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Naming Your Business: Part 1- The importance of the right brand name

Lately we’ve been talking a lot about branding. Not only is it one of our favourite projects to take on, but it can also push your business in the right direction. We recently blogged about the reasons to consider rebranding your business, so today we’re talking about renaming a business as a part of your rebranding strategy. Renaming your business seems like a big undertaking, but it can completely change your brand’s public perception, attract new audiences and leave an outdated concept in the dust. So, here are some of the key things to keep in mind when considering changing your brand name.

A brand name should communicate something to your audience

Whether you’re communicating your mission statement or expressing your companies services, your brand name should express something to your audience. In most circumstances, potential clients will come across your brand name through research and will take approximately 3 seconds to make a decision on whether they will continue diving into your website. This is where a clear and efficient brand name comes into play. Our client, Wellbrook Plumbing, is a great example of this. The second you hear the name, you know exactly what this company has to offer. Website visitors don’t want to dig for the key information, so when they know exactly what you do right away, they’re more likely to engage with your company.

A brand name should express the right thing

As mentioned above, communication is crucial. But sometimes if you don’t do your homework or communicate the wrong message, you’ll end up turning people away at your door. Choosing a name that is already in use by another company could cause confusing for your audience and could make it extremely challenging for your brand to rank in web search results. Another thing to consider, especially for global companies, is how your potential brand name translates in other languages and cultures.

A brand name should be memorable

Getting creative with your brand name is welcome and encouraged if it helps your brand stand out amongst competitors. In a room full of creatives and strategists, we can’t get enough of the brainstorming work that goes into developing a brand name. Matter has been one of our favourite brands to develop from scratch where we developed a creative name that has direct ties to the business but will stick in people’s minds. This advanced recycling company turns waste back into its basic building blocks, essentially back to elements of matter. This name also opened the doors to a variety of creative hashtags including one of our favourites #becauseitmatters.

Choosing the right name for your business is a delicate balance between creativity and strategy that calls for meticulous research and creative ideation - two things we love to do. And we want you to have a brand name you can stand behind and will love for years to come. If you’re looking to give your brand a fresh face with a new name, contact us for a free consultation to learn more about our brand identity development services.

Grace Howes

AUTHOR: Grace Howes

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