Yes, I admit it. The thing that I dislike most about my profession as a copywriter is coming up with names.
For me, names are personal. Think about it this way, would you ask another person to name your newborn baby?
You created it, you name it. And I believe the same analogy should apply to companies, products and brands as well. The person who created them should be the ones naming them.
Indeed, we copywriters can help name your product or service. But there will always be a sense of disconnect when we – a third party – attempt to create a name for something that holds many intrinsic values.
I always suggest to my clients to give naming a shot. And sometimes they find it very difficult, even when they themselves have incepted the product or service. So you can imagine how difficult it would be for me?
However, nothing is easy. So here are 5 key considerations to naming that might help:
1. Sensory Appeal
Ideally, a name should be able to activate any one, or better yet all five senses. A name that people can see, smell, taste, feel or hear subconsciously creates a sensory experience that’s memorable. A brand name like Apple activates all senses.
2. Service is Serious
The game changes slightly when it comes to naming a service though. People expect services to be credible, trustworthy and professional, and a name should reflect these qualities. Don’t ask me how.
3. Be Uncommon
Habituation is a human trait where we are desensitised by all the common things around us. You name needs to rise above the clutter or people will tune-out. Do you really want to be another ‘Pro-something’ or Expert-something’ or ‘something-Solutions’?
4. Break It Down
Break any names that you come up with into syllabuses. Read out aloud every syllabus to make sure nothing sounds unsavoury. This is especially useful in Malaysia, where multiple languages are spoken. I once saw a Bengkel Tah Yik… seriously!
These days, securing the URL you want can be a real pain. So make sure your name list is domain checked as early as possible because you will surely need to have a website. Sites like www.namestation.com is worth a try too.
If all else fails, do what I did. I just used my name for my business. It may not be the most ideal name, but it’s a true reflection of me.