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Tuesday, 23 October 2018 7:53

How to Use The “Eureka Effect” to Make Your Brand Stand Out

By - Michael Rader

Have you ever experienced an Aha! Moment, where everything, whether it was the creative inspiration you needed or the answer to an exam question, seemed to align in a flash? You probably have. Altogether, these moments of genius are part of what’s been labeled the “Eureka effect”.

Defined, the Eureka effect is the common human experience of suddenly understanding a previously incomprehensible problem or concept.

Here are the steps (or phases) you would experience in an Aha! Moment:

  1. You get stuck when looking for a solution (Known as an insight problem).
  2. You explore all possibilities to make sense of the problem.
  3. You are unable to find a solution because you are focused on unrelated information and are setting unnecessary constraints.
  4. You take a mental break
  5. You reevaluate the problem by thinking outside the box.
  6. You suddenly retrieve the answer (probably assisted with an, “Aha!”)
  7. The answer is now clear and obvious.

Studies show that when someone experiences this process they would then recall the problem/answer on memory tests better than if the solution were simple to understand.

Comprehension = Poor Recall
Noncomprehension TO Comprehension = Better Recall

The Eureka effect has commonly been known to help when writing screenplays or discovering that million dollar startup idea, but did you know it can also help in establishing your brand’s identity? By considering the Eureka effect when creating your company’slogo andname, you can experience a multitude of benefits, including increased brand awareness, recall and more.

In this article, we are going to discuss why you should integrate the Eureka effect into naming your company and creating your logo. We’ll walk through some primary examples of brands that have done it exceptionally well, and how you can get your customers to experience the Eureka effect as well. Let’s get started!

Why Use the Eureka Effect For Your Business Name and Logo?

using the eureka effect for business

There are a number of reasons why seeking an Aha! Moment within your company name and logo can benefit your brand.

1.) Increased Brand Recall

The first immediate advantage is the increased brand awareness and brand recall that will take place in the mind of your target audience. Recall is increased when it comes to a well-thought-out business name and logo, because the consumer’s curiosity is initially piqued, and then for a moment they try to piece together why that business name was selected in the first place. Finally, when they figure out the answer, the Aha! Moment kicks in. This facilitates a subconscious, psychological attachment to the brand that is absent in subpar brand names - ones that aren’t creative and merely explain the business in a boring way.

2.) Helping You Rise Above the Noise

Additionally, integrating this trigger into your brand name and logo is yet another way to stand out from the competition because, simply put, most companies out there aren’t doing this. With an inconceivable amount of businesses being launched month after month, year after year, finding creative ways to stand out from the crowd will help you navigate the waters of today’s cutthroat marketplace.

3.) Humanizing Your Brand

Lastly, it humanizes your brand by giving customers the impression that you’re in touch with the industry you’re getting involved with. If a company has a corny name, it automatically positions that brand as out of touch and maybe as outdated.

Examples of Companies Using the Eureka Effect

The Eureka Effect in Action: Brand Names

There are tons of companies who embody the tips laid out in this article very well. One of them is LegalZoom. Initially, the consumer’s curiosity is piqued given the catchy nature of the name. Then, after a moment of processing why the company’s name is LegalZoom, they come to realize the relevance of the name for a business specializing in speeding up lawyer’s processes.

Another example is the name Zenefits. Upon first hearing it, you may not understand the reason behind this HR software company's brand name. Yet, just a second or two later, you realize the name is meant to represent how at peace your company will feel and be by using Zenefits to streamline the otherwise tedious processes associated with human resources departments.

The Eureka Effect in Action: Logos

Here at Brandroot, we feel that our logo is a prime example of implementing the Eureka effect into logo design. Upon first glance, the logo appears like an open flower, symbolizing the blossoming of a brand new business venture and reinforcing how no brand is complete until it holds a solid identity. Upon closer examination, however, you’ll notice that the brand initials are actually present within the logo as well, resulting in an aha! moment for the viewer.

This particular logo experience not only reinforces the business name but also helps leave the viewer with a lasting impression they’ll take with them after the interaction is over.

How to Use the Eureka Effect In Your Brand Name and Logo

While there technically isn’t a surefire way to turn on and turn off the Eureka effect as you would a light switch, there are exercises and actions you can do to better position and increase the likelihood that you’ll experience an aha! moment.

Whip Out the Whiteboard

First, whip out the whiteboard and have a brainstorming session. Within the session, begin to list out all of the words and phrases that are affiliated, however strongly or loosely, with the niche your business is getting involved in. This is because, if you’ll notice, most of the brand names we’ve explored in this article take words that are somewhere between common, rare and relevant and string them together to make a memorable name.

Once you have your list of words, begin to combine them to see if one sticks or if it inspires an even better combination. An example of a company who exemplifies this idea is CopyHackers, a publication for tech-savvy copywriters. By combining the word, “copy” with the word, “hacker”, they were able to toe the line between being relevant to copywriters, relevant to techies and memorable.

Use To Find Your "Eureka" Name

Another way to integrate the Eureka effect into your business name and logo is by using our service here at With thousands of unique, SEO-friendly and compelling business names to choose from, you’ll be able to separate yourself from your competitors while equipping yourself with a distinguishable identity.

By putting an aha! moment together for both your business name and logo, you’ll be able to increase your brand recall and awareness, create a psychological attachment between your brand and your customers, and rise above the noise in the marketplace. While there some risks involved, such as the consumer being confused and leaving, the potential benefits far outweigh the potential pitfalls here. By following the tips and principles laid out in this article, you’ll be off to a terrific start.

Last modified on Wednesday, 19 December 2018 2:29

Michael Rader

With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.