Branding Basics - "Own" A Word And Become A "Monster"!

Branding Basics - "Own" A Word And Become A "Monster"!

Page 2

These free (or ingenious) products and services generate attention because of their inherent benefits or novelty. So they succeed despite their naming not because of it. If you have a product that's revolutionary, viral or free, you may name it anything you want. Otherwise it's best to stick to good naming practices.

Rule 3: Size matters.

When 7-Eleven introduced the Slurpee, it could be argued that it didn't fit their naming architecture at all. It had no tie-in to the company name (such as McDonald's Big Mac). But when a company has thousands of stores that can instantly expose a new name to millions of customers, it's enough to permanently tattoo any name on the cerebral cortex. So just because a huge company does something, it doesn't mean a start up can imitate the strategy. When starting out small, it's best to have a "naming architecture" that supports your primary brand or company name. Pointing everything towards one name will help you "own" a word faster than diversifying names across the board. Apple is beginning to achieve this in their product line with the letter "i", as in iPod, iTunes, iMac, iLife, etc.

Rule 4: Money. Money. Money.

Big budgets can imprint names. When GTE came out as Verizon, they put a .wav file on their site so people could hear how the name was supposed to be pronounced. (Was the emphasis on the first syllable like "Verify"? Or was it on the second syllable like "Horizon"?) If you had never heard the name before, would you be able to pronounce Cialis correctly? Or Wachovia? The point is that big money can make even awkward names seem like household words. So again, before emulating big companies, realize they have a big enough marketing hammer to drive lots of square pegs through round holes.

A good example of a company combining rules three and four is UPS. By using their size and marketing might, they were arguably successful in owning the word "brown". Nexium has come close with their marketing of "the purple pill".

So can you "own" a word? That would be a qualified "yes"... if you are first in category, infectious (in a good way), a huge company with a big footprint or a profitable company with a lot of cash. Smaller companies and start ups are better off using strategies one and two. Otherwise, it's best to stay with proven naming methods that offer a hint into what you do. From our portfolio, these would be names like...

- Park Place (a garage renovation company)
- SeaOfDiamonds.com (an internet based jeweler)
- Spruce (facilities management company)
- SupplyAmerica (tool sales and rental company)
- TeamLogic (an IT franchise for small businesses)

These types of names offer positive connotations while providing a sense of the industry to which they belong.

No matter if you are a small business, a hot new start up or a Fortune 500 company, there's a naming strategy that's right for you. You may not need to "own" a word, you may just need to communicate your message creatively and effectively. But if you're first in your category, have a brilliant idea, have a big presence or deep pockets... then go for it! By owning a word, you can grow into a "monster"!

Return to Page 1

Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.