So what’s it called again? How to think of a new product or business name.

A few years ago during an interview, I was asked one very important question before I left, and no it was not where does my accent come from, but to explain what I thought a brand was and why it differs from just a logo. My answer back then was concise, text book, in fact as I was starting my career and talking to a very accomplished fellow marketer, I need only explain the difference technically.

Now with over 20 years experience, today when asked by entrepreneurs or business owners, I may start with the same Wikipedia style answer, but will ask more questions of them in return, to uncover whether they are looking to develop a brand or just need a logo / corporate identity.

Here is a short Q&A that will help you to come up with your own brand name.

Question – Is a logo and a brand the same thing?

Answer – A brand is more than the logo, it is what your business, service or product stands for. A logo is the visual representation of what you are selling and is made up of fonts, colours and in some cases icons but how these are positioned together can heavily influence a customer to purchase.

Question – So how do I think of a name?

Answer – It’s not easy picking a name and it can be a gamble. If you get it wrong it could be more costly than you think. Apart from the due diligence legally when setting up a business name it is important to check out your competition and see how your product could be different to ensure you have a stand out on the shelf . A little research in store or through your desktop is a good place to start.

Next ask what is you are offering, what is the product.

Let me put things into context, why did I choose the name NG10 marketing. The simple answer is, if you think of what I do; Specialising in helping businesses within the Midlands with Marketing, then the answer should be pretty clear.  The combination of a postcode and what I do as a freelance consultant is simple but hopefully memorable.

When it comes to your own, consider names that will reflect what you do and aim to capture the personality of the business / product. Consider how relatable it will be to your target market. Sometimes we try to be clever or witty about the name of our business and if this reflects you or your products personality then go for it . I recall a creative session where it was suggested that if you pick any colour and any animal or object you can pretty much create any new agency name. While it was fun, we didn’t go with “Purple Octopus”, as it had no resemblance to what we offered as a business and funnily enough it already existed!

So don’t beat yourself up when it comes to naming the business or product, try working collaboratively with colleagues or get some independent advice to help. Creative agencies and brand specialists are best if you have the budget. But if not then gather friends /family together and ask these simple questions…

1. What do you do or what is the product?
2. What is the one thing that makes you / it different?
3. Who is your target market and who will buy it?

With just these three categories explored you will certainly have the architecture or blue prints to start exploring names.

Next step write all the ideas down on paper, print them out and stick them to a wall and begin eliminating them until you are left with the one to test.

Once you have chosen a name, all you have to do now is brief your designer.

If you are looking to start a business and need support in coming up with a name or need help working with a creative team on developing your brand, then give me a call and I can help co-ordinate this project for you while helping you to uncover the long term vision for the brand.

Email hazel@ng10marketing.co.uk today.

Next blog : What your logo should be and how to brief the design team