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Thursday, 09 October 2014 7:44

Building a Brand Identity with an Invented Name: Not as Difficult as You May Think

By - Michael Rader

Creating a unique persona is paramount in enabling your company to set itself apart from the competition. One way to do that is by giving your business a moniker that is completely invented. Using a made up word as your name enables you to differentiate yourself and start building your business identity with no previous associations or connotations. In addition, invented names are usually very easy to trademark as the risk of conflict with other companies is very minimal. Some of the most famous companies in today’s society began with an invented name. Hulu, Meebo, Zillow, Yipit, Snapple, Bebo, and Skype are just few invented words that have now become a part of mainstream society. Haagen Dazs, one of the most recognizable companies in the world, is a completely made up name that just “sound good.”

The creation of new words is not a new concept. History is filled with examples of invented words that quickly became commonly used within society. Shakespeare is credited with inventing nearly 1700 words that are now consistently used in every day speech. He created new words by turning nouns into verbs, changing verbs into adjectives, adding prefixes and suffixes to existing words, or creating entirely new words simply by utilizing his imagination. Neologism, from the Greek word for “speech or utterance,” is the name for a newly coined term, word, or phrase. It is surprising how often invented words become part of mainstream society. Just consider the words “selfie,” “bitcoin,” or “twerking.”

So, how do you go about coming up with an invented name? There are several strategies that can be employed to give yourself the creative and unique name you are looking for. Among them are:

  • Merging two words to create a single word – known as portmanteau. Example names include:
    • “dreambolic,” the integration of “dream” and “symbolic”
    • “lovire,” the merging of “love” and “desire”
    • “brewbin,” a combination of “brew” and “bin”
  • Adding an unusual suffix/prefix or letter(s) to an existing word. Examples include:
    • “buyr”
    • “pleasure”
    • “cloudsa”
    • “xeluxe”
  • Adapting a foreign word. Names such as:
    • “wiya,” from the Cherokee word “ani-yun-wiya”
    • “gyneo,” from the Greek word “gyne,”
    • “zeusar” from the Greek name “Zeus”
  • Combining prefixes and suffixes, as in:
    • “magize”
    • “axleo”
    • “aqby”
  • Combining interesting sounds. Possibilities include:
    • “sokiro”
    • “pamego”
    • “otex”
  • Creative word to describe a sound – known as onomatopoeia. Names utilizing this strategy include:
    • “zapiza”
    • “zoomzo”
    • “wiziza.”
  • Shortening or altering an existing word. Examples include:
    • “enzem” from “enzyme”
    • “malaboo” from “Malibu”
    • “splenor” from “spendor”
  • Shortening or altering an existing word. Examples include:
    • “enzem” from “enzyme”
    • “malaboo” from “Malibu”
    • “splenor” from “spendor”

Each of these methods can be helpful in creating a name that is distinctly your business. One of the most important things to consider is whether or not the word you have chosen is easy to pronounce. Words that don’t mimic natural language are difficult to remember. Customers that can’t/don’t remember your name are less likely to return to your business. Brand identity and awareness starts with a catchy and memorable name.

The task of coming up with a name can appear daunting. Fortunately, Brandroot has already done the work for you. Our imaginative names have been carefully created to give you the individualistic identity you are looking for. In fact, each of the examples above are all names available for purchase in our marketplace. Let us help you get your business off the ground. We have a name just waiting for you to make your own.

Last modified on Friday, 10 October 2014 11:38

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.