In today’s competitive market, selecting the right brand name is essential for establishing a brand’s identity. On this episode of The Small Business Show, we delve into the art of finding the perfect name for your product or brand. We’re joined by Bill Harper, CEO and Chief Creative Officer of BrandBoss HQ, who recently shared insights on this topic in a popular TikTok video.
Key Takeaways
1. Bill Harper emphasizes the importance of keeping brand names short and simple, using the “knock test” as a guideline to ensure names are brief and memorable, reflecting the tendency for brands to shorten names over time for ease of use. This concept is underpinned by examples like Coca-Cola shortening to Coke, illustrating how brevity aids brand recall and market penetration.
2. A brand name must be appropriate to the company’s identity and industry sector. It should resonate with the target audience and reflect the brand’s character, whether playful, serious, or innovative. Harper points out the necessity of choosing a name that not only aligns with the brand’s sector but also resonates with the intended audience, enabling a logical and emotional connection.
3. Harper elucidates on the natural progression of brand naming, where initial complexity gives way to simplicity as the brand matures. He argues that a name’s evolution is part of a broader brand strategy, reflecting its growing market presence and evolving consumer perception. A name doesn’t need to be overly descriptive initially, as it can gain meaning and association with the brand over time through marketing and customer experience.
4. Additionally, Harper argues that the success of a brand name is less about the name itself and more about the consumer experience and the quality of the product or service. The name becomes synonymous with the brand’s identity and reputation, regardless of its direct relation to the product.
5. Ultimately, Harper has practical advice for entrepreneurs on naming their brand, including conducting trademark and Google searches to ensure the name’s availability and uniqueness. This process helps avoid legal complications and establishes a robust and distinct brand identity from the start.
"You might as well take advantage of that from the beginning and really think about what's the simplest, shortest way that I can convey the name of the company." – Bill Harper
