5 Ways to Create Catchy Brand Names

Brand names are an important factor in building recognition and making an impression on customers; it's what people call them. We're also familiar with countless brand names, some of which seem fairly straightforward in why they're named as such, while others feel rather obscure in their meaning. Have you ever wondered why some brands are named the way they are? Why did Apple choose an apple as its name? Why did Netflix combine 'net' and 'flicks'? Why does Skype sound like a noise?

Clearly, not all brand names are based on a single rule or formula, or in other words, there's not just one rule for naming. There are many different styles of naming brands, and they can be categorized into 5 common types, each with its own advantages and disadvantages. In this article, I'll discuss them and illustrate with real examples for each type.

1. Descriptive Style – Naming to Explain What I Do, What I Sell:

This is a style of brand name that clearly describes the product or service that the business provides. I'll provide some specific examples:

Paypal: an online payment service, combining 'pay' and 'pal' (friends).
Snapchat: a photo messaging app, combining 'snap' and 'chat'.
Playstation: a gaming console, combining 'play' and 'station'.
Gameboy: a handheld gaming device, combining 'game' and 'boy'.
Burger King: a hamburger restaurant chain, combining 'burger' and 'king'.
Choosing a descriptive name can help attract customers by clearly stating what you can offer them in a straightforward and memorable way. When it comes to naming, this approach might be the first one that comes to mind, but you also need to ensure your name isn't too long or difficult to pronounce. Otherwise, customers might forget or confuse your name with competitors.

2. Metaphorical Style - Using Implied Language for the Story/Value You Want to Convey:

If the Explanatory Style is direct, then the Metaphorical Style is indirect. This is a style of brand name that uses imagery or a word with special meaning to tell a story or convey a message. For example:

• Apple: a company that manufactures electronic devices and software, using the apple as a symbol to represent simplicity, creativity, and differentiation.
• Red Bull: an energy drink brand, using the red bull as a symbol to represent strength, vitality, and adventure.
• Paramount: a film production company, using the image of a tall, jagged mountain surrounded by stars as a symbol to represent grandeur, prestige, and quality.

So, the metaphorical style of brand naming can help you create a unique, compelling, and meaningful name for your company. However, you also need to consider whether the imagery you choose is appropriate for your product or service, whether it might be confused with other brands, and whether it's easy to remember.

3. Compound Style - Combining Meaningful Words to Create a New Word:

This is a style of brand naming that combines two or more meaningful words symbolizing the business sector together to create a new word, which is closer, easier to read, easier to remember, and has a more 'mouth-watering' style.

Examples include Lexus (luxury and excellence), Pinterest (pin and interest), Netflix (internet and flicks), Microsoft (microcomputer and software), Viettel, Vinaphone, Mobifone, Vinamilk...

This naming style also makes names more memorable, understandable, and relatable to the community. However, to use this approach, you should choose words to combine with the best symbolic meanings, and the name should be easily associated with its meaning.

4. Abbreviation Style - Using the Initials of Words to Create an Abbreviated Name:

This is the style of brand naming that abbreviates words or uses initials to create a short and memorable word. For example: IBM (International Business Machines), HP (Hewlett-Packard), ANZ (Australia and New Zealand Banking Group), HSBC (Hongkong and Shanghai Banking Corporation), MB (Military Bank).

5. Heritage Style - Naming from an Existing Name:

This is the style of brand naming that derives its name from an existing one related to the origin or history of the brand, often the name of the founder or a geographical location. Examples include the famous car manufacturer Ferrari (named after Enzo Ferrari - the company's founder), or the largest car company in the US - Ford (named after Henry Ford - the founder), the renowned fashion brand Chanel (named after Coco Chanel), and the sportswear brand Adidas (a combination of Adolf and Dassler, the two brothers who founded the company). In Vietnam, we often see this in a variety of longstanding street food brands, such as Phở Thìn, Bánh Mỳ Huỳnh Hoa, Chè Sầu Liên, for instance.

The Heritage Style is when a brand carries a part of its history, culture, or tradition in its name. It helps the brand establish a strong connection with customers, leaving a lasting impression and differentiation from competitors.

I hope this article has been helpful to you if you're starting a business and are unsure about naming your brand. Are you ready to name your brand? Contact Brobrand to schedule a free consultation. Additionally, we regularly maintain sharing articles with a frequency of 1-2 articles per month. Subscribe to Brobrand's newsletter to receive the latest articles directly in your email. Goodbye and see you again!