More on Brand Naming

Recently a fellow entrepreneur asked a great question about brand naming (ask an entrepreneur column), basically how do you go about it. To define the actual steps you go through when thinking of a name for your brand can be quite difficult so I let the question hang around in the recesses of my mind.

Through subconscious research I came across some material I think might be helpful to us all, I was flicking through a magazine and came across a new make up brand called – Photo Finish. What a perfect brand name.

It’s billed as a make up primer, no doubt it’s just a bit of vaseline mixed with something else but the brand name, personified everything that a woman buying make up wants: to look like the models in magazines as they do in their photo shoots.

Those two words, Photo Finish, elicit an emotional reaction in consumers who are looking for ways for their skin to appear more polished, airbrushed even.
So I think if you can keep in mind what your target audience is ultimately after and personify that in a brand name you are set.

Think of Sarah Jessica Parker’s perfume ‘Lovely’, which I might add has done double the original quota pulling in around $60 million. Are consumers buying the scent of an actor who was once on a TV show? No they are buying what her most famous character, Carrie, personified – independence, fun and glamour.

Now this is easier said than done I realize, but not difficult when you sit down and really focus on what your consumers want. You may need to do some in depth research but that can only add to your overall success.

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