Naming and Tagline: the Power of Names

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:

• Original
  That is distinct from competitors, especially those in the same sector, making your brand neither identical nor like others.

• Memorable
  The first goal of a name is to allow people to remember your brand easily. The most complex to spell and pronounce, the most complicated for people to keep in mind and suggest to friends.

• Appropriate
  Your name should be representative of the nature of your brand, product, or service, as well as be in line with its history.

• Brief and catchy
  The shorter, the easier to remember! However, it also must be captivating when pronounced, making its memorization faster.

• Coherent with your tone of voice
  What fits best for a law firm willing to project professionalism? An ironic and funny name or rather a formal and straightforward one?
  That is what we mean by coherence.

On the other hand, there are also a few don'ts to consider:

• Don't be generic
  Mega, Ideal, and Super are all extremely vague concepts that might work for numerous products and sectors. Therefore, you should avoid using them.

• Don't evoke negative feelings
  It might seem obvious, but one should pay close attention to the possibility of choosing a name that might suggest unpleasant images.
  It is pivotal to test it with other people and take into account the reactions of those who know what the brand is about and those who do not.

• Don't underestimate the use of geographical names
  They represent a double-edged sword. On the one hand, they immediately identify a region or place, such as the target area for a travel agency. On the other, it could prove arduous to protect them from a legal point of view.

• Don't be too specific
  Although it may seem clever to use a word related to the typology of products and services your brand deals with, you might want to change them in the future, introducing new products or diversified services.

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:

• It needs to be easy to read, pronounce, and remember. 

• It should be pleasant to hear and positive.

• It should be concise, usually not longer than six words.

• It must be honest as it stands for a promise. There is no need to lie or promise the impossible. 

• It should be unique and memorable, just like your name.

• It needs to be clear, unambiguous, and intelligible.

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!