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Monday, 04 November 2013 7:01

The Elements of a High Performing Brandable Name: Lessons from the World’s Most Valuable Brands

By - Michael Rader

There are definite benefits of choosing a brandable name for your business versus one that is boring, dull or self-explanatory. But taking it one step further, what is it that differentiates a high performing “brandable” name from one that is simply catchy or unique? Top brands have something above and beyond that sets them apart. Learn what the world’s most valuable brandable names are doing, and you may just be on the verge of the next big thing.

A Successful “Brand” is Far More Than Just a Name

When most of us think of Coca-Cola, we think of more than a fizzy, sweet drink. The truth is, Coca-Cola has come to represent a lifestyle. The brand epitomizes more than a just soft drink, it is a global influence - and oh yeah, it sells products. The invaluable role a brand can play in a consumer’s life is part of the reason why certain products or services take off and others do not. But all the top brands begin with a brandable name, which is the fastest way to build credibility, trust and a dedicated customer base to grow your business.

Chances are your brand, and your name, will be with you for the long haul. Put some thought into how it can impact your target market by solving a problem or filling a need. Think about the type of personality that could benefit by using your business. Brandable names that are in line with the lifestyle and behaviors of their audience, like Coca-Cola, create expectations, stories and memories that “speak” to the consumer and ultimately lead them to choose one product over another. The brandable name “Nike” makes you want to get up and go for a run. Now add the Nike logo (swoosh) and you’re already half out the door. The alternative name, “Best Running Shoes”, just doesn’t cut it.

Top Brandable Names Rely On Mental Imagery

Today, Apple Computer holds the top spot for the most valuable brand, and it’s easy to see why. So how did they do it? Part of their success has to do with the unique mental imagery the brandable name evokes in the mind of the consumer. Like me, I bet when you think of Apple computers, you think user friendly, down-to-earth, and simple. You think of an apple. It’s basic, unthreatening and familiar. Apple is a brilliant name because it elicits exactly what the company is trying to sell - an easy experience. Mental imagery has everything to do with the success of Apple and the dominance it has in the modern marketplace.

Capturing mental imagery can be challenging, and you need to be savvy about exactly how you use it. The image has to be a natural progression, not forced or straightforward like “Quality Products”. That is unimaginative, boring and not brandable. On the other hand, “Shopiyo,” (a name listed at Brandroot) is fun and elicits images of having a good time shopping and buying just about anything. Mental imagery is a powerful tool in elevating your brand to the next level, as long as you use it right.

High Performing Brandable Names Are Backed By a Robust Marketing Strategy

“Build it and they will come.” Not really, but build it, define it, promote it and make sure it’s quality and they will definitely come. A key element of every top brand is robust marketing and that plan starts by defining your business with the right business name. After all, consumers need something to hang onto when they create those memories, stories and brand-building experiences, which all work to elevate your business. Remember, high profile brands are high profile because they are everywhere. That means integrating your marketing into all available resources, not just “silo marketing” techniques where the focus is on one aspect alone.

Your brandable name is the doorway through which your business will meet the right people. Success used to come from what you know or who you know, in the modern marketplace, success is now dependent on who knows you. Get out there and be seen.

In Summary, High Performing Brandable Names:

  • Become part of culture, an ethos recognized and defined by the target market
  • Rely on mental imagery to create relationships, stories and memories
  • Are everywhere, backed by integrated marketing strategies

As is true with most things in life, business success starts with a strong foundation. A high performing brandable name is the key to building a high profile brand that will be recognized, followed and chosen over all others. Brand experience is what drives customer loyalty, and if we learn anything from the world’s top valued brands, it’s this - how you choose to present your business to the world impacts the influence it will have for years to come.

Choose your name wisely, use mental imagery that connects with your audience to elevate your name and build your brand. Finally, get it out there to be seen. In today’s fast paced, volatile world, outpacing the competition is no longer a good strategy, but a condition for success. Your business name, and by extension, your brand, defines who you are. Put your best foot forward and prepare yourself.

Last modified on Monday, 04 November 2013 8:11

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.