COMMON MISTAKES IN BRAND NAMING
COMMON MISTAKES IN BRAND NAMING
Monday, 29 October 2007 07:46
By Richard Mukoma
What’s in a name? I have often heard people ask this question, usually as a figure of speech, but more alarming, scornfully. Broadly, an individual’s name can to a certain extent enable you to glean their mind set or character even before you have met them. When you hear a name like Ngumunu wa Mwaura you subconsciously already begin seeing images of a person steeped in culture and you will not be surprised to discover when you meet him that he has other culturally inclined mannerisms, like traditional marriage. On the other hand a name like James Onyango projects a perception of mainstream Kenyan; while a name like Charlene Kimutai tells you that most likely the individual is below the age of 26, having been born in a generation where parents had begun experimenting with non biblical names. In addition to this when you hear of a friend who has changed their name, you expect to see a change in character as well, or at least a good attempt at it.
The world of branding is no different; a name tends to give consumers an idea of what the brand has to offer and who it is meant for. However, it is important to note that naming can be very subjective; think about it, have you ever turned down a suggested name for your child simply because it reminded you of someone you knew personally, and didn’t like? Similarly to how parents take great pains to agree upon the name of a newborn child, brand owners should put more importance to the naming process of their brands, because a name is the one aspect of a brand that you hope you never have to change.
Brand naming can appear deceptively easy, but in fact is a very challenging discipline that is most effectively performed by a specialist. Many companies globally end up engaging naming consultants after having tried unsuccessfully to name their product or service in-house. This is usually after considerable expenditure of time, effort and money and with no agreed upon names to show for it. Getting a specialist engaged from the onset is critical for the successful and efficient completion of a naming project. The expertise of a naming consultant alongside a well represented project team made up of experienced marketing and key executive decision makers, will lead to the creation of a powerful brand name.
Most marketing managers approach a new product launch with a systematic and clearly defined critical path for product and concept development, package design, advertising, public relation s and distribution. However, many take a haphazard approach to naming, which is one of the most important elements of a brands proposition.
Finding an available trademark today can be very challenging especially if you intend to create a global brand. Starting the naming process too late and ignoring the complex trademark issues can run a product launch project into trouble. Many companies have found themselves in a situation where they underestimate the necessary time it takes to create and register a name and then face a mad rush when the product or service is about to launch. This often results in higher legal fees and at times settling for a second best name.
Often companies do not spend time defining and agreeing on the strategic role of the name. This leads to the creation of a name that is descriptive and focused on the functional attributes of the product. This can be limiting as the brand promise evolves. In today’s highly competitive local and global environment, the strongest brands are the ones that transcend the physical attributes of a product, service or organization to form an emotional connection with the consumer. To achieve this, the name should set an aspirational target and remain flexible for the future.
In today’s global economy it is prudent not to overlook the global implications of a name; hence a thorough linguistic evaluation is a must. Even if the product or service is not intended for international sale, the internet has changed he notion of global commerce. Any product sold online can appear in a search anywhere in the world. Furthermore, a company’s business strategy can change and a product that was originally intended for one market only finds it way to other markets, but fails to fit in due to its name. A classic marketing example of this is when an American vehicle manufacturer launched their Nova model in Latin America. The car had an unfortunate reception because the word Nova means “doesn’t go” or “doesn’t work” in Spanish. Instead of becoming a big hit it became a big joke.
Very often great names fail because of low acceptance and understanding amongst its key stakeholders. A name is made successful by employees who actively and enthusiastically engage in delivering the unique brand promise that the name communicates. When launching a new brand name one of your initial objectives should be to effectively use internal communications to raise employee morale and excitement about the name. This is done by building awareness, generating acceptance, ownership and sustaining commitment. In this way you enable employees to better understand the brand promise and create a rallying call for success.
It is important to understand that a name is only one part of a brands verbal identity; the way a brand communicates through words and sounds. When creating a new name you should also develop the appropriate words t express that brand, creating a distinctive language. This includes a whole range of verbal expressions, from taglines to words used on signage, packaging, trade presenters, corporate mission statements or websites. A brand like Nike has developed its verbal identity so clearly and consistently over the years that they no longer have write the brand name or tagline alongside the logo.
The writer is the Chief Executive Officer of Interbrand Sampson East Africa, a strategic brand consultancy firm. Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
