If you want to open a company, you first need to think of a name that is easy to hear and easy to remember. This is the corporate brand name and the most important manifestation of the corporate image. So how should you choose a good name for your business? Let me share with you the naming skills.
The company needs two names: brand name + category name
The company needs two names: brand name + category name. Because what people want is category, but expressed in brands. Example 1: Oreo sandwich cookies. When we crave sandwich cookies, Oreos are the first thing that comes to mind. Example 2: iphone smartphone. When we want to buy a smartphone, the first thing that comes to mind is the iPhone. copyrightSand row design
The order of these two names is: category name first, then brand name. The prerequisite for positioning is to first define the category, so start with the category name.
Category names should be easy to understand. Categories usually have two forms of expression: 1. Physical category. For example, Coca-Cola is a real special state. 2. Mental category. For example, Head and Shoulders is an "anti-dandruff" shampoo. Anti-dandruff represents a mental attribute, but its physical category is shampoo. Another example is "positioning design", which is to use the principle of positioning to design and apply positioning to the design. When making packaging, find out the sand
Three methods of brand names
■Brand name method one: the name reflects the category.
For example: Nongfu Spring. Its category is "natural water", so the brand name sounds very "natural". The best name should be 2 words. If you must use 4 characters, it is best to use 2 characters as a phrase, so as to facilitate the spread of memory. For example, "Hongxing Erke" is a bad name. The four characters are independent and difficult to remember.
■Brand name method 2: The name reflects the mental characteristics. The content comes from Sand Disposal Design
For example: the English name of Head and Shoulders: headandshoulders. It is natural to think of "dandruff falling on your shoulders". On the contrary, I think the Chinese name Head and Shoulders is not the best. It does not reflect the anti-dandruff properties. It may be more about the category, silk, and hair-related. But this does not prevent it from becoming a leading brand. The reason is that it has seized the positioning of anti-dandruff. In addition, the name does not have negative perceptions.
Another brand we admire does a great job: Rejoice, a smooth shampoo. One of the cases we have done is a traditional Chinese medicine foot bath to improve sleep quality. The name we gave is: "Zi Mian". Repair, also has the meaning of repair. It greatly embodies the characteristics both aurally and visually.
■Brand name method three: Use your first name or last name.
You can use this method when you invent a product or discover a certain pattern. For example, Newton's laws. Wang Zhihe invented stinky tofu. The world's first car was invented by Mercedes-Benz, so when an individual becomes the protagonist of a news event, the brand with the same name will be easier for people to remember and spread. A similar example is Louis Vuitton, who invented the travel bag. PG is also the initials of the two founders, and the same is true for HP.
Of course, the company of Trout, the founder of positioning theory, is also named after him. The same principle applies to Liu and Liu Positioning Design Company. Trout discovered positioning, and Liu and Liu discovered positioning design.
A case we once named: Taishan shadow puppet with a history of 600 years. The family name is Fan. Taishan Shadow Puppetry was awarded the title of "National Intangible Documentary Heritage", and its sixth generation descendant Fan Zheng'an was named "Excellent Inheritor of China's Intangible Cultural Heritage". Branding operations have only begun in recent years, but the category name "Taishan Shadow Puppet" has always been used. This name cannot be registered, and many Taishan Shadow Puppet brands will appear in the future. The name given by Liu and Liu is: "Shadow Puppet Fan". "Fan'er" has the meaning of high potential, will dominate the shadow puppet category in the future, and is also a family name. Kill several birds with one stone. Similar examples include Baodu Feng and Tianqiao Chen.
There is an important point when using a person’s name as a brand: the brand you create must have its own unique and differentiated value proposition. You can't name a person for the sake of his name. Otherwise it’s just a personal name, not a brand.
■Naming principle: hearing first, vision second
Because you more often “hear” a brand than “see” it, word of mouth means This is the truth. But many companies do the opposite. For example, it is difficult for anyone to pronounce the word ben accurately. If customers don't recognize it, they can't spread it for you. All investments made by a company are investments in your name, and when customers buy products, they buy your name.
As a result, the name is not recognized and remembered by people, and the investment is obviously wasted. The mistake companies make is that they think three cows look cool. This is a visual mistake. The important thing is hearing first.