Branding 101: What’s in a Name?

“A rose by any name would smell as sweet”… or so they say at-least, but would it sell as well? The truth is, we do judge books by their covers when we’re making a snap judgement about which one we want to read next – and, likewise, consumers are going to judge your brand by the name that you give it before they even know the service or product that you offer.

The name that you give your company is going to be plastered over your website, your adverts, and the promotional products that you choose. If you’re looking for advice on choosing a promotional gift for your brand then head over to our recent master-post about making the right decision… right now, we’re going to give some expert advice on choosing a company name.

Hint at What You Offer

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It’s vital that your brand’s name encapsulates what you offer as a company. This doesn’t necessarily mean that it needs to refer directly to your product, but that it needs to capture the right feel or tone.

This might sound a little abstract, but the truth is that naming your company is something of an abstract process; by saying your proposed company name out loud you can hear whether or not it feels right for your country. Even a made up term will conjure up certain connotations – fun, professional, technical, reliable – and by listening to the word yourself and testing it with others you’ll be able to get a feel for what these connotations are.

Consider how it Looks

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Although so far we’ve focussed on the sound of the word that you choose, you’ll also need to think about what it looks like. After all, a lot of your customers won’t hear your customer name… they’ll see it. It needs to look great as part of your logo, and jump off the page – so think about factors such as the size of the letters, the length of the word itself and make sure that you pick a name that’s as attractive to look at as it is to hear.

Be Unique

Once you’ve made your decision, EMC can provide help you to see it emblazoned across a range of promotional gifts for the first time – believe us, it’s a great feeling.  Contact the team today, online or at 0800 170 7570, for help and advice; you can also come and find us on Facebook or Twitter.Don’t forget that you’ll also need to choose a name that isn’t already in use. Do your research early on and avoid a disappointing realisation that you won’t actually be able to get the rights to the name you want!

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