THE NAME GAME THE UNLIKELY ORIGINS OF UBIQUITOUS BRAND NAMES Conran Design Group US Strategy Yahoo Originally called ‘Jerry and David’s Guide to the World Director Jonathan Finer on why Wide Web’, the founders eventu-ally settled on the name ‘Yahoo’, naming is so integral to brand identity which stands for ‘Yet Another Hierarchical Officious Oracle’. on This lyrical name Lululem was inspired by the Japanese word ‘Ryū’ for ‘dragon’. Founder Chip Wilson felt that the sound of the word – more than the actual THE NAME GAME: HOW TO NAME YOUR meaning – captured the essence WAY TO A STRONG BRAND IDENTITY of the brand: comfortable, stylish, energetic and playful. We’ve all had to come up with a name at some point – for a pet, a project or a child (no pressure). But when Etsy Founder Robert Kalin wanted it comes to naming a brand, the stakes are equally a name that was easy to remember high. A brand’s name is the cornerstone of its identity with positive, upbeat connotations. and getting it right can be make or break. So how The name was inspired by the do companies come up with effective names? What Italian word ‘etsi’, which means ‘ makes a brand name memorable and impactful, oh, yes’. unique and legally viable? IKEA This comes from founder A COMMITMENT1 A BALANCE OF FAMILIARITYAND UNIQUENESS4 Ingvar Kamprad’s initials and thefirst letters of the farm and village TO STORY AND STYLE As the Hollywood maxim goes: “Give me the where he grew up in Sweden Reflecting both a unique narrative and spirit, a name same thing, only different.” Similarly, a great (Elmtaryd and Agunnaryd). is the shortest story a brand can tell. The ‘story’ can name should balance familiarity and uniqueness, convey some key aspect of the entity itself – its core providing both category fit and differentiation. values, unique attributes, distinct characteristics or It should reflect conventions while having key benefits. The ‘style’ refers to its linguistic qualities distinctive, ownable elements (unique spelling – whether it’s an invented or descriptive name, or pronunciation, unexpected or unconventional an acronym or a pun. words) that create memorability and distinction. Take Amazon. The name tells a story of abundance, Combining the words ‘spot’ and ‘identify’, ‘Spotify’ exploration and adventure, and reflects the company’s suggests a service that helps users find the music vast range of products and services. The name style they love. The name is familiar enough to be easily is descriptive: it’s easy to spell and pronounce, and recognisable, while being different enough reflects the brand’s story, making it a highly effective to stand out from the competition. tool for recall and recognition. AN APPRECIATIONOF LEGAL VIABILITY2 A NAME IS THE SHORTEST While the creative part of naming might be the fun STORY A BRAND CAN TELL bit, a successful name needs to be both legally viable and free of conflicts. It should effectively own a place in the marketplace without encroaching on the rights of others, either legally or perceptually. And it should be culturally appropriate and avoid negative associations that could harm the brand’s reputation 5 or growth. THE PASSAGE OF TIME A cautionary tale involves the popular SUV Mitsubishi A name is just a word or sound until it becomes Pajero. It was discovered, when the car launched in a brand, and building a strong brand takes time, Latin America in 1982, that ‘pajero’ is a slang term for marketing and advertising investment, consistent ‘jerk’ in certain Spanish-speaking countries. The name messaging, and a compelling brand story that had to be changed to ‘Montero’ for these markets as connects with customers on an emotional level. a result. Even a seemingly ‘empty vessel’ name – one with no overt meaning – can become a strong brand 3 if it’s underpinned by a compelling story and A FOCUS ON THE repeated impressions. MULTI-SENSORY Consider the Häagen-Dazs example. The name Great brands are experiential, and great brand names was deliberately chosen to sound Danish and exotic, should please multiple senses – a name that sounds despite having zero linguistic meaning. Through good can be easily pronounced, has good ‘mouth consistent messaging, high-quality ingredients feel’ and is pleasing to the ear. Pronounceability helps and distinctive packaging, Häagen-Dazs became create positive associations, making it easier to a household name and a brand synonymous with remember and share, and names that are visually luxury and indulgence. appealing can create designed assets that are memorable, distinctive and easily recognisable. In the end, the brand name you choose reflects what it stands for. It’s the first impression that brands make Google’s a perfect example. The unique combination and the foundation upon which a brand’s identity is of letters is visually distinctive; the sound is pleasing built. So, take your time, be intentional, and don’t be to the ear, and the name’s ‘mouth feel’ is smooth and afraid to think outside the box. Because when it comes easy to pronounce, making the brand approachable to building a successful brand, the power of a great and trustworthy. name cannot be overstated. THE IDENTITY ISSUE 21