Many people do no acknowledge the importance that naming — the process of creating of a name for a company, service or product — has on corporate strategy. According to some authors, the choice of a good name may accelerate years of the development of a brand. It will work in favor of the brand, so that it gets bigger much faster.

In a branding project, the name, along with the tone of voice and the slogan, is part of the verbal identity. It can begin the process of branding positioning and it can tell the audience about the brand’s differentials. It is important to realize that the proper creation of a name may determine a brand’s destiny. Thus, the chosen name must be aligned to the company’s values, so that it portrays its history and especially, that it allows the audience to visualize where that brand is going in the future. Just like the essence, the name must not come from and attempt to describe any product or service that the company offers. Instead, it must represent the spirit and the personality of the brand, what really sets it apart from any other competitor because that will create an emotional connection with all who relate to the brand.

To create a successful name, it is also necessary to think differently, to think big, to innovate — going beyond the dictionary and recognize that companies such as Google and Flickr did not abide by any language standards, that Blackberry and Apple were pretty unconventional choices and that all of them are leaders in their sectors. With a lack of good names available, your brand’s differential may stand out in the crowd for being unexpected, unusual, or extraordinary. That is why one may never reject or veto any possibility during the naming process.

Creating a name is not a simple thing to do, it requires lots of researches and specific knowledge, among them, the knowledge of linguistics. According to Alina Wheeler, branding consultant and author of many books in the area, one should consider that a name must be:

» Short;

» Simple;

» Memorable;

» Easy to pronounce, read and write;

» Visually interesting;

» Easy to research on the web;

» Conceptually original (distinctive/unconventional);

» Strategic (must translate the brand’s assets and positioning);

» Generate positive associations;

» Timeless (beyond trends);

» Legally protectable.

The task of creating a name is not simple. It is through research, analysis and attempts (countless attempts) that the right name will separate itself from the others in the market and become unique, authentic and absolutely memorable.