Countless different elements go into a company’s branding – but here we’re looking at perhaps the most important one of all. As a leading brand agency, SOZO has seen first-hand how choosing the right brand name can help you instantly stand out against the competition, create a powerful first impression and ensure you’re remembered by prospective customers.
On the flipside, a bad brand name can misrepresent your company, create negative associations and cost you sales. Since 2000, SOZO has helped more than 300 businesses develop their branding in Cheltenham and beyond – starting with a brand name that sticks for all the right reasons. Here’s how.
What makes a good brand name?
Every good branding agency knows a world-beating name when they hear one. Consider the best-known global brand names, and while there’s no hard and fast rule, you’ll spot one recurring theme: they’re all simple, snappy and easy to remember. From Apple, Sony and McDonald’s to eBay, BBC and Coca-Cola, short and sweet wins every time, and that should be the first consideration when choosing your own.
What else should I consider when choosing a brand name?
Above all, it’s vital to choose a brand name that sums up the essence and spirit of your company, painting a vivid picture in your prospective customers’ minds of the experience they’ll get by choosing your product or service.
But as SOZO’s brand agency experts will remind you, it’s frustrating to dream up the perfect brand name, only to discover the domain name is taken. When you’re brainstorming brand names, keep a site like 123-reg open on your desktop, checking the availability of the various domain names (eg. .com, .co.uk, .net) and logging the results on a spreadsheet.
How can a branding agency help me choose a brand name?
At SOZO, we offer a full branding service that spans from designing your logo to developing your brand strategy. But for many of the clients who visit our branding agency in Cheltenham, the first challenge is to settle on a name that sums up what they’re all about. That’s where our branding agency experts swing into action, sitting down for a briefing session with our clients to understand their company’s attitude and ethos, then embarking on the ultimate blue-sky thinking session.
For example, we were approached by Martin Phillips to design a logo for his new business, which he planned to name Wye Sustainable Energy. Although this name does indeed describe the location (based near the river Wye) and what the company does, we suggested spending a little time thinking about the name before we embarked on designing the logo. After a brainstorm with our design team, we came up with the name ‘WYSENERGI’: a clever play on words that is inspiring, memorable and made our job of designing his logo a joy!