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The next excerpt is from Brad Flowers’s The Naming E book. Purchase it now from Amazon | Barnes & Noble | IndieBound or click on right here to purchase it instantly from us and SAVE 60% on this guide once you use code MARKET2021 by 4/24/21.
A enterprise identify has accomplished its job if it causes an individual to pause for a second. And it’s much more helpful if you happen to can keep 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 Promoting, the authors cited the next options that improve both the recall or recognition of name names:
- Uncommon spelling
- Preliminary laborious consonant
- Model-name match
Let’s have a look at a number of in better element, together with another elements that affect memorability.
This isn’t within the above checklist, however it’s price acknowledging. The identical Journal of Promoting article says that familiarity performs a bigger position in brand-name memorability than the linguistic options of the identify.
Repetition is likely one of the only 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 likely one of the largest spenders on promoting, 12 months after 12 months. I definitely keep in mind the identify, though it isn’t inherently memorable. However it’s in every single place, from billboards to buses, on my phone, and on TV. The model achieves familiarity by ubiquity. So the extra acquainted a model is, the much less necessary linguistic gadgets are.
Poets know this, and now you do, too: Rhyme aids in reminiscence. Whereas rhyme is widespread in lots of codecs, this method is very widespread with consumer-facing manufacturers:
- Reese’s Items
- Lean Delicacies
- Slim Jim
Rhyming isn’t restricted solely to meals corporations. Following is a spread of corporations utilizing the machine. They don’t really feel pressured or gimmicky as a result of the components of the identify are associated to what they do.
- Crunch ‘n Munch
Crunch ‘n Munch offers you a touch on the texture and addictive nature of the deal with. The rhyme of StubHub is sort of a sentence. You get the concept 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 data quick. Rhyme can work for extra grown-up companies if the phrases provide you with helpful details about the enterprise or product.
Does Kraft keep on with you greater than the usual Craft? Krispy Kreme or Crispy Cream? Analysis says uncommon spellings could make a reputation extra memorable. Constructing on the earlier level about rhyme, listed below are two names that do each:
The weird 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 turn into widespread once more, particularly on-line. A shortage of URLs spurred this development amongst startups. Some examples embody:
As extra URLs grew to become accessible, this development has slowed. Is there house so that you can 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 obtained giant sufficient to purchase the area, so it modified its identify to Twitter. However keep in mind: There’s a effective line between memorable and cute. And your model might not wish to be cute.
This can be a huge phrase for a easy thought. Some phrases sound like what they signify: snap, crackle, pop, twitter. Some manufacturers use this instrument, just like the zip in Zipcar. Does that make it sound simpler and faster to make use of than its competitor, Car2go? What about Meow Combine? Would your cat prefer it higher than Purina Cat Chow? It is likely to be extra memorable, particularly with variations of the tag line: “Tastes so good, cats ask for it by identify.”
Names that sound like what they signify are usually extra memorable. Ask your self if this matches with what you’re attempting to create.
Preliminary Laborious Consonant
In response to analysis in studying research, phrases beginning with laborious consonants (t, ok, p, d, g, v) are extra memorable than phrases beginning with vowels or softer consonants. They’re additionally thought-about stronger. In actual fact, current 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. Think about a by-product firm from Kraft Meals, Mondelez. Mondelez manages such manufacturers as Cadbury, Chips Ahoy, Honey Maid, Toblerone, and Triscuit. The identify Mondelez is a brand new phrase made out of Latin components like mundus, that means world. It’s meant to invoke the concept that there’s a complete scrumptious world on the market. Nonetheless, in comparison with Kraft, “Mondelez” is decidedly forgettable. In fact, 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 comparable however have very totally different meanings. Some pun-inspired names are memorable for all of the fallacious causes. In a fast search, I got here throughout Bread Zeppelin, Wok This Manner, and Nin Com Soup. I don’t know in the event that they’re actual, however you must tread rigorously with puns except you’re going after a sure demographic.
Names that embody puns definitely catch your consideration. They could even be memorable. However is it for the suitable cause? Does it illuminate the depth of their model, or is it only a low-cost gimmick? Possibly it’s each.
Model Title Match
Some names sound like they match with the opposite names in an business. These kinds of names are usually extra memorable. For instance, in a 1998 Journal of Advertising and marketing article, “The Results of Model Title Suggestiveness on Promoting Recall,” the authors declare the identify “PicturePerfect Televisions” checks higher for memorability than “Emporium Tv.” PicturePerfect sounds extra just like the identify of a TV model than Emporium does, so assembly client expectations will be constructive.
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