A practical guide to finding a name for your brand

According to the independent American company Forrester Research, 50% of every purchasing decision is motivated by emotion. Translation: when I buy a product that I like, I also buy its branding, its concept. I buy a share of what this brand evokes in me, This is the deep feeling I get from owning this product. Isn't the Apple brand one of the best examples?

Consumers are inclined to appreciate a brand when it doesn't try to be arrogant, but authentic. This shows that the brand is focused above all on the customer experience. Consequently, the choice of name is crucial. Names that are too descriptive will be received with less enthusiasm, because they don't challenge or stimulate us intellectually. They require little imagination and reveal nothing about a company's personality or values. Let's take a look at the basic principles of good brand naming.

01. Availability and protection

The most important element in naming a brewery is, in this densely populated sector, the availability of the name. Is there another brewery, winery or distillery with the same (or similar) name? What about a similar beer name? Is the name your URL is available ? Is the same true for social networks? All this may seem tedious, but there are so many trademark registrations and restraining orders that these questions are crucial before you take the plunge.

02. Differentiation

Your name should reflect your message, your aura and your values. Do you have a stirring special? Is there anything special about your team or your location? How did you start this adventure?

For example: The Debauchery has chosen a name that reflects its offbeat, experimental side. The designs of their beers are full of creativity and provocation, and all made from this craft brewery a coherent, disruptive entity in its own right.

03. Memory

Having a name that's easy to pronounce or spell is a major advantage. But being memorable doesn't necessarily mean having a short name. It can certainly be a good way to stay effective, but beyond size, your company name needs to be easily pronounced by people.

When it comes to range and product variations, creative approaches can be envisaged. For example, over the years, Ford has given creative names to its models beginning with the letter F: Fairmont, Fiesta, Futura, Falcon, Festiva, Focus.

04. Emotion and pronunciation

We like it when a company name surprises us, entertains us or gives us a little dose of dopamine. A great way to tap into the power of suggestion is to use a symbolic word or metaphor involving a comparison. For example, would you like a name that illustrates the fact that your company has a well-established reputation? Try words that suggest strength, power or longevity.

Just like the feel of a good beer on the palate, names, too, leave a «mouth impression». It can be hard to quantify, but a powerful company name is often a fun name. This can be an important element of your Brand Research. For example, consider a name with alliteration (repetition of one or more consonants), a provocative name or a short phrase.

Also consider the fact that if you opt for a catchy name, you'll be able to monetize it through merchandising. How about this: instead of having to pay for advertising, it's the merchandiser who can monetize it. your customers who will pay you to advertise!

05. Flexibility

Ask yourself: does your company name lend itself to a broad brand theme or campaign? Think about your iconic beers and ask yourself how their names might convey your message, your values, your story.

A name with a strong theme can lend itself to countless puns and creative editorial opportunities. In the jargon, this is known as «verbal branding». A strong theme is extensible to various elements that make up a brand, such as slogans, product names, promo codes, blog posts, newsletters, hashtags, passwords, trade shows, domain names and sometimes even job titles!

For example, Tin Man Brewing Co. opted for a name that played on the theme of robots and electronics. The lexical field is thus quite broad for their communication strategy. Their can designs illustrate the theme and the name of their beers Circuit«, »Alloy«, »Rivet«, »Overlord«.

06. Portability

Your name shouldn't stand in the way of your growth. If your brewery or company is growing, it would be a shame if your name became a hindrance to that expansion. You may want to avoid naming your products after fads, or giving them a jargon that's too local, should you end up distributing the product further afield. Consider the possibility of targeting different markets, such as the soft drinks for example. Generally speaking, keep an open mind so that you don't have to change everything 5 years later.