Deciding Your Name Type
Lesson 8 from: Brand Naming Bootcamp: Learn How To Create Memorable NamesScott Lancaster
Deciding Your Name Type
Lesson 8 from: Brand Naming Bootcamp: Learn How To Create Memorable NamesScott Lancaster
Lesson Info
8. Deciding Your Name Type
Lessons
Introduction to Brand Naming Course
01:58 2The Secret to Creating the Perfect Brand Name
01:23 3The Three Brand Name Types
02:56 4The Neuroscience of Making Your Name Sticky & Memorable
02:25 5The Most Dangerous Brand Naming Mistakes
02:14 6Getting into the Right Mindset for Brand Naming
01:35 7Finding Your Core Message
03:36 8Deciding Your Name Type
05:13Creating Names with Different Naming Methods
05:18 10Using Chat GPT to Create Great Brand Names Faster
03:22 11Brand Names That Rank Best on Google
01:36 12How to Do Worldwide Trademark Checks
01:45 13How to Get a .Com Domain for Any Brand Name
01:55 14Setting Up Your Branded Business Emails
04:25 15Securing Your Social Media Handles
00:52 16Time to Show How Great You Are - Brand Naming Assignment
01:35Lesson Info
Deciding Your Name Type
Now deciding the brand name tag that you go for can feel a little daunting at first, but please do not worry. The worst thing that can happen is that you choose the wrong one and nobody understands your brand name and then your business feels miserably. But that's why we're here to make sure that doesn't happen. Now, if we cast our minds back to the previous lesson, we'll remember the three different types of brand names, but which one is right for you. Now finding the approaches that is gonna be best for you is gonna be down to the message that you want to communicate your industry and the objective for your brand name. Now that can seem like a lot to process and it kind of is, but there's a way that I can literally give you the exact brand name type that is going to be perfect for your particular situation in less than 30 seconds. 29 28 27 26. Let's get started. So, descriptive brand names are usually best for B to B companies that want to come across as super professional, credible ...
and trustworthy. This is when a company wants to see exactly what they do just to seem safe and to tell people exactly how they can help them. Now, suggestive names are actually the most popular choice when it comes to brand naming, simply because they have an element of mystery and they can spark curiosity within the customer, which ultimately makes the names more memorable. They can be used for any type of brand name in any type of industry apart from if you want, it seems super serious and super corporate. Now, if you do still want to have a slightly corporate and serious brand name, but you still want to be a little bit suggestive, then you could read it back a little bit and go for a suggestive slash descriptive approach. And that will ultimately give you the best of both worlds and you can kind of play around with the percentages of suggestiveness to directness and ultimately come up with your own formula to find the right balance for you. For example, if you want your brand name to be a little bit more on the creative side and a little bit more kind of playful, then you would have a more suggestive approach as opposed to the descriptive factor. And if you wanted to see more professional and credible, you would maybe have around 20% suggestive to around 80% descriptive, getting this balance find and playing around with both to see what works for you is going to be key to you finding a name that fits your company best. If your target audience are quite serious and very level headed, then a descriptive approach is going to be best for you. But if your target audience is more kind of down to earth and a little bit more approachable, then you might want to go for a more suggestive approach which leaves the charming and much loved abstract name type. So abstract names are great for three main reasons. One, when you're gonna sell a wide range of different products, two, when you are struggling with trademarking issues, and three, when you want a clean.com Domain, the reason I mentioned what you're selling is you never want your brand name to restrict what you can sell as a product or service. So you need to think about this for the lifetime of the brand, not just what you're selling right now. For example, applic can sell pretty much anything. It was because it hasn't limited itself from a naming and communication standpoint to only selling computers and technology. Dunkin Donuts, however, probably couldn't start selling computers tomorrow. And in fact, this was one of the main reasons why Dunkin Donuts changed its name to Duncan in 2018 because they wanted to start offering a wider product range of coffee and other snacks. And because abstract brand names are usually very unique and distinctive because they're not similar to anything else that's currently out there. It makes them easier to protect from a trademarking standpoint. This can be super useful but in particular categories which are very competitive in regards to trademarking due to low barriers to entry. If you're wondering which trademark classes are more competitive than others, I'm gonna show you a little bit later on in the course when we get to the trademarking lesson. So we'll cover all of that later. Do not worry mixing an abstract approach with a suggestive approach can actually be a really great recipe for success for so many different companies, especially starlit and technology companies. The reason being is that having the suggestive elements can really give you a little bit of meaning in the name and it can also or really communicate something meaningful to your brand and what you offer. And on the other hand, the abstract approach gives you a little bit of protect ability and also gives you lots of creative freedom to get a really great.com domain. Not to mention that abstract names generally have a much better mouth feel and 321 perfect timing to start selecting the name type for our cybersecurity company. Now, after thinking about it, I know that I don't want a descriptive name because I want the name to feel a little bit more modern approachable. And he and having a more descriptive name would just make me look super corporate with super professional. And then on the other end of the spectrum, I also don't want the name to be too abstract because I want the name to have a little bit of meaning and connection to what the company does and what they can offer. See the objective for me is to find a brand name which can connect instantly with the target audience that they're trying to attract. And if I can do that, it's gonna help them sell more services more quickly and it's also gonna help them generate more revenue and profits. So after discarding descriptive names and abstract names, I'm kind of left with everything in between. So suggested names and then suggested names with a little bit of an abstract feel and also suggested names which are a little bit more on the descriptive side. So I'm feeling pretty confident about this and I think we should lock those in and move on to the next step of the process. So I will see you in the very next lesson.
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