands for, its mission, target audience, and personality. It gives you guardrails when brainstorming name ideas so you don’t go wildly off-brand. Outline the attributes you want your brand name to project – is it prestigious, innovative, authoritative, playful?

Conduct competitor analysis

Examine competitor brand names and think about what makes them effective or not. Are there standard naming conventions in your industry you want to align with or avoid? What naming gaps can you fill? Knowing the competitive landscape prevents copying and highlights unique naming opportunities.

Brainstorm extensively and iterate

Come up with an extensive master list of naming ideas, then gradually refine and shortlist from there. Don’t settle immediately – brainstorm for a few weeks to uncover all possible angles. Let the ideas marinate, then come back and re-assess with fresh eyes. Iteration leads to an evolved shortlist.

Check name availability and legal considerations

Thoroughly vet your finalists – is the domain available? Can you register relevant social media handles? Run trademark screens to ensure it doesn’t infringe on existing names or cause confusion. It’s better to uncover naming conflicts now instead of after launch.

Tips for creating a successful brand name

Now comes the fun part – crafting killer name ideas. Coming up with a successful brand name that resonates with customers and stands out in the marketplace can be tricky, but these tips should help guide the naming process:

Make it memorable and distinctive.

Catchy names that forge an instant emotional connection are more memorable. Consider popular brands like Twitter, Flickr and Hulu – the characters are unique and whimsical. Or invoke vivid imagery like Jaguar or Amazon. Distinctive names are less forgettable.

Ensure it is simple and easy to spell and pronounce.

Avoid convoluted names with odd spellings or hard-to-enunciate words. You don’t want customers struggling to remember or say your name – it hampers recall and advocacy. Include only commonly used letters and straightforward phonetics. For Example, my friend’s cafe name, “Coffisimo”, looks pretty, but customers constantly mispronounce it when speaking or searching online. Aim for intuitive phonetic spellings when possible.

Consider scalability and long-term relevance.

Some names box you into a narrow market niche. Opt for a name flexible enough to evolve as your business expands into new products, services or geographies. It also shouldn’t sound dated a few years from now. Build in longevity.

Leverage the power of psychology and semantics.

Names that subconsciously prime positive perceptions do better. Research shows words with soft consonants and round vowels like “Luna” seem more feminine and gentle, while harsher consonant sounds in “Bolt” convey speed and energy.

Evaluating potential brand name ideas

Once you’ve brainstormed a pool of names, here are key questions to ask to identify the gems:

Does it communicate your brand identity?

Aligns with your brand vision, personality and positioning?

Is it legally protectable?

Passes trademark screens? Domain and social media handles available?

How does it sound and feel?

Project the attributes you seek – bold, playful, innovative? Memorable and easy to say?

Does the domain name align?

Is it available, at least? Domain communicates brand values? Don’t get discouraged if your initial favourites don’t check all the boxes – naming is an iterative editing process. Allow time for the right name to emerge.

Gaining customer and stakeholder feedback

No matter how perfect you think, the name is, always solicit outside opinions. Different demographics may perceive it differently.

Survey target demographics

Create name-testing surveys for your prototypes. Collect quantitative data on preference and emotional sentiment.

Conduct concept testing

Describe the product/service plus naming ideas, and ask for feedback on fit. Helps assess name resonance.

Use focus groups and interviews

Discuss cultural associations, liking and fit based on the brand description. Uncover nuances.

Solicit internal stakeholder perspectives.

Employees, internal teams, and investors – seek broad company buy-in for the name.

Launching and marketing your new brand name

Congratulations! after extensive brainstorming and vetting, you’ve landed on The One. Time for a proper name unveiling:

Announce it with a campaign or PR blitz.

Make a splash with a branded launch campaign. Generate buzz and recognition from day one.

Explain the name’s meaning and backstory.

Share the naming journey, why it fits your brand values, and customer sentiment.

Update branding assets consistently.

Logos, packaging, website – update all visual assets to feature the name prominently.

Register domains and social media handles.

Claim relevant domains and social media usernames. Lock in consistent brand presence.

Brand naming trends to watch in 2023

Like all marketing, naming is not static. As language and culture evolve, so do naming trends. Here are some trends that will shape brand naming in 2023:

Short, punchy names using made-up words

Single made-up words like “Swatch” are increasingly common. Easy to say and remember.

AI and data-driven brand name development

Leveraging technology and data analytics to systematically create and test names.

Inclusivity and cultural consciousness

Avoiding insensitive or controversial associations. Names that unify not divide.

Hybrid name strategies like alpha names

Mixing made-up words with recognizable industry terms, e.g. TravelPerk.

The brand naming journey requires diligence and thoughtful consideration. But put in the work upfront to uncover your brand’s perfect verbal identity. When crafted strategically, your name can instantly convey who you are as a brand. So dream big, get creative, and don’t be afraid to think boldly. The right brand name unlocks endless possibilities and is invaluable as you build brand affinity and authority in 2023.

FAQs

Q1: How long should it take to name your brand?

It could take weeks or even months to land on the perfect name. Don’t rush it – naming is an iterative process.

Q2: What if the domain is taken?

You can try adding your location or a keyword to find an option like brand name-chicago.com. Otherwise, get creative with extensions like .net.

Q3: Should my name be literal like “Bob’s Burgers”?

Not necessarily – think about clever or metaphorical names that suggest what you do, like “Drive” for a taxi app.

Q4: Is it OK to name it after myself, like “Julia’s Bakery”?

Lots of brands are eponymous, so it’s OK to self-title – maybe add a location or descriptor so it’s not generic.

Q5: How can I check if my name is trademarked?

Before officially registering your name, look for conflicting trademarks using the USPTO’s free TESS search database.

Q6: Do misspellings or odd spellings hurt brand names?

They can – it’s safer to stick to intuitive spelling so customers can find and remember you.

Conclusion:

After pouring your heart into finding the perfect name for your brand, the final step is launching it with passion and purpose. Show customers the meaning behind it, and let your branding visually encapsulate the identity. 

Remember, a name is just the starting point – what you do with it creates an emotional bond with customers. Keep innovating, staying true to your values, and letting your name symbolize the very best of your brand. When crafted thoughtfully, your name unlocks endless possibilities. So dream big and embrace the word that captures the essence of who you are. 

Let it guide you as you build your legacy, connect with customers, and authentically introduce yourself to the world. 

Take the first step by grabbing the naming toolkit today!