Factors To Consider When Creating a Brand Name

The name is an important aspect of a brand. It can tell what an entrepreneur does and lead potential and target customers to the business. This fact means that a brand name should be precise, provocative, and give room for expansion, if there is need. Besides, most businesses follow the going concern principle of accounting which assumes that operations will continue in the foreseeable future. The words chosen for a brand name should be impactful and memorable in order to draw a larger audience. Customers should also be able to remember a brand when they interact with it. The main factors to consider when creating a brand name include confirming the availability of the domain name, checking the sound of the URL, addressing all legal issues, considering spelling and pronunciation, and taking the multilingual approach.

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Factors to consider when creating a brand name
  • Confirming the availability of the domain name. Domain identity is an important factor to consider when creating a brand name. Besides, most businesses now connect with customers via the world wide web (WWW). In most cases, when searching for domain names, the most common ones are already taken. This fact means that it is vital to be creative by coming up with a brand name whose domain identity is unique and, at the same time, communicates the nature of the business. Customers should be able to know what the business is about by just looking at the domain name. It is also preferable to get a dot com domain because most internet users, including those that are not tech savvy, trust it. The other extensions such as dot org can also work if the dot com domain is already taken. However, in such a case, customers will still prefer to visit the dot com one. The brand name should also come first before the domain identity. Therefore, an entrepreneur should not choose a brand name based on the accessibility of the domain identity. Furthermore, domain names should be one or two words that can easily be recognized by website visitors. If one word is already taken, it is better to add a second one that complements the brand name without distorting the meaning. The domain name is crucial in ensuring that a brand is recognized in the WWW.
  • Checking the sound of the URL. The sound on the URL is an important factor to consider when creating a brand name. Most people who visit the WWW are looking for the shortest way possible to access information. They can either type the URL or use key words in search engines and expect to get instant results. Therefore, it is vital to consider the sound of the URL when coming up with a brand name. Those typing the URL would prefer short domain names to easily access websites or information. Besides, short connotations make it easy to access brands on search engines. The URL should also be easy to read and spell. Long URLs tend to attract less visitors because of the connotations which are likely to distort the meanings. Moreover, even without search engine optimization, short URLs are easily indexed on search engines, as compared to long ones. The sound of the URL should also be easy to remember. This approach will guarantee return visitors to the website. If the sound of the URL is the brand name, visitors are likely to refer other users, which is also a way of promoting the site.
  • Addressing all legal issues. Legality is an important factor to consider when creating a brand name. Besides, brand identities can raise various legal concerns. Some of the most common ones relate to patent, copyright, and trademark. When coming up with a brand name, it is vital to check if the chosen one has been registered by another party. It is, therefore, vital for an entrepreneur to conduct the necessary searches before settling on a brand name. Legal issues related to brand names can also result in lawsuits which can tint the image of the company. Furthermore, finding new names after lawsuits can mean losing customers since they will go for the brands that they are used to, especially if they offer similar products and services. Therefore, it is vital to seek the services of an attorney or confirm with the relevant authorities before registering a brand name. Such information can be obtained online depending on the jurisdiction. Domain name searches also automatically show the names that have been taken, which makes it easy to choose a brand identity.
  • Considering spelling and pronunciation. Spelling and pronunciation are vital components of a brand. Therefore, this aspect is one of the most important factors to consider when selecting a brand name. The spelling should directly portray what the company is selling. This approach also helps in making the brand visible in search engines. As much as it is vital to make the brand name catchy, it is advisable to use correct spellings for particular words. Most entrepreneurs change spellings if the domain or business name that they prefer is not available. In such a case, it is better to come up with another business name that depicts what the brand is all about, rather than changing the spelling. Pronunciation also depends on the language. For instance, a French brand name should be easily pronounced in the native language, rather that a foreign one, such as English or Italian. Therefore, entrepreneurs should make it easy of customers or target audience to detect the language of a brand by using the correct pronunciation.
  • Taking the multilingual approach. Multilingual approach is one of the most vital factors to consider when selecting a brand name. Besides, with the development of the internet and the WWW, most brands can now be accessed from any part of the globe. This fact means that boundaries have now been opened in terms of marketing. Taking a multilingual approach is important when selecting a brand name because it gives access to multiple regions, countries, and cultures. Besides, a word can have a specific meaning in one culture, and a different one in another. Therefore, it is vital to conduct research to ensure that the words used in the brand name are not offensive or inappropriate in different cultures. An entrepreneur should, therefore, select connotations that are acceptable globally, or by a majority of nations. For instance, Apple Inc. selected the brand name from the apple fruit, which is universally known. The brand name is also precise, which makes it easy to remember. Therefore, it is vital to consider the multilingual approach when selecting a brand name.

Branding is an important aspect in marketing. The brand name, specifically, makes the company known to the target audience. When creating a brand name, it is vital to confirm the availability of the domain name, check the sound of the URL, and address all legal issues. It is also important to consider spelling and pronunciation, and take the multilingual approach. This way, the brand can easily be be recognize by potential and target customers worldwide.

Joshua Omolo

Founder and Managing Director at Joshua Omolo & Associates Limited (JO&AL). JO&AL is a knowledge-based company whose clarion call is to “help people and businesses get out of the cubicle and create wealth.” The company has combined different methods of making money to create effective resources for beginners and experts. The focus is to conform to the global changes brought about by information technology. JO&AL’s commodity of trade is “Knowledge”. We are a reflection of a transformation that is taking place in our national and global society. Currently, learning is continuously being redefined for formal and lifelong learners in both public and private sectors. Consequently, we deal with affiliates, advertisers, agencies, and entrepreneurs. Our private fora coach individuals interested in leveraging their careers for business.

Joshua Omolo

Founder and Managing Director at Joshua Omolo & Associates Limited (JO&AL). JO&AL is a knowledge-based company whose clarion call is to “help people and businesses get out of the cubicle and create wealth.” The company has combined different methods of making money to create effective resources for beginners and experts. The focus is to conform to the global changes brought about by information technology. JO&AL’s commodity of trade is “Knowledge”. We are a reflection of a transformation that is taking place in our national and global society. Currently, learning is continuously being redefined for formal and lifelong learners in both public and private sectors. Consequently, we deal with affiliates, advertisers, agencies, and entrepreneurs. Our private fora coach individuals interested in leveraging their careers for business.

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