Here's a second common naming mistake, to follow up last week's entry.
2. Forgetting that naming is as strategic as it is creative
Companies often don’t spend enough time defining – and agreeing on – the strategic role of a name. But a great name is rarely that simply because it is different, or creative. A great name is one that clearly communicates the positioning and personality of the brand.
In today’s highly competitive environment, the strongest brands are ones that transcend the physical attributes of a product, service or company. Instead they form emotional connections with customers. Names can help do this.
Set out clear strategic objectives, and you’ll find it also gives you clear criteria by which to measure and choose a name. Take into account what the name needs to do today, as well as how it can continue to meet business objectives in the future.
Remember, naming is as much an art as it is a science. Your brand strategy will help you create a name that is relevant, and has stretch and flexibility as your business and the market evolves.
