5 Must-Haves for Brand Naming (*5*)

5 Must Haves for Brand Naming Consultants MarketingProfs
5 Must Haves for Brand Naming Consultants MarketingProfs


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You are attempting to call a brand new product. The CEO’s spouse laughs at your concept. A competitor has trademark rights to an analogous identify anyway. Then there’s the area situation: dot-com, dot-net, dot-co, and even dot-biz are all taken.

Oh, and it seems the identify means “fart” in Cantonese.

The naming is tough. If you’ve got ever been tasked with developing with a reputation for an organization, product, service, or function, you already know this. It’s straightforward to host a brainstorming session and give you just a few dozen inventive concepts. But getting a various workforce to give attention to a handful of letters which might be strategically optimum and legally out there — and never inadvertently attacking a whole nation or tradition?

It takes greater than creativity. It takes rigor and a course of. It takes expertise.

Therefore, when a brand new model identify is required, companies giant and small – even these with in-house model groups – flip to boutique naming businesses, skilled naming consultants and model companies with “verbal identification” abilities.

However, not all self-proclaimed naming specialists are created equal. Today, advert businesses and PR companies, freelancers at Upwork and Fiverr, and on-line crowdsourcing platforms alike profess their model identify experience.

So how does a marketer in want of a reputation separate the true namesakes from the self-namers?

In my 15+ years as a naming skilled, I’ve labored at international businesses and smaller companies, I used to be an unbiased marketing consultant and head of naming at HP. I’ve constructed naming groups, employed (and fired) naming consultants, and sat on each the company and shopper sides of pitch displays. Through this expertise, I’ve picked up indicators that assist me decide if a namer is the true deal.

In addition to assembly apparent fundamental standards, equivalent to B. A stable fame, observe report and cheap pricing, good model identify consultants have the next 5 traits.

1. An skilled, devoted workforce

To guarantee depth of exploration and number of concepts, you need multiple namesake to have concepts for your activity. If you rent a person marketing consultant, she or he ought to plan to herald no less than one or two extra identify era professionals. But extra shouldn’t be essentially higher; The targeted effort of three or 4 seasoned namesakes will show way more helpful than an hour every from a dozen novices – and that is what among the greater businesses are attempting to promote you.

2. An absence of home fashion

Unless you require a particular model designation (e.g. a pharmaceutical identify or a < a target=”_blank” href=”https://www.nytimes.com/2011/11/12/world/asia/picking-brand-names-in-china-is-a-business-itself.html”>Chinese model identify), be certain that the marketing consultant you’re contemplating has numerous expertise – each within the business and in the kind of identify.

Agencies that persistently use one naming fashion—for instance, summary real-word names (like “Apple” or “Virgin”) or vowel-affected coined phrases (“MVMT” or “Abrdn”)—could not be capable to base their strategy to alter primarily based in your wants, preferences or the necessities of your challenge.

3. A strong pre-selection course of

Before names are introduced to decision-makers, they need to bear a preliminary trademark examine. This fast and comparatively cheap step helps keep away from the worst-case situation: discovering out {that a} most popular identify candidate is not out there attributable to authorized issues.

Likewise, most naming tasks ought to embody language assessments, the place names are checked for damaging meanings, connotations, or pronunciation difficulties in related languages ​​and cultures. While such strikes can’t assure a reputation’s viability, they will uncover apparent issues earlier than it is too late.

Many businesses outsource pre-screening steps to specialists. Others provide in-house options. Both are wonderful, however the lack of a transparent and strong pre-screening plan is a positive signal of an ignorant namesake.

4. Presentation Skills

At some level, your chosen advisor will seemingly current model names to your boss or the management of your organization. The greatest strategy to share new naming concepts is thru a proper presentation—by no means by way of e-mail—and an skilled naming marketing consultant will know how you can present rationale and context for every identify and for the naming challenge as a complete.

As such displays can backfire on you, be sure you are assured within the high quality of the consultants’ work and their potential to current it.

5. A plan to drive the ultimate choice ahead

You rent a naming marketing consultant to give you good, inventive naming concepts and assist your group resolve on the perfect identify. How this choice is made can range from company tradition to personalities on the decision-making workforce.

Ideally, your advisor will ask beforehand or early within the course of: How many individuals shall be concerned within the choice? Will one particular person have last authority to decide on the identify? Who has veto energy?

If you may have particular issues about getting a reputation throughout the end line, share them and see how your advisor responds. While there isn’t any one-size-fits-all strategy to creating the ultimate choice, skilled namers know how you can plan forward and mitigate foreseeable challenges.

* * *

The proper model identify can assist what you are promoting, services or products stand out from the gang. It can enhance the probability that your prospects will bear in mind, perceive, and admire your model.

Just as necessary is what it might probably assist you keep away from: embarrassment, authorized challenges, cultural errors, and untimely rebranding.

The proper identify means exhibiting your model at its greatest. Find the suitable model identify marketing consultant – one which meets the standards outlined on this article – and you will be properly in your strategy to discovering the suitable model identify.

More model naming assets

Six naming developments that can assist your model or product stand out

10 steps to a profitable naming workshop

Naming Your Product: Shades of Meaning (An Insight into Naming Nail Polish)


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