Does every company need a naming strategy?
Every person has a name. But companies, products, and services also need names that the customer will memorize and that will trigger positive associations for them. For this reason, choosing names is not something to take lightly. Every company has to give some thought to a naming strategy, because the company’s name is the foundation for a brand, essentially giving it identity and meaning all in one.
Bringing structure to a name concept
A naming strategy is thought to provide structure to the company’s brand portfolio. This establishes a connection between existing names, and defines which products will receive which names in the future, and based on which name model. Key questions in this process include, “in which language should the products be named? Should products be consolidated under an umbrella brand? Or should all products receive stand-alone names? Should descriptive names be used?”
The names developed in the course of a naming strategy must fit the company. Because in the ideal scenario, they are going to remain unchanged and be around for a long time. The goal of a naming strategy must always be to give logical structure to brand names and unify product names. In this way, companies create transparency in their naming system, which in turn ultimately has a positive effect on a company’s public image.
Transparent naming system increases brand recognition
A naming strategy is essentially a concept for designating brand names. This helps foster the company’s sense of identity. The names reveal something about products, their features, their character, and their quality. If products are named consistently, the overall effect contributes significantly to creating a first, and often lasting, impression. For example, you might observe that in the cycling industry, the names of bicycles follow a concept. The names have similar composition, and provide information about the features of the product. Riese & Müller gave their electric cargo bike the name Load. As soon as the customer knows the name, they know what to ultimately expect - a bike that can transport heavy loads. This helps the product stick better in the customer’s mind. For the company, this translates to higher recognition of their own products. In the end, this clear and simple name establishes acceptance among customers and employees. Naming systems allow structures and relationships to be designed with greater transparency.
The name is the figurehead for the company
If a product has a name, emotional attachment increases. A name, whether for a company or a product, stands for qualities and values that the customer identifies with. The customer can recognize products or brands based on a name, which provides orientation and security. A name is the figurehead for a company, and that is also tied to the market value. Products have to attract positive attention with their names, and stick in the customer’s memory.