Sweet brand child of mine

Part 1. The child needs a name.

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Right at the very beginning, the first headaches start. The child needs a name! Choosing a name for a brand is the first major decision, as it not only conveys the first impression but also shapes the entire brand identity. A name is more than just a combination of letters; it is the phonetic sound of the brand and serves as an emotional preview of what it embodies. A well-chosen name opens the door to the brand’s own world and influences every subsequent decision in the brand-building process.

Various factors must be considered when naming. Should the name be modern or traditional? What cultural background should it have and what meaning should it convey? Should it refer directly to the product promise or evoke a world of ideas? For example, names such as Waterdrop or Milka (milk and cocoa) convey a particular impression, while Vileda evokes an association with leather through its sound (sounds like ‘wie Leder’), in order to underline the quality of the products. A BiFi (pronounced: "beefee") directly addresses the meatiness of the product and creates a clear expectation in the consumer.

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In addition, an emotional backstory can influence the naming process. For example, the Woom brand was named after the sound the founder’s son made while cycling. This personal touch gives the brand a unique story and makes it authentic and appealing to customers. What character does the name imply for the brand? Will the brand act like “alpha Kevin” or the universally likeable Emma (the most popular girls’ name in Austria in 2022)?

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Ultimately, the chosen name must fit the brand’s identity and values. Should the brand be on trend, or does it strive for independence and uniqueness? Choosing a name is one of the first important steps on the path to successful brand building and requires careful consideration and weighing up of various factors. Once you have fallen in love with a name, the thankless process of trademark registration begins. Is the domain available? Can the brand name be protected?

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Once the brand has a name, the journey of its development can begin. The next part covers how to position the brand, give it character and define its values.  

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Part 2 follows.