Think about the importance of one right word. Brand names are often just that … one word, like Apple. When it comes to developing brand names, one or two right words count most. One might think that brand names should come easily. Richard Branson just trusted his instincts when he came up with the Virgin name while drinking with a group of fiends in a pub. But what’s the best way to get the best brand name? And, how do you know it’s the best? Is there some sort of formula for success? Truth is, creating brand names is more than an art than a science, but there are strategic best practices that a good marketer should follow in order to increase the likelihood of success when creating a new brand name.

1. What’s in a name?
Eight best practices for
creating a successful brand
name
Nikolas Contis, Global Director of Naming, Siegel+Gale
Based on an article first published online for Admap– March 2014

2. 2
Think about the importance of one right word. Brand names are often just
that … one word, like Apple. When it comes to developing brand names,
one or two right words count most.
One might think that brand names should come easily. Richard Branson just
trusted his instincts when he came up with the Virgin name while drinking
with a group of fiends in a pub. But what’s the best way to get the best
brand name? And, how do you know it’s the best? Is there some sort of
formula for success?
Truth is, creating brand names is more than an art than a science, but there
are strategic best practices that a good marketer should follow in order to
increase the likelihood of success when creating a new brand name.
Nikolas Contis
Global Director of Naming
Siegel+Gale

3. 3
Eight best practices for creating a successful brand
name
1. You need a strategic foundation
2. Strive for more than the sum of its parts
3. Develop your name for the long term
4. Name only what should be named
5. Think of words in new and different ways
6. Hire a trademark solicitor
7. Watch your language
8. The bottom line

4. 1. You need a strategic foundation
“You must first have a sound strategic brand platform,
including a solid purpose, a compelling promise, authentic
values and a strong voice. This strategic platform will give
you the essential foundation needed to express your brand in
everything you say and do – including what you ‘say’ with
your brand name.”

5. 2. Strive for more than the sum of
the parts
“When developing your new name, look for the poetry beyond
the prose. Don’t try to explain or reiterate your strategy in the
name. Look instead for a name that adds a layer of creative
value – one that adds richness and depth to your strategic
foundation.”

6. 3. Develop your name for the long
term
“Great brand names are able to live richer, longer lives. That’s
not to say they shouldn’t be consistent with key strategic
messages. But it is to say they must be created with a vision
that ranges beyond.”

7. “Another mistake that marketers often make is the decision
to name something that shouldn’t be named. Often what’s
needed, instead, is better brand architecture. Brand
architecture, in simple terms, is how a company organises
its brand portfolio.”
4. Name only what should be
named

8. “The massive marketplace of brands is forcing marketers to
innovate and to consider words in new and different ways.
Looking at words in new ways helps to navigate against not only
the marketing ‘clutter’ of typical brand names, but around the
trademark challenges as well.”
5. Think of words in new and
different ways

9. “Naming firms can help with generating and screening a large
number of names at a preliminary level. But you’ll need a solicitor,
a specialised trademark counsel. Without a very good one, you
won’t get the name you want.”
6. Hire a trademark solicitor

10. “Know exactly what your name means and run a global
language check on your name before announcing it to the world.
Even if your brand is not global, we live in a global world and
hence all names are global.”
7. Watch your language

11. “A name can add to the bottom line of any good branding
programme by setting proper expectations. It’s unimportant for
you or anyone else to ‘like’ a name. What is most important is that
your name sets relevant, compelling, believable expectations
about your product, service or company.”
8. The bottom line

12. Simple
is smart.
www.siegelgale.com