A local branding agency’s insider look at how to name a company.

There’s more to choosing a name than what we like, it’s all in the details. Launching a new brand is exhilarating. It’s like writing a song and hoping the world loves it as much as you do.

Each bar must be intricately connected and aligned with all the other bars, and each note must inspire the audience. When done right, it will be a melody that moves the audience emotionally and may even get them dancing. Our local branding agency has had the privilege of helping companies craft brand melodies that have continued to be hits for years to come. You may have heard, “it all starts with a name,” we beg to differ.

A key component of a brand is the company name. It’s common to want to choose a name based on what you like, what your friends like, an inside joke, or a family name. It’s not that these never work. It’s just that these only work when they are a harmonious part of the larger picture.

Your company name is the first point of contact for a large part of your audience, but it’s not necessarily what a branding agency will decide first for your brand. We will determine your audience; whom you’re selling to is a vital component when it comes to naming your company. The industry you’re in, and your brand message will help determine what type of name you can use. Suppose you are opening a restaurant chain that predominantly serves your grandmother’s recipes that have been passed down for generations. In that case, it’s logical to explore using your family name or similar for your brand. In contrast, if you are launching a new SaaS company that you intend to grow and sell in the next five years, using your family name may not make sense for the audience or your brand goals.

Naming a brand requires taking into account your brand’s big picture. When working with a branding agency, they will consider your product, audience, region, brand goals, and how to create brand recognition. Naming a brand is an art, crafted from a symphony of moving pieces that must come together to make music to the ears, eyes, and heart.

What do you want your brand to say? Your brand may want to evoke a sense of exclusivity. In this case, word-play may be a benefit to you. Your name could be an insider secret that only those “in-the-know” will understand. Shoppers who feel as though they are part of an elite club tend to have stronger brand loyalty and are more likely to become lifelong customers. In contrast, if your demographic is a broader audience that requires a streamlined and simplified shopping experience, it’s unlikely that an “inside-joke” will be of service to this audience. Differentiating the desires of different audiences is where the value of working with a branding agency can really sing.

Traditionally, a local branding agency, like Kihada, will use data of past audiences and brand launches to help craft your brand look, feel, and ultimately the name. We will use industry insights and market research paired with our creative agency to craft a name that reflects your entire brand picture and connects with your intended audience.

Additionally, naming a brand requires a technical set of steps. Maneuvering this process is where branding experts from a marketing agency can be a big help. They have the experience of orchestrating the selection of a brand name that resonates with all of the brand objectives and goals, plus how to navigate the technical applications, such as name availability online and within name registries. There’s nothing more heartbreaking than falling in love with a brand name and then finding out you cannot use it.

Finding the perfect brand name is akin to writing a hit song. Once all the music is compiled, recorded, edited, and your vision has come to life, this carefully crafted piece of music will have your audience happily singing along. If you are launching a new brand and would like the work with our team of brand composers, contact us here.

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A local branding agency’s insider look at how to name a company