Brand Names and Slogans
If you’ve going to catch the attention of customers, you need to really catch them. Brand names and slogans have the ability to attract customers or turn them away.
A good brand name and slogan have the following characteristics:
- True to the product.
- Recognizable, different, and unique. They set you apart from the competition.
- Sustainable and durable. Did you know that John Deere’s logo has been almost the same since 1878?)
- Flexible, so that you don’t have to re-design it every time something changes.
- Something that your company can commit to.
- Something that generates value for the company. How much do you think the golden arches are worth?
You may already be working with a product or a line that has a brand name, but if you have the chance to develop a name for a new product, take advantage of it! A great name has huge value and can stand on its own.
Do’s and Don’ts
- Here is what you don’t want in a name:
- Something that is boring and not distinctive
- Something that is hard to pronounce or remember
- Something that might have negative connotations for a particular segment of your population
- Acronyms and inside jokes
You do want a name that:
- Is memorable and noticeable
- Speaks about your product or service
- Engages customers
- Is unique
- Is appropriate and inoffensive
So where do you start? We suggest brainstorming words and short phrases that describe your product’s purpose, and building from there.
Developing a Slogan
We like the word “slogan” because of its origins: it comes from the Gaelic word sluagh-ghairm, which means “battle cry.” You might also know a slogan as a motto, tagline, mantra, or strapline. Whatever you call it, it had best be good.
Not all products have a slogan, but a good one can significantly add to your brand’s value and give your brand bigger exposure.
Remember, a good slogan is short, punchy, appropriate, and true to the product. To create it, we suggest the same approach that we used for the brand name. To start, use brainstorming to tap into your creativity and get lots of ideas flowing. Invite some friends to help you (and consider inviting someone with some marketing expertise!). Once you get all your ideas down, you can narrow the field to words and short phrases that describe your product’s purpose.