9 Types of Brand Names yazısı ilk önce Goodjob Brand Consulting üzerinde ortaya çıktı.

What Stages Are Needed to Create a Brand?

First, we need to understand this principle: brands exist in minds. For that, you need a brand strategy that can live in the mind. This strategy is built by carrying out a strategic brand analysis — analyzing the consumer, the competition, the market, and the brand’s current situation, and interpreting the data. Brand ideas set without a comprehensive, detailed analysis have, believe me, already been thought of by many of your competitors before you; either they are hard to implement or they are far from the realities on the ground. So the first stage is a detailed research and analysis process. Then, by examining this data, the brand strategy is created. Bringing the strategy to life is applied in two stages: the first is adapting the brand to the defined strategy, and the second is turning that strategy into a marketing plan. This is generally carried out by companies’ marketing departments. Brand-consulting firms can also provide brand-management consulting during the implementation of the marketing plan.

How Is Brand Strategy Brought to Life?

The brand strategy has been set, the brand applications made, and a marketing plan prepared and put into action. A project like this is completed in roughly 6 to 12 months, but the brand needs to keep applying the defined strategy in its ongoing marketing communication. Remember: if you keep hitting the same spot, you leave a mark. So you must patiently apply the same brand strategy. In a branding project, research and consulting firms can sometimes be intertwined structures, and sometimes the research firm and the brand-consulting firm are separate. What matters is that the process of interpreting research findings and turning them into strategy does not run in a disconnected way. At Goodjob we apply this structure in an integrated way, keeping research and strategy under one roof throughout a branding project.

How Do You Become a Brand?

A brand needs a reason for being, a set of values to fulfill that reason for being, and a passionate team to bring the strategy to life. Becoming a brand, contrary to popular belief, is not hard at all. The methods that lead to success have been applied for decades and keep producing results. What matters is putting those methods into practice. Any person and any company can enter the branding process and become a brand by following the steps of brand creation. It is not enough for a company to say “I want to be a brand.” It must grasp the importance of branding very well and carry out what needs to be done — with the help of brand-consulting firms. Brand-consulting firms speed up the process for companies and ensure that the company’s resources are used more efficiently.

Which Are the Best Consulting Firms?

Rather than answering “which are the best consulting firms?” by naming firms, it is more useful to ask what the qualities of the best consulting firms are:

1. They are firms that, with original brand ideas, let a brand stand apart from its competitors in the market with ease.
2. They are the ones who make sure the brand strategy they build is applied in the field, not just on paper.
3. They are firms that chase results, not fame and reputation.

How Much Are Brand-Consulting Fees?

Brand-consulting firms can price their services in two different ways: project-based or as monthly consulting. What matters here is how much time the consultant and the expert working on the project devote to that particular brand-consulting project. An hourly brand-consulting fee is set on the basis of the labor to be allocated to the project.

What Is the Difference Between a Management Consultant and a Brand Consultant?

In very short terms, a management consultant designs the inside of the company, while a brand consultant designs the outside of the brand. The management consultant determines how the company will be run internally — its organization, roles, and responsibilities — while the brand consultant determines how the brand should be perceived by consumers or customers.

What Positions Exist in Brand-Consulting Firms?

In brand-consulting firms there are strategist brand consultants responsible for strategy, analysts who work during the project’s analysis phase, and technical experts who work on technical branding projects. Brand-consulting projects require a professional team fluent in more than one discipline, because the process — which begins with research and continues through the discovery of consumer insight and the setting of strategy — needs to draw on different disciplines. These disciplines may include sociology, psychology, business, anthropology, communication, statistics, and the fine arts.

How Is a Brand Name Found?

Finding a brand name has become harder than ever. Names that ad copywriters once found by leafing through mythology dictionaries at agencies are now almost impossible to register — in short, the mythology dictionary is exhausted. Every month, hundreds of thousands of new brand-name registration applications are filed around the world. In an age where finding a registrable brand name keeps getting harder, brand naming has itself turned into a specialty — a process in which experts in linguistics or writing create new brand names by applying specific methods. To get more detailed information on this, get in touch.

Brand Name Creation Techniques

Some of the brand-name creation techniques are as follows.

1. Founder brand names: like Ford…
2. Descriptive brand names: like Facebook…
3. Invented brand names: like Kodak…
4. Metaphorical brand names: like Apple…
5. Abbreviation brand names: like SAP…
6. Meaningful-alteration brand names: like Netflix…

Brand-name guides, brand-name generators, brand-name software, and brand-name tools are among the frequently used methods. But finding and deciding on the name of a brand that is dreamed to become very large in the future is very hard to do with such tools and methods. Because, as is well known, a brand’s greatest asset is its name. For example, the ease with which a brand name comes to mind takes priority over all the shapes and signs related to that brand. All the visual assets created for that brand are designed to serve the brand name. Awareness stands at the very top of the criteria that determine brand performance — and awareness is a measure tied to the brand name.

Frequently Asked Questions About Brand Consulting and Brand Naming yazısı ilk önce Goodjob Brand Consulting üzerinde ortaya çıktı.

For a brand name, the measure of “shortness” by letter and syllable count varies enormously. Past and present, we can point to many brands that break the shortness myth. To recall a few:

• I Can’t Believe It’s Not Butter! (31)
• Head & Shoulders (Written: 16, Spoken: 13)
• Bang & Olufsen (13)
• Dolce & Gabbana (15)
• Arnold Schwarzenegger (21)

A long name may not provide an advantage, and can even create problems in application — it certainly has downsides, such as forcing smaller use in a limited application area. But on the other hand, not every long name is a bad option.
The Meaningfulness Myth
Not every brand name has to be meaningful. We complain that there are no registrable words left in a given language. But every registrable meaningful word brings a very specific meaning with it. Sometimes that is an advantage — but sometimes complete meaninglessness is preferable.

For example, meaningful words struggle to stand out in Google and other search engines, so you may need to invent something. Who could call a meaningless brand name like Häagen-Dazs bad? On the other hand, when you create a name that closely evokes your product area, one day things change; and if your brand’s expansion potential moves beyond that product area, you will need to create a new brand. In short, a brand name does not have to be meaningful. In fact, in some cases a meaningless or merely evocative name is a better option — and it also makes the name more original.
The Surname Myth
None of us can claim that “the era of putting your surname on the brand is over.” Restaurateurs and chefs still put their own names on their brands. Designers, architects, and consultants still use their surnames too. When people form strong bonds with the brand, or when there is such a wish, it is still a good solution. Of course, what the surname is — and the brand’s field of activity and its promise — matters a great deal here. It is true that it is a somewhat traditional method. But it can still work very well.
The “Do Not Use Your Local Alphabet” Myth
Some insist you should never use characters specific to your own language. Yet consider this: the French are good at cosmetics, so including letters specific to French can only give a French brand an advantage. On the other hand, if we look at the clothing and furniture brands that want to draw on Italy’s fame for design, we can again say that local auditory codes provide an advantage. As for the writing and reading challenges that arise from a distinctive alphabet, I believe this: yes, people may perhaps struggle to read a character like our “ş.” But if we reach such a strong point in food and restaurants, names containing our own special characters could become an advantage — just as they are in French. Let the work reach that point first. Brand names can, after all, be given local adaptations.
In Summary
If someone came to you and said, “I’m creating a new shampoo brand, and its name will be ‘Heads and Shoulders,'” you would think you were being made fun of. But once it takes on an identity and lives up to its own name, everything changes. Brand naming does not run on myths and cookie-cutter rules. It is, in itself, a craft.

The Myths of Creating a Brand Name yazısı ilk önce Goodjob Brand Consulting üzerinde ortaya çıktı.

1. Strategic Work: You begin with strategic work on the values the brand holds. Who will the brand address? What kind of target audience is it being created for? What are the core characteristics of that audience?

2. Competitor Work: The names and naming methodologies of competitors in the sector are analyzed, and it is examined whether there is a suffix or abbreviation specific to the sector. For example, the spreadable-chocolate category generally uses endings like “-elle” or “-ella” at the end of a word.

3. Semantic Work: Whether the brand will be meaningful, in which languages it will carry meaning, its degree of reading difficulty, and its phonetic harmony are all worked out.

4. Morphological Work: Where will the brand be applied? Based on that, how many letters or syllables will it consist of? In short, what the brand will look like in form is decided.

5. Conceptual Work: The concepts the brand should own are brought to the surface.

6. Creation Work: From all these concepts, names suited to the brand’s semantic and morphological structure are derived. As many alternatives as possible — and different variations of similar names — are generated. Generic names are avoided. The very common, familiar words themselves are avoided; names are derived by altering them or by combining them with other words.

7. Registration-Check Work: For the names that emerge, trademark registration checks are carried out for the classes in which the name is to be registered, through the relevant trademark office. It is worth getting support from an intellectual-property office on trademark registration here.

8. Detailed-Check Work: For the names that are eligible for registration, domain and social-media account checks are made. Detailed searches on search engines ensure the brand carries no negative meaning (for example, avoiding awkward situations such as the name being a porn star’s surname).

9. Registration Work: The trademark application is filed. The application document is enough to secure the matching “.com” address.

10. Brand Identity Brief: A brief is given on the visual identity the brand should have. This brief guides what the logo and corporate-identity elements should contain.

The Brand Naming Process yazısı ilk önce Goodjob Brand Consulting üzerinde ortaya çıktı.

In many articles written about brand naming there is a mistaken piece of guidance along the lines of “a brand name should be short.” Why should a brand name be short? What is the rationale? Short according to whom? A short name means one thing for a Venezuelan artist named Fernando Enrique Carrillo Roselli, and something quite different for a South Korean, in a country where half the population has a surname shorter than four letters.

Looking at a name’s shortness purely by letter count is also one of the biggest mistakes made. For example, when we write “superpants,” the mind does not read the “super” and “pants” parts as “s-u-p-e-r-p-a-n-t-s.” It simply combines these images it has already seen hundreds of times. Every word is at the same time an image. That is exactly what allows us to read. But if we are talking about a meaningless word, or one that is meaningless in our target market, things change.

On the other hand, when part of the name is made up of certain language patterns, perception of the name also speeds up. These are the suffixes specific to certain languages that have globalized over time — “tion, ious, able, ting” and so on. On the shelf, this is even more eye-catching.

• Facebook – 8 letters
• Foursquare – 10 letters
• Instagram – 9 letters
• WhatsApp – 8 letters
• Aston Martin – 11 letters
• Mini Cooper – 10 letters
• Accenture – 9 letters
• Continental – 11 letters

There are other examples too.

• Salesforce – 10 letters
• Stradivarius – 12 letters
• Volkswagen – 10 letters
• Schwarzkopf – 11 letters
• Head & Shoulders – 14 letters + &

I am not trying to declare a long name a criterion for success. What I want to say is that using the phrase “a brand name should be short” is not, on its own, correct. Just as a short brand name can provide an advantage, a long brand name can be advantageous too. As for which is easier to remember, we have no scientific data. We can only take it into account when choosing among alternatives. Someone with a very long name, like Lin-Manuel Miranda, has not been forgotten because of it, nor has he succeeded because of it; everyone remembers his name the moment they hear his songs. What is more, while a short brand name may have been an advantage in the past, it is now something of a disadvantage, because far more identical or similar results are listed in Google searches.

Which name will work best changes according to some technical matters:

1. Where will the brand name be applied? Will the name be written vertically on a tall bottle, or will it be a store and go on a sign? Or will it be none of these, doing business only online? If Coca-Cola were entering the market today, it might not choose the long name it was forced to write vertically on its tall cans. Or it could have stacked the letters, the way some brands do, and — despite plenty of criticism — stood out on the shelf by a wide margin.
2. Who will say the brand name? People do not buy a product whose name they cannot say. If you have such a name — a name that is hard to pronounce — you need to favor audio communication channels to break that barrier. Whoever your target audience is, you need to give the brand a name they can read and say. There is no rule that this name must be short.
3. Competitors’ brand names. What names do the competitors operating in the market use? What category descriptor do they use? Sometimes expressing the category reference at the end of the word can be a better solution. For example, for a brand that wants to operate in the spreadable-chocolate market, adding an ending like “Ella” or “Elle” to the name it comes up with speeds up how the brand is perceived. But depending on the name, it can also strip away its power to stand out.
4. Registration, domain, and social-media accounts. The short names that first come to mind will most likely be the ones that cause registration problems. That is why you may need to alter them or combine them with other words. Today, finding a four- or five-letter “.com” domain is almost impossible. Under today’s conditions, finding a name whose social-media accounts are unclaimed and whose domain is available is essential.
5. Its meaning around the world. If your target market is not just your home market, you need to research the name’s meaning in your target markets, or in markets that could become targets. Starting with a Google search is enough. You need to make sure the name you find is not a porn star’s name or, say, slang for a male organ in Spanish. If that is the case, altering the name or evolving it with a prefix or suffix can be a solution.

The most correct thing is to decide on a brand name after weighing all of these conditions. Saying by rote that “a long brand name is wrong” is the thing that is actually wrong.

Brand Name and Length yazısı ilk önce Goodjob Brand Consulting üzerinde ortaya çıktı.

When setting a right brand name, rather than first trying to come up with the name, you should do the work by following the processes on this page. Below, we explain some right and wrong brand names along with their reasons.

How do we do it? Click to learn.

• Names the target audience can read and grasp. If you want to reach a 60-year-old or a child, your name should be readable from a distance and with ease.
• It should suit the surface it will be applied to. If you have a tall, vertical package, choosing a long name can be a problem.
• It should not be confused with other brands. Especially when the beginning of the name is the same as another’s, it creates big problems for standing apart. Today, entering the dairy market with a name that starts with “Milk…” is not wise.
• It should express its strategy. A brand should carry a promise, and if the name feeds off that promise, it has made a strong start.
• It should avoid taking on wrong meanings in target markets. Some words can carry a negative meaning in certain languages, or fall into an unfortunate association — it could be a murderer’s surname, or slang for a curse. The internet is full of such examples; there is no need to add a new one.
• It should suit the brand personality. If we have built a more masculine brand, the name should be made not of soft letters like o, s, and y but of hard dental and labial consonants — letters like T, K, and Z. A children’s product, on the other hand, should be made of the letters children use most in their own speech.

Examples of Right Brand Names:

• Booking.com: The name expresses the brand’s promise perfectly, with no need for an extra slogan; it spread across the market and both grew the category and took considerable share from long-established rivals.
• Nespresso: a name that draws on the very nature of coffee and evokes espresso itself — a perfect fit for the product.
• Chobani: a name well suited to the promise of a brand that puts traditional, authentic flavors front and center.

Examples of Wrong Brand Names:

• Copying the leader’s opening: on a food-delivery app where dozens of brands already begin with “Burger,” naming the next one “Burger-something” too is a mistake — it simply drowns in the list. The one exception is the category leader that owns the word, like Burger King.
• Legally fragile or offensive names: names that lean on a legal loophole, or that turn out to be a slur or a crude term in another language, are wrong choices — they invite trouble down the line.
• Over-narrow, over-ethnic names: a name so tightly bound to a single ethnic or national identity that it cannot travel beyond it will limit the brand’s room to grow.

Finding the Right Brand Name yazısı ilk önce Goodjob Brand Consulting üzerinde ortaya çıktı.

How Is a Brand Name Determined? yazısı ilk önce Goodjob Brand Consulting üzerinde ortaya çıktı.