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The following excerpt is from Brad Flowers’s The Naming Book. Buy it now from Amazon | Barnes & Noble | IndieBound or click here to buy it directly from us and SAVE 60% on this e-book while you use code MARKET2021 via 4/3/21.
A business name has finished its job if it causes an individual to pause for a second. And it’s much more helpful in the event you can bear in mind it lengthy after that pause. Memorability issues.
So how do you create a memorable identify? In a 2003 article from the Journal of (*7*), the authors cited the next options that improve both the recall or recognition of brand names:
- Unusual spelling
- Initial onerous consonant
- Brand-name match
Let’s have a look at a number of in larger element, together with another components that affect memorability.
This isn’t within the above checklist, however it’s value acknowledging. The identical Journal of Advertising article says that familiarity performs a bigger function in brand-name memorability than the linguistic options of the identify.
Repetition is without doubt one of the handiest methods to make a reputation acquainted. That’s the thought behind promoting: repetition to create familiarity. So extra acquainted model names are extra memorable as a result of we see them extra typically. For instance, AT&T is without doubt one of the largest spenders on promoting, 12 months after 12 months. I definitely bear in mind the identify, though it isn’t inherently memorable. But it’s in every single place, from billboards to buses, on my phone, and on TV. The model achieves familiarity via ubiquity. So the extra acquainted a model is, the much less vital linguistic units are.
Poets know this, and now you do, too: Rhyme aids in reminiscence. While rhyme is widespread in lots of codecs, this system is very widespread with consumer-facing brands:
- Reese’s Pieces
- Lean Cuisine
- Slim Jim
Rhyming isn’t restricted solely to meals corporations. Following is a spread of corporations utilizing the gadget. They don’t really feel compelled or gimmicky as a result of the components of the identify are associated to what they do.
- Crunch ‘n Munch
Crunch ‘n Munch gives you a hint at the texture and addictive nature of the treat. The rhyme of StubHub is almost a sentence. You get the idea that it’s a spot the place you should buy tickets. And FireWire’s rhyme is a metaphor: You get the sense that the wire transfers information quick. Rhyme can work for extra grown-up companies if the phrases offer you helpful information in regards to the enterprise or product.
Does Kraft follow you greater than the usual Craft? Krispy Kreme or Crispy Cream? Research says uncommon spellings could make a reputation extra memorable. Building on the earlier level about rhyme, listed below are two names that do each:
The uncommon spelling mixed with the rhyme reinforces the youthful nature of the product and certain its memorability. The development of surprising spellings was widespread in the course of the 20th century and has grow to be widespread once more, particularly online. A shortage of URLs spurred this development amongst startups. Some examples embrace:
As extra URLs grew to become out there, this development has slowed. Is there house for you to use an uncommon spelling purposefully? When Twitter launched, it was referred to as “twttr” (with out the vowels) as a result of Twitter.com was owned by another person. That development subsided, and it bought massive sufficient to purchase the area, so it modified its identify to Twitter. But bear in mind: There’s a effective line between memorable and cute. And your model could not need to be cute.
This is a giant phrase for a easy concept. Some phrases sound like what they symbolize: snap, crackle, pop, twitter. Some manufacturers use this instrument, just like the zip in Zipcar. Does that make it sound simpler and faster to use than its competitor, Car2go? What about Meow Mix? Would your cat prefer it higher than Purina Cat Chow? It is perhaps extra memorable, particularly with variations of the tag line: “Tastes so good, cats ask for it by name.”
Names that sound like what they symbolize have a tendency to be extra memorable. Ask your self if this suits with what you’re attempting to create.
Initial Hard Consonant
According to analysis in studying research, phrases beginning with onerous consonants (t, okay, p, d, g, v) are extra memorable than phrases beginning with vowels or softer consonants. They’re additionally thought-about stronger. In truth, latest research point out that the usage of consonants and their placement can have an effect on the perceived gender of a model.
The sound of the consonant issues. Consider a derivative firm from Kraft Foods, Mondelez. Mondelez manages such manufacturers as Cadbury, Chips Ahoy, Honey Maid, Toblerone, and Triscuit. The identify Mondelez is a brand new phrase constructed from Latin components like mundus, that means world. It’s meant to invoke the concept that there’s a complete scrumptious world on the market. However, in contrast to Kraft, “Mondelez” is decidedly forgettable. Of course, that is partly as a result of it isn’t as acquainted, however analysis means that might be due to the weaker beginning consonant, m.
A wordplay (or pun) is a kind of joke that performs on the truth that some phrases sound related however have very completely different meanings. Some pun-inspired names are memorable for all of the improper causes. In a fast search, I got here throughout Bread Zeppelin, Wok This Way, and Nin Com Soup. I don’t know in the event that they’re actual, however you need to tread rigorously with puns until you’re going after a sure demographic.
Names that embrace puns definitely catch your consideration. They may even be memorable. But is it for the appropriate purpose? Does it illuminate the depth of their model, or is it only a low cost gimmick? Maybe it’s each.
Brand Name Fit
Some names sound like they match with the opposite names in an trade. These types of names have a tendency to be extra memorable. For instance, in a 1998 Journal of Marketing article, “The Effects of Brand Name Suggestiveness on Advertising Recall,” the authors declare the identify “PicturePerfect Televisions” checks higher for memorability than “Emporium Television.” PicturePerfect sounds extra just like the identify of a TV model than Emporium does, so assembly client expectations will be optimistic.
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