How to find a new brand name for your product or service
Naming is more than finding a catchy name
Exactly! Naming is much, much more than finding a juicy, catchy name. It is a complex procedure that a whole team can work on: a marketer, a linguist, a manager, and a lawyer. Indeed, to find a good name, you need to research the target audience and competitors, come up with dozens of euphonious names, check the audience's reaction to them, find out if they have unexpected meanings and whether other companies already register them as trademarks. Finally, you must ensure that the proposed designations can be registered as trademarks and protected. Why is everything so complicated? Because naming is not about a memorable name, but about the tasks of your business: commercial, legal and communicative.
A good name should be minted in consumers' memory, successfully compete with other names and not cause confusion, be associated with the company and evoke positive emotions in the audience. Ideally, it should also have the potential for expansion - for example, if the company enters the international market.
Nine stages of naming
Naming is a complex job. But, whatever you're looking for a name for your product or service, it can be broken down into nine consecutive steps:
1) Determine the goal you are going to achieve with the combination of the name and the subject of marketing;
2) Conduct competitive market analysis and research the target audience;
3) Study the company: its competitive advantages, products and tasks that it solves, positioning, and so on;
4) Prepare a list of possible name options. Select the most appropriate names and their variations;
5) Conduct a thorough analysis of the titles according to the following criteria:
- Stylistics - the name should correspond to the image and style inherent in the target audience;
- Advertising suitability - the name should contribute to the promotion of the company in the market;
- Visual component - the name should open up space for various graphic interpretations of designers and also be suitable for use in different communication channels;
- Phonosemantic component - the name should evoke associations and emotions on a subconscious level.
6) Do a trademark registrability analysis and search;
7) Prepare various spelling options for the name, work out possible colours and fonts;
8) Conduct focus group testing;
9) Approve the final version of the name.
How to check if a name is not yet registered
Before registering the name you like as a trademark, you need to ensure that someone has not done it before you. To do this, you can use the free trademark check offered by Regimark - https://regimark.eu/search/
When you are convinced that the name you have chosen is not yet registered by anyone and is protected, proceed to register it. You can do it yourself under certain conditions; however, it is easier and safer to contact trademark attorneys.
Do not neglect trademark registration. Avoid potential losses in the future due to trademark infringement. Play it safe and register your trademark!