> Naming your brand
Naming your brand
When renaming a brand, a full rebrand is inherent. Having named dozens of products and companies we have a thoughtful and cohesive process to rename companies and products for our digital-first world. It’s also good to note that even well known brands all had a journey to their final name.
Naming Basics:
The first and most basic requirement in naming is that you must be able to own and trademark it.This can be tricky because there are millions of brands out there and even more trademarked, unused names, which are not available to you. And yet, agencies like ours, effectively create new names and open pathways to build a brand.
But there are essential benchmarks for any brand name to
be effective.
- Can your audience say the name and remember it?
- Can search engines find it?
- Will it work in the digital world and can you find a viable URL?
- Can you build a digital footprint and ownable domain authority around this name and associated URL?
- Is it unique enough to build a brand around?
- What is the competitive landscape for this brand?
- Will this be an international brand?
- What are the implications of this name?
Brand Architecture: Branded House vs House of Brands
Organizations with multiple brands need a brand architecture to support their growth. Will you be a house of brands or a branded house?
Apple takes the branded house approach leaning into the powerful corporate umbrella brand while Procter & Gamble operates a vast house of brands. The laundry portfolio, for example, includes Cheer, Downy, and Tide among others.
Our experienced team will lead you through a naming process that addresses brand architecture that is right for your organization.
Should you rename a brand?
The first question is always, should we rename? Renaming a brand is not to be taken lightly. It will touch every aspect of your business from operations to packaging, facilities, to HR. Marketing may lead the charge but they will need to work hand-in-hand with your legal and financial teams.
- You’ve changed or evolved in the products or services you offer significantly.
- You’ve undergone a change in ownership including a merger or acquisition.
- Your name causes external conflict due to market or cultural trends.
- You need to make a change due to crisis or reputation management.
- Your name is out of step with your market.
- Your name does not work in the digital world (it can’t be found, another brand owns this word.)
Earlier names for well known brands
Relentless.com
Browse.com
Backrub
Googolplex
FieldLink
ShoeSite.com
