10 tips for choosing the perfect brand name

Amazon, Apple, Dove, Nivea, Twitter, Starbucks... They ring a bell, don't they? Of course they do! Those names are stuck in your head and, even if you want to, you can't get them out. They are not just words, they are sensations, memories, emotions. They make a difference.

Now, the big question: how the hell do you create a good brand name that sticks to you like gum on your shoe? No, there is no magic formula, but there are tricks. Structures, combinations, sounds, letters... everything adds up to make a name persuasive, memorable, different, and most importantly: that it works.

Here in ORIGEN we know it well. A perfect brand name does more than describe a product: it gives it SOUL. It turns it into something that connects, that generates memories, that works in any culture or language. A good name stays, it resonates, it changes everything.

And so you don't have to rack your brains, here you have 10 tricks that will help you find that name that will make your brand stay in the minds (and hearts) of your customers.

1. Choose the type of name you are going to use.

Don't make it more complicated than it needs to be. When it comes to names, there are 10 types of basic brand names, and each one has its own style. Here I explain them for you to have it clear:

• Descriptive: They don't have much science, they say what you do and that's it. They are practical but have zero emotion. Examples: General Motors, Banco Santander. Straight to the point, yes, but boring to death.
• Associative: This is where it gets interesting. You take two words and mix them together to tell a story. Top examples: Pinterest (Pin + Interest), Facebook (Face + Book). More creative and sparkling.
• Conceptual: Words that have nothing to do with your product, but that generate sensations. Example: Dove (pigeon) for soap or Apple (apple) for technology. They have no logic, but they work well (if you become famous, otherwise you can be labeled half-weird).
• Neologistics: Words invented out of thin air. Perfect to be remembered and no one will copy you. Example: Rolex o Kodak. Here you are the one who gives it meaning.
• Abbreviations with acronyms: If efficiency is your thing and you don't mind sacrificing emotion, use acronyms. They are cold, but functional. Examples: BMW (Bayerische Motoren Werk), IBM (International Business Machines).
• Abbreviations with acronyms: One step further. Here you play with the letters to make them form a real word. Examples: NASA (National Aeronautics and Space Administration), FedEx (Federal Express), VADAVO (VAlenciana de DAtos y VOz). They sound better and are easier to remember.
• Onomatopoeias: Why not take advantage of sounds that already exist? Imitating natural sounds can be very useful. Examples: Kit Kat, Boing, Crunch. They are fresh, fun and full of personality.
• Etymological: If you're into classics, you can use words with ancient roots. Using Latin or Greek gives an air of sophistication. Examples: Volvo (from Latin "I roll"), Nivea (from Latin "snow white").
• Patronymic: Use the name of a person, either historical or the founder. Examples: Disney, Valentino, Chanel, Ford. Direct and emotionally charged.
• Toponymic: Place-based. Perfect if you want to take advantage of the meanings and associations that a place brings. Examples: Patagonia, Seat Cordoba. They transport you to another place.

2. If you want to strike a chord, use a conceptual brand name.

A conceptual name has a brutal power to communicate more than meets the eye. You don't need to put everything your product is in the name, that's boring and no one will remember it. If you want to convey delicacy, beauty, purity... you can't just blurt it all out in a descriptive name, because you'll ruin the magic.

This is where deviant names come into play. For example: Dove (dove). You hear that word and, without thinking about it, your brain already associates it with something soft, pure, beautiful. You don't need to say it literally, the word does it for you. That's the magic of a good deviant name. You transmit sensations without the need for explanations.

3. Do you want to do well in SEO? Use a descriptive brand name

If you want Google to love you, a descriptive name can be your best friend. Why? Because search engines love clarity. If your name says exactly what you do, you're more likely to be found before your competitors.

Just don't expect it to be the most creative name in the world. But if you want to rank higher in Google and be found straight away, it works.

The key here is simple: clarity. If your name makes it clear what you're about, search engines will treat you with affection. So, if SEO is your priority, sometimes direct and simple is the most effective.

4. Do you plan to expand internationally? A neologistic name is your best friend

If you are thinking of selling your product outside your home country, forget about names with double meanings or strange meanings in other languages. What you need here is a name neologisticthat is, a completely invented one. You create it from scratch, like a blank canvas. The best part? It doesn't need translation, because it doesn't have a previous meaning that could mess it up in other countries.

But be careful, don't get too excited without doing some research first. Make sure your new name doesn't mean something inappropriate or laughable in other languages. Because, trust me, you do not want to that the same thing happens to you as to Toyota with its model MR2 in France (which sounded like "emm er deux", "en merde" or shit) or to Mitsubishi Pajerowhich had to change its name to Montero in Spanish-speaking countries.

The key here is to be original, but not blind. Come up with a name that sounds good in any language, and you'll be ready to take on the world without unpleasant surprises.

5. Combine words if you want something memorable

When you want to create a name that connects with your audience and is memorable, the associative names are a safe bet. Here are some proven and easy techniques to do it:

• Combine two words: It's the classic, but it still works like a charm. Examples: You + Tube = YouTube, Volk's + Wagen = Volkswagen. Easy to remember and straight to the point.
• Delete some letters: Sometimes, less is more. Take a long word and cut out the unnecessary. Example: Excellent becomes Excel removing "lent". Simple, but effective.
• Replace letters: Changing one letter can give a fresh twist to a common word. Example: de Video change the "d" for an "m" and you will get Vimeo. Much more original and easy to remember.
• Modify spelling: Why not? Changing the spelling can make your name stand out effortlessly. Example: de Fantastic change the "c" to a "k", and you get Fantastik. Sounds familiar, but not the same.

These techniques don't fail. They are simple and creative, perfect for finding that name that will be impossible to forget (like Iniesta's goal).

6. Avoid descriptive names unless you have no other choice.

Descriptive names are a last resort, because let's face it: are not memorable nor distinctive. They don't make your brand stick in the consumer's head or stand out in a saturated market. At ORIGEN we always say that you have to distinguish the product, not describe it. If you give the consumer something unexpected, they will remember it. If you give them the obvious, they will forget it.

Now, all is not lost. Descriptive names have their superpower: the relevance. They work very well in informative products or where clarity is everything. Clear example: "Book of 100 Mediterranean recipes". Here you don't need any frills, just be clear and direct.

The rule is simple: use a descriptive name only if your product cries out for it. If you can avoid it, go for something that challenges and engages. That's what resounds.

7. Sounds matter (and a lot)

Names are not only read, they are listen. And believe it or not, the sound of words has a brutal impact on how your brand is perceived. Each sound evokes something different in the consumer's mind. So, when choosing a name, pay attention to how it sounds, because that's the key to the reaction you're going to provoke.

Some examples:

• High-pitched soundsThey are associated with things small o weak. Do not use sounds like "i" if you want your brand to convey strength.
• Hard sounds like T, P, K and XThey transmit energy, power, something that does not go unnoticed. Example: Exxon. Sounds strong, doesn't it?
• Soft sounds like S, V, Z and FThey give a feeling of dynamism and lightness. Think of Sveltesse Nestlé, it sounds fast, agile, fluid.
• C and Z soundsThink of brands such as Citroën o Zara. Both convey professionalism and efficiency. The "C" sounds precise, like something well done and reliable, while the "Z" adds a touch of modernity and dynamism without losing that air of seriousness.

So don't underestimate the power of sound. Choose well and you will see how a simple name can convey much more than it seems.

8. Imitates the sound of your product and you'll have a brand name that resonates

Here's a trick that works like a charm: create a name that sound like what your product doesWhat do I mean? Those names that you can almost listen when you pronounce them. This is pure gold because the consumer not only reads the name, but automatically associates it with the sound of the product. It's like bringing the brand to life.

Clear example: Tic Tac. That name needs no explanation. You hear it and you know it sounds just like the little box of candy when you open and close it. It's so obvious that you can't forget the sound or the product.

Another example: Zippo. The name of this famous lighter is a clear example of onomatopoeia. The "zip" mimics the sound of the metal cap opening and closing. Not only is it easy to remember, but the sound reinforces the product experience. Every time you hear it, you think of that distinctive "click" of a cigarette lighter. Zippo.

But be careful, don't be too clever. The sound has to be obvious, because if the customer doesn't catch it on the fly, you've killed the strategy. So if your product has a recognizable sound, use it. It will make your brand stick in the mind like a catchy refrain.

9. Concrete nouns = strong emotions

If you want a name that is not literal but connects emotionally with the essence of your product, I recommend that you use an specific nounWhat is that? Well, words that we all know, things that we can touch, see or feel. No abstract concepts or complications, here I'm talking about clear words like "car", "water", "light" or "cloud". Something that evokes an image in the mind instantly.

For example, the brand name Mustang. It's not just a car, it's a wild horse. What does it evoke? Independence, freedom, strength. Perfect for a vehicle that wants to convey all that.

Another brutal example: Amazon. The longest and largest river in the world. That name gives the feeling of something giantThe company is a dynamic, unstoppable, never-stop-flowing company. Just what a gigantic online store like Amazon wants you to think when you hear his name.

See, deviant nouns with concrete nouns make you feel without having to say it all. And that, my friend, is gold.

10. Numbers only when they are useful

Brand names with numbers are useful, but be careful, they do not work in all cases. If you are going to use them, use them for one good reason. Numbers have their magic when they contribute something, not just for the sake of it. Here are a couple of examples where they work like a charm:

• Chemical formulas or perfumes: If your product has a special composition or is a specific version, the number adds up. Think about Chanel Nº 5. That "5" is not just a number, it is part of the legend.
• Technology products: Here are the numbers sing. Phones, computers, airplanes... if yours has versions or models, use the number to mark the difference. Example: iPhone 16, Boeing 737. Numbers in these cases are synonymous with progress and evolution.

The key is simple: if the number provides something to the name and reinforces your identity, use it. If not, forget it. Numbers aren't for everyone, but when they fit, they work wonders.

Did you find these tips useful? I hope so. In the end, the brand name is the first contact your customers are going to have with you, so make sure you get it right.

If you are interested in the naming and you need help creating a name that really connects, at ORIGEN we can give you a hand. We are experts in branding, web design and digital marketing. We make your brand stand out, and that, believe me, is priceless. Write to us!

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