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Ever heard of anthimeria? It’s when you start using a word in a new grammatical form, like a verb.
We do it all the time. Just think of the success of iconic brands like Uber, Google, or Hoover. Their names have become synonymous with the products they offer and have transcended the boundaries of language and culture.
So if you ask, what’s in a name? A lot, actually.
Coming up with a memorable brand name for a business can be a lot harder than you might think. Figuring out a new brand or sub-brand name for a fresh start, a pivot or a merge can equally seem like a daunting task.
You could just ask AI to churn out some random word ideas and pick the one that sounds good but brand naming should be taken seriously. There’s much more to keep in mind than just how it sounds. It’ll say so much about your brand personality, and it will be used everywhere.
Okay, let’s take some of the pressure off. You now probably understand that a brand naming process is kind of a big deal in brand building.
Here we’re going to dissect it into smaller, achievable steps, so you too are able to choose a great brand name that will stand the test of time.
Step 1: Get to know your customers
Step 2: Identifying your brand
Step 3: Brainstorm ideas
Step 4: Evaluate your options
Step 5: Launch your brand
Step 6: Monitor your brand metrics
Let’s look at your brand name as one of the building blocks of a strong brand identity. When chosen right, it captures the essence of your brand in just a word or two and leaves a lasting imprint in the minds of your consumers.
Here’s what to keep in mind when picking a new brand name. Important to note: you don’t have to check all these boxes, just pick a starting point.
So, how do you come up with a great brand name? The steps below will guide the way.
Start by understanding your audience and market. Use a tool like Attest to survey potential consumers and discover what resonates with them. Identify their needs, preferences, and the language they use. It will give you a solid foundation on which to build your brand name.
Figure out what’ll make your customers buy
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Now you know your target audience, it’s time to get to know yourself. What does our brand stand for? What is its history, and what does the future look like? Give your brand a personality, an identity. This will make it easier to identify names that fit.
With your market research in hand, it’s time to get to the drawing board. Host a brainstorming session or focus groups, and let the ideas flow. Don’t censor yourself at this stage. Below are some routes to take to get the creative juices flowing:
Now that you have a list of potential names, it’s time to evaluate them. Use the factors we outlined earlier: Does it suit your brand? Is it distinctive and intriguing? Is it future-proof? Is it simple, culturally relevant, and legally available?This is where you go back to your target customer to find out which of your options will make a great brand name.
With creative testing, you can find out what your audience really thinks. Run your top choices by your target audience. Use an online tool like Attest to survey your demographic.
Now that you’ve got a great name, it’s time to introduce your brand to the world. Remember, your brand name is just the first step. It needs to be supported by a strong brand strategy and consistent messaging, but you don’t have to reveal it all at once. Revealing your brand name first, as a sneak peek, can create a buzz and help with brand awareness.
Once your brand is out of your head and into the real world, it’s crucial to keep an eye on key brand metrics.Keep the conversation with your customers open and ask them the right questions. Are people remembering your brand name? Is it sparking the right emotions? Is it strengthening brand recall and recognition? Brand tracking with Attest ensures your brand name continues to resonate with your audience.
We’ve been over some brand names everyone knows and can think of, but there are many more great examples out there. Here’s some more inspiration.
Your brand isn’t just a name or a logo. It’s an evolving entity that’s built on continuous learning, understanding, and adapting to your audience’s needs and desires to make sure you give them what they really need.
This is where a tool like Attest comes in handy.
Attest can help you track your brand’s performance, gather valuable consumer data, and make informed decisions that put your brand on top of the industry and competition.
Market research gives you insights into your target audience’s needs, preferences and perceptions, which are crucial for shaping not just your brand name, but every aspect of your brand.
Launch a brand you know will be a hit
Find out BEFORE you launch whether or not consumers will love your brand name—using consumer insights from Attest.
Choosing a good brand name involves understanding your brand’s essence, its personality and its target audience. Here are a few steps to guide you through naming process:1. Define your brand: Understand your brand’s mission, vision and values. Know your brand’s personality—is it fun and playful, serious and professional, or something else?2. Know your audience: Understand who your target audience is and what they value. Your brand name should resonate with them.3. Brainstorm: Generate a list of potential names. Be creative and consider different types of brand names—real words, made-up words, acronyms, etc.4. Shortlist: Narrow down your list based on the relevance, ease of pronunciation, and memorability of the names. Do they capture your brand’s essence? Does it sound too much like other brands in your industry? Does it sound good in other languages? Get enough objective criteria to make a safe, but successful choice.5. Test: Get feedback on the shortlisted names from your target audience. Do they understand and connect with the names in the way you want them to?
Market research plays a crucial role in naming a brand. It helps you:– Understand your audience: By knowing your target market’s demographics, preferences and needs, you can create a brand name that resonates with them.– Analyze competitors: You can see what naming conventions your competitors use and find ways to differentiate your brand.– Test potential names: Market research lets you test potential brand names with your target audience. This feedback can help you refine and choose the most effective name.Mitigate risk: By researching cultural implications and existing trademarks, you can avoid potential legal issues or negative associations with your brand name.
A good brand name is vital because it:– Creates a first impression: Your brand name is typically the first thing people encounter about your brand. It can shape their initial perception of your brand.– Helps stand out: A unique and memorable brand name can help your brand stand out in a crowded market.– Facilitates brand recall: A catchy and easy-to-pronounce brand name makes it easier for customers to remember your brand.– Conveys brand personality: A well-chosen brand name can reflect your brand’s personality, values, and mission, helping to attract a like-minded audience.
There are several types of brand names, each with its strengths. Here are a few types:– Descriptive names: they directly describe what the company does. Examples include General Motors and Toys “R” Us.– Evocative names: these names evoke a relevant emotion or idea. Brands like Amazon and Nike fall into this category.– Invented names: names that are made-up words created to be unique. Examples are Kodak and Xerox.– Lexical names: use wordplay, like puns, alliteration, or rhymes. Dunkin’ Donuts is an example.– Acronymic names: these are names based on initials or acronyms, like IBM and KFC.– Geographic names: named after a location relevant to the brand, like Fuji Film or Cisco (short for San Francisco).– Founder’s names: derived from the brand’s founders, like Ford and Disney.
Customer Research Principal
Elliot joined Attest in 2019 and has dedicated his career to working with brands carrying out market research. At Attest Elliot takes a leading role in the Customer Research Team, to support customers as they uncover insights and new areas for growth.
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