Crafting A Memorable Brand Name

Brainstorming Your Brand Name

5 people in an office brainstorming for a new memorable brand name. Writing different ideas on a memory board

Everybody knows that to brainstorm for a new brand name can be fun but also daunting. It’s easy to get mixed emotions and just loose track of what it is you are trying to achieve. I have in this blog tried to pinpoint a few hints and ideas so that to craft a memorable brand name does not become so difficult that you don’t even start your company.


Choosing the right memorable brand name is a crucial component of building a successful business. Fortunately, brainstorming a brand name can also be a fun and creative process if you follow the right steps.


These tips will help make your brand name stand out from the competition and resonate with your target audience.


Firstly, you need to identify your brand’s unique selling point (USP). This will help you craft a name that differentiates your brand from all the others.


Secondly, you must write down keywords and phrases related to your brand’s USP. Using a thesaurus can also help boost creativity. Remember, thinking outside the box is crucial while brainstorming brand names.


Thirdly, make sure to check the availability of the potential names as domain names and social media handles.


Finally, don’t forget to check with friends and colleagues to get feedback regarding your shortlisted brand names. Testing how potential names sound aloud and written down will ultimately help you choose a brand name that conveys the perfect tone and message for your brand.


Once you get this right, you will be able to come up with a memorable brand name. So that’s for the name but how about what is should look like? How do you visually create a brand name? 

Creating A Visual And Memorable Brand Name

Three people brainstorming to try to find the perfect name for their brand




First of all, creating a visually memorable brand name is essential in ensuring that an organization stays top-of-mind in the consciousness of its target audience. One key factor is simplicity. A brand name that is easy to pronounce, spell, and remember, will stick in the minds of consumers.


Additionally, the use of color can be critical in reinforcing brand identity. More importantly, choosing a color scheme that distinguishes the brand from its competitors while also resonating with the target audience could go a long way in securing brand recognition. When you pick a color scheme remember to look into the art of color emotions first and limit yourself in how many colors to get. Well, that is if you want to keep the cost of printing down.


Finally, incorporating unique visual elements to the brand can make it stand out from the crowd. Employing a memorable logo or unique font style that captures the essence of the brand could effectively solidify its image.  Other visual elements can be symbols or icons that you want to associate your brand with. Perhaps you only want to keep it simple with a wordmark


Visual And Verbal Harmony In A Perfect Name

Visual and verbal harmony are vital elements when creating a brand name. They both work together to shape the identity of a brand, and they need to be in sync to maximize the impact.

Visual harmony refers to how the visual elements of the brand, such as the logo, color scheme, and typography, align with its message and personality.


Verbal harmony looks at how the brand’s name sounds and relates to the meaning and essence of the brand. You can also describe verbal harmony with your own feelings. After all the most important part of picking a nd creating a brand name is that you LOVE it. 

The Most Essential Step For Naming Your Brand - Thinking Long-Term

A woman looking happily into a glass window.

Above all, thinking long-term when creating a memorable brand name is crucial because a brand name is not a temporary fix, it is a long-lasting asset. Furthermore, your brand name is what gives your brand its first impression, and it is often the first thing that customers will remember about your brand. Therefore, a good brand name should be able to withstand the test of time and remain relevant regardless of changing trends. Therefore your brand name must be associated with good things. 


Understandably, creating a memorable brand name that is unique, timeless, and relevant to your business can help build brand loyalty and establish your brand identity. After all, a strong brand name can make it easier for customers to remember your brand and differentiate it from your competition.


However, it is also important to consider the potential growth and expansion of your business when creating a brand name. A flexible brand name can allow for future branding opportunities and a wider reach to diverse markets. Why limit yourself after all? Another pfact is that this will become really important as well if you are thinking of  brand extension for your products. 


It is therefore essential to approach brand name creation for your business with a long-term perspective, putting in the effort and time to create a memorable and timeless brand name. Take your time to think about it. Again, it comes back to feeling it. 

Cultural Sensitivity

When choosing a brand name, cultural sensitivity is important to ensure that the name doesn’t offend or evoke negative connotations. For instance, a brand name that worked well in one culture might not be appropriate in another. Therefore, it’s crucial to research the culture thoroughly to ensure the name is appropriate. This involves considering factors such as the language, history, customs, symbolism, and beliefs of the target audience. Do remember this as the last hitting you want to do is to offend people, regardless of age, sex, religion or cultural beliefs.


A name that is acceptable in one language may have a negative meaning in another language, so it is essential to consult with native speakers of the language to ensure that the name is appropriate. Some companies do get the brand name really wrong. Of course, it’s also essential to consider political, religious and social sensitivities to avoid causing offense.


Ultimately, a brand name should reflect the values and aspirations of its target audience while being culturally sensitive to avoid negative associations. By taking the time to research and consider cultural factors, businesses can choose a brand name that resonates with their target audience and avoids cultural insensitivity.

Companies That Got Their Brand Name Really Wrong

A thumbs down in neon light to symbolise companies that got their brand name all wrong at one point

So, history is full of instances where companies got it really wrong. One example is the Swedish vacuum cleaner manufacturer, Electrolux, which attempted to enter the American market with the tagline “Nothing sucks like an Electrolux”.


Similarly, when Chevrolet launched its Nova model in Latin America, it was surprised to find that it didn’t sell well because “no va” in Spanish means “it doesn’t go”. Wont work. Probably not what they meant to say. 


Kentucky Fried Chicken made the mistake of translating its slogan “Finger-lickin’ good” into Chinese, which was interpreted as “Eat your fingers off”. Not great that one either. Recently, the fashion brand Zara faced backlash for naming a children’s shirt “White is the new black“.


Understandably, companies need to be mindful of cultural, linguistic, and social implications when choosing a brand name and developing their marketing strategies, and invest in thorough research to avoid costly mistakes. Make sure you have a lot of people actually reading it out loud. 

Choosing The Perfect Brand Name In A Foreign Language

So, you need to consider the following aspects if you need to create a memorable brand name in a foreign language. See our recently created logo design in foreign text to understand it better.

  • 1. Pronunciation
  • 2. Linguistic Appropriateness
  • 3. Test With Native Speakers
  • 4. Avoid Literal Translations
  • 5. Consider Global Appeal

More importantly it is recommended to work with native speakers to ensure accuracy in spelling and pronunciation. Test the brand name with different native speakers. After all, it is crucial to make sure that the brand name that you create is linguistic appropriate so it does not often anyone or make people think of bad stuff. Lastly, do consider global appeal. You can of course sell to your own niche of people but it will be important in the long run to appeal to the global market. Will potential customers know what you are talking about. If not, then start again. 

Crafting A Brand Name Is A Creative Process

Remember that most of all it is a very creative process. One that will take time. Let it take the time it needs. Even artists need to sleep on it. I usually tell my customers to sleep on the initial logo design concepts, for example. The first initial reaction is not always the one that is correct. You need to take a step back, great and ask yourself. Is this the perfect brand name for my company? Does your company have a soul and do you love the name? 


Ultimately, creating a visually memorable brand name requires a fine balance of simplicity, color, and unique branding elements that effectively communicate the brand’s message and differentiate it from competitors.

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