Does your brand name tell your story?

Name is being

On the one hand, names are an expression of who I am — on the other hand, the starting point for all brand communication. Who am I and what do I stand for? What am I saying about myself, my nature, my goals? And how do I say it — with which words, through which topics, in which tonality?

The right brand name can and should represent all of this and, at the same time, serve as a strategic guideline for all these questions.

As the brand identity is formulated, everything is put into the right words. This is the basis and the source for any suggested brand name.

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And now things are getting exciting in many naming projects

You are spoilt for choice from names that have already been legally and linguistically verified and offer a wide range of alternatives: from generic to abstract, from associative to symbolic with an emotional or functional orientation. Translating a unique brand identity into syllables and words still creates a variety of possibilities through the typology of the names.

And now? How do I choose THE NAME?

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The same old story...

One thing is clear: most names need a unique positioning and a secure standing in terms of trademark law. Domain availability is a nice plus, if possible. Easy international pronunciation. Embedded in logo and design and intended communication.

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...in a whole new world

In the context of voice and voice assistants, the name is increasingly becoming the first point of contact between a brand and person — the beginning of a brand relationship.

How can the name, how can language capture me when there is nothing else to perceive? No image, no visualization, no logo.

Language offers endless possibilities here, more than what has been exhausted so far.

Playing with dialects, origins, atmosphere and culture — through sound and acoustic experiences. This creates virtual closeness and emotionality through speech and language style.

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It's all in your head

Triggered by words. This requires the courage to focus. But also the courage to let go. Free yourself from the need to express everything with one name and instead seize the opportunity to tell your own story.

WEITBLICK, a workwear brand for fashionable and robust workwear, has opted for a name with attitude during the renaming process. Deliberately in their native German language in order to doubly support this positioning. The name mentions neither product nor industry. Instead, it refers to the self-perception and the aim to raise sustainably produced workwear “made in Europe” to a new level.

Berliner Verkehrsbetriebe (BVG) focuses entirely on their unique brand identity when naming new products and services,. JELBI, a comprehensive mobility platform, merges a wink at the Berlin dialect with a characteristic yellow design element to create a verbal message. BERLKÖNIG tells the novel concept of a Berlin Hop-On Hop-Off taxi. No product and service descriptions, but a clear connection to the brand DNA and regional roots. Born here and here to stay.

In the age of voice and AI, (verbal) branding means “being different” even more than before. This is rarely done using the lowest common denominator.

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Mankind is multi-sensory

We are able to perceive a message via various senses, media and channels. Ideally, the name verbalizes this message. All other brand elements underpin the message, reinforce, direct and live it in terms of content and communication. In this way, the brand experience is extended across all other senses and builds up a harmonious, authentic brand image.

P.S.: Of course, there are also the necessary tools for this decision-making process, from the classic matrix to a potential analysis.

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Get in touch for support with a name decision

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