Make Your Brand Name Simple And Easy To Remember
Choosing a brand name is like putting a smile on the business. There is a simple but instructive Chinese proverb, which offers a helpful advice,
â€˜Don't open a shop unless you like to smile.'
A smile is no different from your company's name. Your name should convey something. For instance, your signage outside your business should
bring out some positive feeling. Or the name on your letterheads must be able to communicate warmth and sincerity. The question now is, what do we
consider in choosing a brand name to convey warmth, sincerity and openness?
The following are considerations when selecting a name:
Easy names sell. Think about â€˜Yahoo!', â€˜Google', or â€˜Nike.' According to social scientists Adam Alter and Daniel Oppenheimer, people tend to
favor words and names that are easy to pronounce. They argued that people feel more positively toward company names and stock symbols that are
relatively easy to read and utter. So if you have very long and confusing brand name on your letterheads, think again.
Easy to remember. A brand name that is long and confusing especially on letterhead printing is not an effective business strategy. Sometimes
business owners use their family names or some sort of acronym. Others would use a contraction of the names of the owners or the partners. It is not
necessarily bad to put one's own personal signature on the business or on the letterheads particularly, but have you considered the business side of
it? Recall that Calvin Klein used his name to promote his brand but his products are best known by two letters - â€˜CK.' The full name is relatively
easy to remember but those two letters are definitely much easier to recall.
Don't be ambiguous. What you want is to express what your company does or offers upon hearing your brand name. Additional research by
Oppenheimer has shown that overly complex language can produce a less convincing message. Using the results of his research and applying it on
how you choose brand names would l