Effective Method for Choosing a Memorable and Lasting Brand Name

Choosing the name of your company or product is a foundational step in starting your business. Will it stay in people’s minds? Will it become synonymous with success, an idea, or a specific universe?

Given how crucial this decision is, it’s easy to feel the pressure and lose focus. That’s why the ELLEVATE team has created a simple and effective method to help you select a brand name that will be memorable and showcase your values.

Here are the five essential qualities of a brand name that leaves a lasting impression. Introducing the SMILE method!

Suggestive: Evoke Something Specific

The first step in selecting your brand name is ensuring it’s suggestive. It must evoke something instantly and precisely. Don’t name a pair of shoes “automobile,” or create a brand for babies with an unrelated term. The name should immediately create a mental connection in the mind of potential customers.

Imagine a name that tells a story or sparks an emotion relevant to your business. This is the first step in capturing the hearts and minds of your audience.

Memorable: Create an Easy Association

Memorability is key when choosing a name. A name that evokes a familiar association will stick in people’s minds. Make sure it’s easily pronounceable by your target audience. For instance, if your audience is primarily Chinese, ensure that the syllables are not too difficult for them to pronounce. As with your growth strategy, your persona sets the tone here!

This means that if your target customers are decision-makers in the energy sector, asking your retired aunt, who worked in education all her life, for her opinion may not be ideal. While she may be wonderful and supportive, she won’t provide informed feedback because she’s not your target customer.

Therefore, the best option is to test the name with a few ideal clients and, most importantly, make sure you are comfortable with it. You’ll be the one representing it every day.

Less is more. Don’t complicate things for the sake of being complicated.

Imaginative: Aid Memory with Evocative Visuals

A name that creates mental images is a name that sticks. As you know, our minds work through mental imagery. When we say, “don’t think of a blue elephant,” that’s exactly the image you see!

So, use this phenomenon to your advantage. It works for everything: images, animals, feelings.

Fun fact: the human brain is the only one that can make you feel real emotions when faced with fictional situations. For example, if you read a scene involving a dangerous car chase in Paris, your brain will release the same chemicals as if you were actually in danger!

When naming your business, don’t hesitate to use terms that evoke vivid and memorable imagery. Mental imagery reinforces retention, turning your brand name into a visual reference for your audience.

Lasting: A Brand Name with Longevity

Your name shouldn’t be fleeting. It should have legs — meaning the ability to grow over time. Choose a name that offers room for expansion, can be adapted to new offerings, or scaled to different markets without losing its core essence.

For example, if you sell cakes, avoid choosing a business name with “cakes” in it, as it might limit your potential to expand into other products like cookies or ice cream. While your product can be called “cake,” your overall business should be more flexible.

This also serves you well if you plan to go international. Ensure that your name is easily pronounceable for English speakers, Chinese, Argentinians, and so on.

Emotional: Touch Your Audience

Lastly, a name that stirs emotions is one that stands the test of time. Choose words that evoke positive feelings or create an emotional connection with your audience.

As we mentioned earlier, the human brain is your ally here. Evoke the scent of a crackling fire or the soft sound of snow outside, and suddenly… there you are!

To make sure your brand stays in your audience’s hearts and minds, give them something powerful that resonates on a deep level.

To avoid a misstep, don’t hesitate to ask your focus group of ideal clients: What does this name evoke for you? How do you feel when you hear it? You might not be able to guess, but they can share their insights. 🚀

In the series of simple and effective methods, we’ve also prepared an article on the SCARF method for creating impactful advertising content.

No secret here — your name is more than just a label or a stamp; it’s the vehicle for your success. It’s the starting point of your story, your identity.

By incorporating these five qualities — Suggestive, Memorable, Imaginative, Lasting, and Emotional (SMILE) — into your brand-naming process, you’re laying the foundation for a brand that will stay not only in minds but also in the hearts of your audience.

So, are you ready to make the world smile with your business name? SMILE, it’s your time!

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