The naming is the first impression of a brand.
Having a good naming has a great relevance in the brand creation process. Dedicating time and effort to it from the beginning can save us a lot of resources and problems in the future, both at a legal and positioning level.
But we cannot forget that a brand is much more than its name. After all, the naming is only a part of what we stand for. As we often tell our clients, names are an empty box that fills up with content over time.
Creating a new name is not an easy task, happy ideas are not enough. Nor is there such a thing as the perfect naming, the one that tells everything about the brand.
A good naming has to be appropriable and registrable. It must project the meaning of the brand in some way (directly or indirectly, literally or figuratively). It should represent what we are today and what we want to be tomorrow, and do so in a memorable way. It must go beyond fads and be mindful of possible negative connotations in our target markets.
For a long time, it has been said that naming should have a good sound, be short and easy to write, but it has been shown that these are not necessarily essential qualities for a good name (just look at cases such as Schweppes or Haägen-Dazs).
Because a good naming has to work more than just being liked. To build a network of associations and meanings that help us to build the desired positioning without limiting our competitive capacity in the future.
The objective is to create more than a name, a symbol. To give life to a unique and evocative naming, around our own semantic territories, which will make us an icon for our users and for the sector.