How to name your brand or product | Faye Brown | Skillshare

How to name your brand or product

Faye Brown, Faye Brown Designs

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14 Lessons (31m)
    • 1. Introduction to the class

    • 2. What we will cover

    • 3. Descriptive

    • 4. Evocative

    • 5. Historical

    • 6. Arbitary

    • 7. Composite

    • 8. Invent a new word

    • 9. Geographical

    • 10. Pairing words

    • 11. Acronyms

    • 12. Using your own name

    • 13. Next steps

    • 14. Outro

46 students are watching this class

About This Class

Naming your company or a product is often the first step to successful branding, but can also be one of the hardest to get right. Join me in this class to help you on your brand journey. 

We will explore 10 ways to go about naming your brand or product. I will give big brand examples of each option and discuss the pros and cons before talking about they might work for you. 



1. Introduction to the class: Hi. Everyone work into this class all about naming your brand or your product Before I tell you exactly what we're gonna cover in this class. I should probably introduce myself. My name is Fay Brown. Andi. I'm a designer from the UK I've got quite a few classes here now on skill share, a lot of the wrong branding, and there's another two bite size classes in this particular syriza's well. But in this class, we're going to really focus on naming your business. It would also be really helpful for those of you who need to name a new product or a new range of designs, for example. But let's just take a moment to think about that famous Shakespeare quipped. What's in a name that which we call a rose by any other name, would smell a sweet. Whilst this may be true for Romeo and Juliet doesn't work quite so well in the Brandon game . Let's take this to the extreme. A company called Rose Designs sounds much more elegant than spiky plant designed, for example. So, yes, a brand name is so so super important on this class, will guide you through 10 routes or techniques that are gonna help you to come up with your perfect brand name. I'll show you existing brands. Examples for each of the options on. We'll talk through the pros and cons before we work out how this might work for your particular brand. Coming up with your brand or product name is often one of the first step she need on the branding journey. So don't let it be a stumbling block to creating a successful brand. It's important to get it right from the get go. You'll need to download the work seat or have a notebook hand to write down answers to the questions that I'm gonna pose. Don't rush. This process would suggest watching the class all the way through and then allowing yourself some time to let it sink in. After you've gone through the 10 options, you'll probably have a good idea of which ones will work best for you. So then focus on those successful branding is more than a brand name. There's many facets to creating a successful brand, and I've got some other classes that will help you with other areas. But starting off with a great brand name could really help you shape your business. And where you see the future of your brand heading in the next video are briefly go through what we're going to cover before we dive right in and get creative. So I can't wait for you to join me on this branding journey. 2. What we will cover: work through each possible rule. There are 10 videos, which each focus on different direction, and you'll soon realize which ones might be relevant for you and work best for your brand or your new product or new range are mostly used to turn brand in videos. But all of this info can be applied to sub products or maybe even naming a band, for example, so you'll find that you might end up mix into of the roots together. And that's brilliant. We will talk about that a little bit later on 10 directions that we're going to look at descriptive, evocative, historical, arbitrary composite names inventing a new word. Geographical apparent words. Acronyms on using your own name. Don't worry. If you don't understand each of these terms right now, you will soon on with each possible directions. I will give examples pros and cons on pose a question or two for you to answer, and then you can collect these answers together for us to go through them together later on 3. Descriptive: So let's start with descriptive as it's quite a big option to talk about, You might decide to go down the route of finding a name that perfectly describes what your business or product does. Big brand examples of this would be papal Burger King, Pizza Hut, Whole Foods, Onda, Volkswagen, which translates to people's car. You immediately know what you're buying into on what to expect, and these names have worked pretty well for these big brands. They aren't overly creative, which may be your brand doesn't need to be. You might find using a descriptive word along with another word that's more evocative will work for you. One of my clients runs a forest school called the Muddy Puddle Club. The name is descriptive as it tells a story. It's fun, and it's inclusive media. He makes you feel like you are part of something special. So think about how words can work together. When I started my principles Etsy shop, I wanted principles in the shop title, but I wanted it to sound fun. Years ago, I thought about setting up a card design business called Miss Prince so fought back to that and added the Miss two principles, and this makes it a little bit more personable on a bit. Tongue in cheek with the word play prose of using a completely descriptive name are it's instantly communicate your brand offering, and it's often easier to remember the concert that it's not usually creative, and it might be more difficult to trademark. So let's work through your work seat now, as this first question really open up a lot of possibilities for your name. I want you to describe exactly what your business does in plain terms. No objectives, no fluffy words. Just explain your business in the simplest way possible for Miss printable Zit. Would be printable aren't designed for downloading and printing at home. This doesn't sound fancy. It just says what it does. Burger King would be South burgers paper would be allows people to transfer money easily across the globe. If it's a product, you use 100% natural ingredients, then write that down. But don't go into anything too emotional. Hear words like unique, stunning etcetera. Leave that to related question. If it is difficult to easily describe your business, it might be that your business is too complicated. If you need help defining your brand, then maybe check out another class of mine. Here, it's called Define Your Brand and and that might happen. Now here's another interesting question. Have you spoke to any friends or family about your brand? Maybe your brand already exists, but you're looking to change the name. Asked him to describe your brand to Don't give them any hints. Maybe just limit them toe under 10 words. All of these questions we ask, we will come back to at the end. So let's move on now to next route, which you could take, which is using a word or words that arm or evocative. 4. Evocative: evocative. I am aware a lot of you on here might not have. English is your first language. So let's just look at the dictionary definition of the word evocative, bringing strong images, memories or feelings to mind. This might also be called suggestive. The brand name might suggest a feeling or action that the customer should experience. Nike, Amazon, Andi. Innocent smoothies are good examples of these. Nike is the Greek goddess of victory. Starting out as blue ribbon sports, the owners distributed running shoes, but in 1971 the owners wanted to manufacture their own shoes and needed a new name. They also needed it fast. Nike was agreed on, although not with conviction. But as we all know, the rest is history. Also, whilst a lot of people these days might know that Nike is the Greek goddess of victory, it's not like everyone might have known that association straight away. Whereas most people have heard of the Amazon River. Now, the history of the brand name Amazon is quite interesting. Originally, Jeff Basis wanted to call the site kit opera, as in Africa Deborah. But after a colleague misheard, it decided on thinking up of the names even today. If you type in relentless dot com, browse dot com onda wake dot com All of those you are ours will point to amazon dot com. He then decided he wanted to come up on top like up top of the old days of alphabetical searches. So thought of art. Eventually he decided on Amazon, which would keep his bookstore high up on the searches but also create that sense of grandeur by naming his company after the world's longest river. The fact that there was a name is said in the word also creates a golden opportunity for the logo. And then we come to a drinks company innocent, who used 100% natural ingredients in their drinks. It's the perfect name, evoking that feeling of purity, but it didn't come easily to them. It took nine months for founders to get to that name, according to their website. For a while, the brand is known as fast tractor, then hungry a pit, then nude than naked and then innocent. So be comforted by the fact that these great brands often took a while to reach a good name . One of my clients came up with a great name for their visual effects company. So it's quite well known in the industry that clients will come in and now get coffee and them watch their work on a screen. So one of the founders of this visual effects company was a big fan of the British indie band Blur, and they had hit in the nineties with the song Coffee on TV. The something worked perfectly for their branding, so coffee and TV was born. The name is both descriptive and evocative. It gives the client a feeling of what to expect when working with them but also descriptive and that they do work for the screen. The pros to using an evocative name, are a vocal interational response to your brand with the client. This commitment feel connected and relatable, allows more creativity with the rest of your Brandon, and it's easier to grab that you are. Oh, although one word names are more difficult to get nowadays, you might have to add something on the end there. Were you around Judy A. The comes out depending how corporate the brand is. Some investors might need convincing on an evocative name. Make sure you live up to the promise. If innocent drinks were suddenly exposed as not being quite so innocent, for example, it would seriously damage their brand image. Let's see how this can relate to your brand names. Think about this for a while and then answer this question. What feeling do you want your customers or clients to feel when they buy into your brand? So maybe you sell a product? How do you want that product to make people feel? Maybe you offer a service? How do you want your clients to feel whilst using your service? Now is the time to think of all those adjectives that could describe your brand experience again. If you do need any help with this, please do check out my other class to find your brand. 5. Historical: historical can also be evocative. So Nike is on ancient Greek goddess Navia comes from the Latin word nevius, meaning Snow White, which reflects in the purity of their brand image. There are quite a few companies who have used Greek or Latin influences, but you don't have to go back that far. Is there any historical references or people who have influenced your business? Take my friend's company, Doris and Fred, that she named after her grandparent's and used her Nan's handwriting of the starting point for her logo. Starbucks was inspired by a character in the book Moby Dick. So maybe think about literature, a book that since by a Jew in your business, in some way, maybe you had a childhood experience that has led to your business idea on Old Toy a song again, the pros to using on historical name is depending on your brand. Something which relates to a time or object from the past can add a little bit of gravity is it can make your product or brand sound established and experienced. It could make up part of a great brand story. The cons make sure you live up to the name and it does kind of need to relate. Let's go to your work seat and answer the next two questions. Has your brand got a historical influence? Now? Don't look for answers, aren't there? If the answer is no, just right now, this route is probably not right for you. And now for the bigger question. How did you come up with the idea for your brand? What was your influence? For instance, for Miss principles, I was totally inspired by my young son and his imaginary play. Hence the first product was food templates. It's not necessarily historical, but it's my influence. So think about yours and how that back story can be incorporated into a brand name, perhaps. 6. Arbitary: arbitrary dictionary definition of arbitrary states based on random choice or personal whim rather than any reason or system in terms of branding its choosing a name for your brand that on the face fit does not relate to your product or service. The big brands that have used arbitrary names include apple, orange, camel and penguin. Apple sells computers, not apples, but even arbitrary names. Worst seemingly quite unrelated, can have hidden meaning or be a little Vocativ. According to Walter Isaacson, who wrote a biography of Steve Jobs. The name apparently came about after Jobs had been on a few Terrian diet and had just visited an Apple farm. He believed the name sounded fun spirited and not intimidating. He could have easily gone down a more techy route like Microsoft took with their name the pros to going down. The arbitrary rule is that you are more likely to get the trademark for your particularly particular industry sector. A random name might create intrigue for your customers on the other side of the coin. You might have to work harder on your marketing to get that name to stick with people and securing a one word you are or will be difficult. You might have to add on extra words like studio designs, foods, etcetera. Let's go back to our work seats. Coming up with a random name like this isn't an easy job, but what needs to just think of some words for some unknown reason you've always loved saying or hearing or have formed associations with. I know this is tricky, but pause this video for a minute and have a little think. I will tell you mine, but I don't want to influence any thought you might have. So if you aren't ready to fill out this question yet, just skip to the next video before I tell you my words. So press pause now or skip to the next video. So my words are Bubble hub Blue Wave float. A few years back, a few friends and I set up a little wedding photography collaboration and record it 1000 bubbles. So I did get to use one of my favorite words in a business. One point. This route might not appeal to you, but it's a useful exercise. As you might find, you end up mixing an arbitrary word with a more descriptive one. For example, 7. Composite: composite names are when you bring two words together to make a new word or two parts of words. Great examples are Intel Integrated Electron ICS, Lego from the 1st 2 letters of the Danish words Leg and goat probably pronounce that wrong , but that means play well and Microsoft Microcomputer and software Prose Compass. It's have a lot of plus points going for them. You essentially create a new word, which means getting trademarks and you are out should be a lot easier. And depending on how well the two words fit together, you're instantly showing your creativity and intelligence. The cons are actually coming up with a name like that is very hard. And if the name isn't easy to read or say, then that can have an impact on your browned brand. So bear in mind readability. Andi relevance. The name doesn't have to be to parts of words. Facebook, for example, creates a one word brand name from two whole words. There isn't a particular question on your worksheet for this section. At the end of this whole process, we're gonna go through all your answers and start highlighting keywords really stand out to you on At that point, you're gonna see if there's any words that you can kind of combined together to create something new and amazing. 8. Invent a new word: inventing a new word. So here's a fun approach. Why not invent a totally new word Francis's worked for include yoga based Lululemon? I don't know if I even say this correctly, but apparently the name came about because the founder believed Japanese people wouldn't be able to pronounce it, which is probably one of the strangest reasons I've heard for name ever. Another example is Haagen Daz. The two founders were of Polish descent on both, like the Danish language to you might assume, this has a Danish translation. It doesn't is intended to sound foreign and particularly Danish, but it is, in fact, completely made up. And yet it seems to totally work. Rolex is another completely invented word, so the pros to inventing a whole new word is that you'll get a great you, Earl. You should have no trouble with trademarking and protecting that name. But the cons are your marketing will need to be super strong. To get noticed, you might be questioned over the name, so think ahead for that Great answer. This is a tricky one to ask a direct question and just say, Hey, invent a new word canoe best, but you know what? Why not do it? Invent a new word just for the fun of it. Invent five. Who knows where it might lead? You might need to give yourself some time on this. So over the course of the next couple of days, just dry out and see what you come up with. 9. Geographical: I won't need Teoh. Just take a minute to think if there are any places, countries, landmarks or maybe even planets that have inspired your business in some way. Or maybe it's something more generic like love the sea or mountains. For instance, some good examples of brands using places are Neal's yard, who opened their first shop in New York Yard, Covent Garden in London, or silent pull gin with their distilleries on the bank of a pool known as Silent Pool. I'd always assumed the name Marlboro had come from a location in the United States, but it actually got its name from the location of one of Philip Morris's cigarette factories on Great Marlborough Street in London ice to walk around the base to work around the corner from there and had no idea until I started researching for this class. Cisco derives from San Francisco, losing the San Fran Wine is often named after the region from certain areas of countries, which can help its appeal, like Riak A, for instance, the pros to using a place in a brand name Ah that it can help with a brand story and give your brand context and meaning it can give you a global appeal. The cons are that it might limit your reach. Let's say you called a business. Winchester Yoga. Are you limiting yourself to Winchester? Maybe you want to limit yourself to Winchester, but if you have massive growth plans than think ahead, it also depends on the product. Winchester Cosmetics wouldn't have the same issue as a yoga company. If you decide to relate a country name or state name to your brand, you're probably thinking big with a big global appeal, which is great. But you need to live up to the claim. So let's answer the question on the worksheet. Is there replace or landmark that has influenced your business in some way? Or maybe there is a particular place that just feels like home. So write down a few places if you need to. 10. Pairing words: paring words coming up with a one word brand name is like hitting the jackpot. But it's not so easy these days. Getting the euro for a one word name will be almost impossible. So you may have to think about pairing two words together, whether that's adding something like Studio Associates, design or photography on the end, or whether it's literally placing too arbitrary words together. So, for instance, diskette dot com is taken as off the making of this class is nothing there but a few links that someone has grabbed that you are. Oh, this get photography dot com is available, although it sounds like a very niche brand offering, and you need to be careful with picking Ann Arbor to name that it doesn't start giving your customers of wrong messages. I will only take photos of biscuits, no cakes, just biscuits you could think of to arbitrary words that come together. My friend Nikola Jones has done this very successfully with her design and wedding stationery business named Gooseberry Moon to arbitrary words, but they seem to go so well together and also reflect her brand image a little bit later on in this class We will start looking back at the words you've written down throughout this exercise, and you might start to see some words working together. Well, so moving on to the next question on your worksheet. What other words could you use to describe your business in this space? Use words like studio design, bakery club, etcetera, anything that could potentially be added onto another word without diluting your message, but perhaps in fact, enhancing it and then used the next question to think off any other extra words that might have started wiggling around in your head. Fruits, colors, animals. Don't think about it too much. Don't analyze your thoughts. Just write them down. The words might be totally unrelated. They might be completely inappropriate, but just use this space for a better mind dump. No one ever has to see this, so we've only got two more directions to look at. Now. In the next one is acronyms 11. Acronyms: an acronym is a word or name that's made up from initials that spell out a longer title. For example, KFC is Kentucky Fried Chicken. There are some companies where the acronym has worked so well for them that a lot of people don't even know what the initials stand for. S o. I didn't know what IBM stood for its international business machines. And did you know I Kier is actually an acronym. The I and the cake comes from the founders initials name initials E is from the farm where he grew up on the A is the first letter of his hometown, and I'm sorry I'm not going to offend any skin Scandinavians by trying to say those names out loud. So it's best that I talked. Brands using acronyms are all around on Most of the time. We never question what they might stand for. A source means as seen on screen. So we'll an acronym work for you. I think a lot of this depends on what acronym you come up with. Does it end up spelling a word itself that can be easily spoken like a Kia Fe Brown designs would become F B D, which doesn't have a great ring to it. Also, be careful that it if your name gets shortened to an acronym or initials even if you didn't intend it to that, it doesn't accidentally spell out something it shouldn't like. Steve Harwood's information technology would not be ideal. They're pros points to using an acronym are they can make potentially a few longer words more catchy and impactful. Like IBM. It's quite confident approach to go for an acronym route so I can make you sound more established than you are. Perhaps the cons are. The acronyms have obviously worked for some massive companies, but it might not be right for you. If you're in their creative industry, it might start sounding a bit corporate or techie, for instance. Also securing the euro might be hard work 12. Using your own name: and finally we talked about using your own name as your brand name. This is probably most people's first thoughts on, but then they start thinking of all the other ways that they could name their brand fibra shampoo. Sounds ridiculous. Even if we try our own names as a perfume, you've really got to have the right name to make that work. Faber on Food Perfume Sounds like something I pick up from a market store doesn't quite have the same ring as Armani sh now Calvin Klein etcetera. But for me, Faber and Designs works. I'm a one woman band. I worked totally for myself on having that name. Recognition worked for me as I had a lot of past clients and colleagues who knew me and my name. I don't have any grand plans for expanding or becoming a studio. If I ever do, I will probably go with a different name for reasons I'll go into. But let's think of some brand names who have used their found. His name's James Cash Penney was the founder for Yes, you guessed it, JC Penney. What great middle name as well. Kellogg's cereal, named after W. K. Kellogg Ben and Jerry's was named after its founder's Ben Cohen and Jerry Greenfield. Adidas doesn't come from the phrase or dare dream about soccer. It's actually a complicit word made from the founder's name. Adolf Dazzler. His nickname was 80. Andi The Does comes from the surname Dazzler. A lot of names in the fashion industry are associating with their founder, Chanel. Stella McCartney, Tiffany Kate Spade. Gucci could go on. The pros are, If you are, the face of your brand can work well. It adds a personal touch on people Feel like they get to know you. T If you have a unique name, you'll end up higher in the search results. If you're well known in your field already using your name or help people find you, the cons are if you have plans for growth selling your business and this would be a good reason to maybe not have your name as the main brand. Some companies like dealing with firms rather than individuals. Even if you aren't actually a one man band and employ people, name their company after yourself might create that illusion. This is probably more relevant in the corporate world if you have a common name. It can be hard. Stand out, And if you don't want to be, the face of your brand is possibly not the right route for you to go down. Worst research in this class I read one article about how using your own name can be seen as egotistical. Personally, I've never thought this. What will make you come across as egotistical is the way you communicate within your brand on your brand message. Maybe you want to come across like that. Anyway, my advice would be Don't just use your own name because it's possibly the easiest choice. Really think about your reasons. My reasons. Whether I had past clients and colleagues who knew me well, I didn't have any plans to employ other people. I am the face of the brand, whether that's teaching here on scale, share or meeting clients for design work. If I do ever decide to grow the design side of my business or open studio, I think I would come up with a new name and keep that slightly removed from my other work. Like teaching. I would also feel a little uncomfortable. Any designers who might work at my studio if I called it Faber and Designs takes away from their own contributions a little bit. Perhaps so. Let's go to our work seats right down your full name, right down any made names or nicknames to As this might spark an idea. Try your initials with your surname. Basically, write down all permutations off your name possible. Then the next video, we will start looking fruit or your answers and seeing what names can be created. 13. Next steps: we've now got to the fun bit. We are not going to add some mortar this by going through all your answers and think about how they might form your brand name. I want you to circle, underline or highlight all words which really speak to you when you go back for your worksheets, try not to bring reason into it on. If word sounds boring, maybe don't use that. But highlight all those words that you really get a bus from. Andi. If that's your name, that doesn't mean you love yourself. Don't worry. Something may have already cropped up in the exercise so far that you think could work. Right. Any of those down on the second sheet in the bottom box, now at the top off the sheet, Right. Those single words down that you've highlighted just doctor all over the page quite randomly, maybe on their own. They are working that let's try pairings. Words together. Start drawing lines between the words seemed to go well together. Spend a little time on this and then write down the words together in the bottom box. Can any of those be made into a composite name by taking parts of words to form a new word . The stage of the process should not be rushed. Ideally, you'll come up with about five potential names from this process. On the third sheet. It would be great if you could fill in the top box with a brief description off your business or your product or whatever you're coming up with a name for and then underlined. Um, then underneath, right, you're five name choices. If you feel the need to give a brief explanation of your names below that, then take a photo or scan in this she, Andi, posted in the Project gallery are spending specific that you would like people's opinion on . Maybe we can all help you finalize your name. I'm not going to ask you to let us know if you are really is available. But please do bear that in mind when coming up with names, Check to see what you might be able to get as a great domain name. Also bear in mind that you might need to trade mark your business name or product on to have ownership on it, so you need to look into that for your own countries. in the UK There's ways of checking trademark online in different sectors. You can do that through the Gulf dot UK website. If you still have any difficulties coming up with your name, then go through a couple of the different routes again. Go through the process again. There's probably a few of those routes that kind of hit a chord with you and you say, actually, yet I'd like to explore that more so going to those a little bit more detail and then kind of just go through these steps again and hopefully you'll get there. But do post up in the project gallery and let us know if we can help you in any way. 14. Outro: So I do hope this class has helped you remember, If you do need a little bit of extra help, defining your brands and go through this class as it might have, might help you really focus on what your brand is all about. And who is that who it is aimed at? There were two other classes in this bite sized Siri's, your brand personality on Target Market. They were happy with other aspects of your brand, too. So I hope you can check them out. They were actually a little bit shorter than this one. Please join my dedicated Facebook group to face Gil share tripe. Feel free to ask any questions in there. So coming up with your brand name is often the first tricky step. So please let me know if just classes helps. And I can't wait to hear all your wonderful name ideas. I'll see you in the next class