Brand naming is yet another crucial step for the establishment of the business. The name not only represents the company over the years to come but also plays a defining role in the growth pace of the company.
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The process should follow a list of criteria, mentioned in brief:
- Uniqueness with regard to product or service
- Conveying clearly the benefits to the targeted audiences
- Serve as a motivation for the employees as well as the stakeholders
- Its sustainability should not be compromised
- Extendible towards all dimensions and domains of the company.
It is important to realize the significance of a brand name, one that is meaningful and memorable, able to convey the message across without having to rummage around. To help businesses’ with this process, we have a systematic way to execute this in the simplest form:
Step 1: Setting Clear Objectives
While creativity is an important aspect of the brand name, it is significant that you are clear regarding the message it has to convey. Once that is decided, you can then proceed with much greater ease. To start with one must develop a naming brief that defines the objectives necessary for the brand. This serves as a framework/benchmark when the business is at the final stages of choosing the brand name. To be able to reach a standardized brief, there is a process of interview, surveys, reviewing techniques, and revision of roadmaps and information surrounding the particular industry that we approach on behalf of our clients. We also take into consideration the length of the name, URL requirements along with other recommendations that are necessary for the acquisition of the exact concept we are trying to build the brand across. This brief is finalized and shared with our team of experts that makes the decision on what the final brand name is going to be.
Step 2: Developing Various Ideas
Once the brief is in, individual as well as collective thought processing is initiated, whereby the creative juices of our experts are given full liberty to flow. We seek to accumulate ideas that are detailed, well defined, or a collection of abstracts, oftentimes reviewed by those with a sound literary background. Through the plethora of names suggested, it becomes easier to shortlist and come to a decision that is best suited for the company. The choices usually come in hundreds and there is no curb to suggest that one may be wrong while the other is right. Now the task is to review these ideas and filter the best.
Step 3: Finding the Top Rated Ideas
What is important to understand in this process is that there are no champions and no losers. It is merely an exercise to help ensure that the company is given the best name that is possible to go with the team and vision behind it. Before this final list is generated, the brief is taken through a scrutiny process whereby we make sure that the suggested names are open to ownership, are unique, and easy for the target user of the business brand. The process involves a complete background check of the suggested name, screening through search engines. This ultimate list is then finalized and forwarded to the final decision-makers with a surety that it will not engage the company in any legal brand conflicts.
Step 4: Making a Case
A business owner or board is less likely to approve the brand name in the first go. At this stage, the brand is just a name, comprising of a few words, which can be visualized in a million ways. Therefore, a case needs to be presented before the final decision is made. In this context, it is good to create taglines, slogans, etc. along with some visual elements to test out whether the idea will kick through or not. When it is presented with a cushioning, there are greater chances for the final verdict to come in your favor and be of benefit to the company as well. The conclusion of the process illustrates the fulfillment of a crucial part of the branding strategy whereby the company is now visualized with a name, a graphical identity, and all its legal requirements to own the name are satisfied by relevant authorities.