The identity of a brand, product, or service begins with the words it chooses to present itself: name and tagline. They regulate how your brand is introduced to potential users and offer the elements that tend to stay in people's minds.
However, in a world saturated with nouns, businesses, and novelties, it might be hard to stand out and be unforgettable. That is why the name and tagline should be easy (simple to understand and pronounce), memorable, and speak the same language as the target audience.
A preliminary analysis of naming and tagline is, thus, the necessary starting point.
Naming: who you are
Whereas the logo contributes to the graphic identity of a brand, stimulating visual language and photographic memory, the name provides the brand with a verbal identity. Just like proper names, it offers customers a way to call the brand and makes it unique.
Many believe that creativity is the only parameter that counts when choosing a name, but a good one should also be:
On the other hand, there are also a few don'ts to consider:
Moreover, do not forget that a name should tell people who you are, not explain what you do.
Tagline: what you are
Your tagline accompanies your brand name, supporting its identity and explaining what the name alone cannot.
Its objective is summing up in a few words your values, telling its story and promising something to people. This slogan sounds like a refrain and, when well devised, can make you think about the brand even without naming it.
Just do it. Think different. I’m Lovin' It. Let's go places. Do these taglines tell you anything?
You have probably recognized in a blink of an eye Nike, Apple, McDonald’s, and Toyota.
Analogously to the name, an effective tagline must comply with specific characteristics:
Like any decision, a well-structured tagline needs time, research, and plenty of reasoning. Finding the right direction is a challenging task. Here is a very preliminary hint that would make a good starting point: think about the actual reason for your business. Start from your mission, values, and goals, list your strengths and what makes you different from competitors and start writing down all the words or sentences that come to your mind, even if they are banal. Frequently, simple ideas can lead you to great slogans!