Branding & Naming Expert President of Tungsten Branding
How to Gain Fame at the Name Game
When it comes to company naming the most important goal is communicate the brand message, the core essence of the business. In other words, the business name should convey some key attribute or point of differentiation that makes the company stand out.
The added plus, (the proverbial icing on the branding cake,) is to also have a name that’s unique, memorable and “sticky.” That can be accomplished with any number of linguistic tricks, such as using metaphors or alliteration. One of the “stickiest” of all verbal branding techniques is rhyming. Brand names that rhyme stand out because of their innate musical quality. They anchor in the brain and create higher recall. Here are a few examples of fun company names that rhyme, (and a few that rhyme and still convey a message!)
So if you’re in the game for a new company name, remember there’s a fine line between being creative and cute-sy. Make sure the name reflects your company’s pivot point, the key benefit around which all your products and services revolve. And then, (and only then,) if you can add some linguistic dressing (e.g. alliteration, rhyming, play on words, etc.) then by all means do so! Have some fun, let your creative muse free. To quote the master himself…
“Today you are You, that is truer than true. There is no one alive who is Youer than You.” -Dr. Suess
So if you spend some time, and use your mind, you too can create a super-duper grand brand!
About the author: With over twenty five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. As a sought after branding expert, Phil has been quoted in The Wall Street Journal, Inc.com, Businessweek, Entrepreneur, and Newsday.
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