Brand names are an important aspect in setting the tone and personality of your brand, as well as being a key element in marketing activity. Along with design and tone of voice, a name can be a means of differentiation and should reflect the overall brand strategy you’ve developed. The key to a great name should distinguish you from the competition. Don’t pick a name that makes you one of the trees in the forest, then spend the rest of your marketing budget trying to stand out.

At Redfire, we’ll help you think about how your different and what that means for your positioning and branding. We’ll help create a name that is the result of a clear positioning strategy. The key is to find a fresh way into the hearts and minds of your customers, redefine and own the conversation in your industry, and engage people on as many levels as possible. The best product and company names represent the ultimate process of molding these ideas down into a word or two.

Every brand naming project is unique and our process is tailored to suit your budgets, requirements and objectives. We make sure that all aspects of a work plan are designed to complement your naming project, corporate culture and time frame. As with any plan, it’s all about inspired execution.

On the whole, a brand name falls into one of a few types, which can be arranged along a kind of spectrum of attributes. These attributes are:
Functional/Descriptive, Invented, Experiential or Evocative.

Functional or Descriptive brand names simply say what the company/brand does. For example:

Air New Zealand
BMW ( Bavarian Motor Werks)
AA (Automobile Association)

Invented brand names. There are basically two types of invented names for products or companies;
1) Names built upon Greek and Latin roots or 2) Poetically constructed names that are based on rhythm and the experience of saying them. For example:

Google
Fonterra

Experiential brand names rise above descriptive names because they are more about the experience than the task and offer a direct connection to something real, to a part of direct human experience. For example:

United Airways

Evocative brand names differ from others in that they evoke the positioning of a company or product, rather than describing a function or a direct experience. For example:

Virgin – airlines
Charlies – orange juice

Redfire has developed an in house process with nine ways to evaluate and develop great brand names. Give us a call or drop us an email and we can discuss how we can help with your next brand or product naming opportunity.

HOW CAN REDFIRE HELP WITH YOUR BRANDING:

Redfire has significant experience in brand development and brand design. We look at brand building in a very strategic manner ensuring our brand development work elevates your unique point of difference and brand personality to the forefront. If you're looking for brand developers who are passionate with all things branding, then we would be the ideal brand agency you should consider. We cover everything from brand strategy, brand design, brand identity, rebranding, brand management, brand marketing through to product branding.