Page 25 - Branding Yourself and Your Business

11

A SECOND THOUGHT ON NAMING

As you previously read, coming up with a name for your product
is perhaps the most important decision you can make for the
brand. There are some important factors to
remember when you are choosing a name for you brand or
product. First of all, you do not want to give your brand or
product an ordinary name. Stay away from naming your product
or brand national this or general that. There are so many
products and brands that start with general or national that it will
not give your product or brand the individuality it needs to leave
a mark in the minds of consumers. When products have what
are essentially a generic sounding name it will hinder their
chance of becoming the major brand in their category.

Second, pay more attention to how the name sounds to how it
looks when it is written down. Consumers will more likely hear the
name of your product or brand before they read about it. One of the
most successful ways to name a product or brand is to use an
everyday word and use it out of context. Take Best Buy for example, if
the electronics store was only called Best or Buy it would not have the
same impact on consumers when they hear the words Best Buy. This
gives the consumer the notion that they are going to find what they