Page 19 - Branding Yourself and Your Business

8

THE IMPORTANCE OF A NAME

I t might be the most important decision that you make when you
bring your brand to market, what the name of the product going to be.
In the long run that is what branding comes down to is the name.
Having long-term stability is the most important
factor of the name. This is because after the initial push to get the
brand to market and then the inevitable appearance of competition
the name will be what sets your product apart from them.
This goes back to being the first brand in your category. Your
brands name will have a higher recognition value than your
competi-tion. Giving your brands name the ability to be seen as the
leader in the category that it is in as well as being an authority in its
given cate-gory. If this is the case, when they return to the store the
will look specifically for your product avoiding your competition.

When you are thinking of names for the brand, you need to take
into account what the product does, the age range of the target
market. The name should be kept as straightforward as possible so
that it is simple for consumers to remember. Stay away from names
that could be perceived as negative, the name should evoke some-
thing positive in the mind of consumers when they hear it or read it.