NAMING (BRAND NAME DEVELOPMENT)

The naming services at KOLORO are:

The concept of “naming” is derived from the English word “name” – a name, title or appellation. Naming – the process of developing a name for something. Brand naming is a combination of creativity and marketing. The name of the product should be well remembered, harmonize with the product, differentiate from competitors, suitable for the CA. The naming process is complicated by the fact that you need to come up with a company name that will not be repeated in the market. It’s to register it and legally secure it for your company. If an existing brand needs a new name to help build off of past failures – renaming comes to the rescue.

YOU GET

Tentative logo visualization

Guarantee of uniqueness of the name

Consulting on TM registration

More than 1000 name variants

A name designed specifically for the CA

Tentative logo visualization

Guarantee of uniqueness of the name

Consulting on TM registration

More than 1000 name variants

A name designed specifically for the CA

Tentative logo visualization

The name of the firm, company, or product should:

• consistent with the positioning concept;
• to harmoniously complete the brand image;
• reflect the main idea, mission, core values of the brand.
• evoke appropriate associations and emotions;
• have a positive impact on the image of the company and the product.

A brand name is the starting point on a great journey for any brand! Take the first step together with KOLORO!

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The cost of naming depends on the following factors

1. Product Class. All goods and services are categorized into official classes based on specificity and purpose. This affects the price of naming because competition differs in different classes of products and services. One of the basic conditions of naming is the uniqueness of the name and the right communication message. The more competitive the environment – the more difficult it is to achieve these goals. For example, coming up with a unique name for a vodka brand (class 33) is much more difficult than naming an insurance company. KOLORO experts can help you understand the list of classes of goods and services to determine which one your product belongs to.
2. Domain Name. If you need to create a corporate website and the brand name will automatically be your domain name, then the range of possible options is significantly narrowed. This is because the name may be free for trademark registration, but such a domain name is already taken. In such a case, the naming will need to be developed with these limitations in mind.
3. Need for registration. Coming up with a name that doesn’t need to be registered is much easier, so the cost will be lower.
4. Number of services ordered. The price for brand name development together with a line of names will be lower (compared to the cost of each of the services separately).

Developing a brand name (trademark): stages

Coming up with a name for a brand or company is not easy, it will require creative thinking and serious analytical preparation. That’s why KOLORO has a plan whereby we develop names for brands.

1. Analyzing the market, competitors and customers. We analyze the market where we plan to launch the product, look at free niches, and evaluate competitors. Next, we determine the target audience of the product and draw up a detailed consumer portrait. The marketing team studies the tastes, preferences, consumer environment and product consumption situation. Example: Analysis of the mineral water market in Ukraine.
2. Internal audit of the company. In this stage, we study the company itself, its products, philosophy, values and brand mission. This information will help you choose a name that will reveal the brand, emphasize its features. The result of the audit is a brand characterization document. In it, marketers enter all the information about the brand’s core qualities, positioning and appearance.
3. Development of Terms of Reference. Terms of Reference – a document detailing the requirements. It is jointly compiled by the account manager and the customer. All further works are carried out according to the items specified in the ToR.
4. We will determine the main idea of naming, that is, what message the brand name should convey to consumers.
5. Generation of name variants (more than 1000 pieces). The project team studies information about the company and products, interests of the target audience come up with names for the brand. During this process, copywriters and nimers look for inspiration in music, movies, the world around them, and browse through thousands of thematic and abstract images.
6. Selection of title options. Next, there is a process of weeding out unnecessary options. We check them for phonetics, analytical parsing of the linguistics and stylistics of the name, psycholinguistic analysis, we also analyze semantics and associative series, memorability. Next, we check the selected variants for uniqueness. The top 15 choices make it to the final presentation. We develop an accompanying text for each of them.
7. Developing the visual component. For each title, we develop a visual accompaniment. It helps illustrate the title, tell the story from an emotional point of view, and make it easier to choose. The visual series demonstrates the positioning, we also create an indicative logo visualization for each of the options.
8. Selecting the final option. Then the customer chooses 3 out of 15 options and we survey the target audience. With it, we know how a name is remembered and associated with, and how people pronounce it. Then, after receiving the 3 concepts and survey analysis, the customer makes a choice in favor of one of the options.
9. Consulting on trademark registration. The final stage is consultation on trademark registration. KOLORO employees will tell you about all the nuances and give advice on trademark registration.

Apparel brand naming, Scotch and Soda is the perfect combination

Developing a name (naming) requires:

• a thorough market analysis;
• focus group testing;
• linguistic analysis;
• creativity and teamwork.

Creating naming: factors that influence success

• the ease of pronouncing the name;
• memorability;
• associativity;
• the euphony of the name.

Typology and methods of naming

1. Traditional naming – the choice of the name is carried out by analogy with those already existing on the market. This is primarily associative naming. A name built on associations will be accessible and understandable to a wide audience. For example, such names as “Farm”, “Jolly Milkman”, “Burenka” are immediately associated with dairy products. The advantages of such names are positive audience perception and alignment with consumer expectations.
2. Descriptive naming. Descriptive names clearly convey the essence of the product, such as “Department Store” or “Your Law Company”. They tend to be difficult to memorize and perceive, and have low competitiveness.
3. Geographic naming is highly popular. A name associated with a city or territory adds weight to the brand. It is easy to associate with such a name and the brand legend Such names as “Halychyna”, “Tulchynka”, “Dnipro”, “Lvivske”, and others. reflect the history and tradition of the product.
4. Associative Naming. The task of names-associations is to evoke positive emotions in the consumer, create vivid impressions, demonstrate a certain style and way of life. “Oops”, “Schweppes”, “Summer” – such names have a high level of memorability.
5. Compound naming is a way of generating a name using a combination of 2-3 words or translations of foreign words. Such names attract the consumer by their unusualness and originality. “Treschotkin”, “Pekariki”, “Zabodaika” – these names are firmly in the minds of consumers, it is impossible to forget them.

It is most effective to use all these methods in combination and do not be afraid of even the most unorthodox ideas. The main thing is to test the names on the target audience, this will help to choose the most successful variant.

It should be taken into account that the development of a brand name (naming) necessarily implies the presence of a positioning concept, a formed unique selling proposition, and sometimes a brand legend. If your company needs to shape these elements for a product, you can always turn to the experts at KOLORO for help.

Order the development of a name that hits the target, sounds pleasant and is easy to remember inKOLORO. Contact our manager right now and get a free consultation!