Developing a brand name has evolved into a very complex process that extends way beyond the cultural and geographic boundaries of the country in which the brand name originated. Developing a brand name now encompasses consideration of many more factors than in the day of “Mad Men”…pre-Internet.
The ultimate goal in developing a food brand name is to create an emotional connection with consumers that can be leveraged in all forms of advertising from logo/identity and packaging to promotional materials, print and online advertising, websites, and social media. Brand names represent a significant portion of the total value of a brand, in the case of Coca Cola it is estimated to account for approximately 30% of shareholder value. Considering the potential longevity and value of a brand name, here is a checklist of the most important considerations in brand name development:
1. Trademark. For the short list of proposed brand names, is the trademark available in applicable trademark categories? It is definitely worth the effort to do this search first before proceeding any further in developing the brand.
2. URL. For the short list of proposed brand names, is the URL, or reasonable derivations, of the brand name available in both .com and .net? While you may choose to use only one extension, you want to control the other so that in the future some enterprising individual does not buy the alternate domain and try to sell it back to you. It is equally important to also perform this task before proceeding any further in developing the brand.
3. Pronunciation. Is the proposed brand name easy to pronounce in its native language? Many brands have been tripped up on this one. If consumers have difficulty or are uncomfortable pronouncing a brand name, they won’t and that does not foster brand building. Food brands need consumers to talk about them, the more the better.
4. No negatives. Are there any negative pronunciation issues or other negative phonetic impacts in other languages? We live in a global community with many languages other than the native one that are spoken or at least comprehended. The classic example is Chevy Nova, “no go” in Spanish, a misguided brand name for a car.
5. Memorable. Is the proposed brand name memorable and easy to recall? Choosing a brand name with a strong tie to the brand promise is an important consideration in creating consumer recall.
6. Differentiation. Does the proposed brand name differentiate the brand from its competitors? Within the food industry, many product categories are very crowded and creating differentiation among brand names can be challenging, but the effort will be rewarded in building the brand.
7. Reinforces. Does the proposed brand name reinforce the brand’s story and promise? The stronger the connection between the brand and its promise, the easier it will be to build the brand and maintain a consistent brand message.
8. Translates. Does the proposed brand name translate to a visual metaphor? A brand’s logo is its visual metaphor and the brand name needs to translate to a visual mark that will resonate with consumers.
9. Relevance. Will the proposed brand name retain its relevance over time? Brands with substantial longevity may need a refresh from time to time, but those brand names retain their relevance relative to the brand’s message and to its consumer audience.