Brand – Jan, 2022

Why do brand names matter?

Why do brand name matter? Brand names matter because it stands at the very centre of your business. Anyone who’s tried to generate a new brand name will know that is is not a straight-forward process. There’s the legal side, creative element and tone – let alone availability. You can have too many ideas or not enough, and choosing between the options becomes a tricky task. 

In this article, we take a look at why brand names matter with a number of considerations that should be a conscious part of deciding upon a brand name. Developing a brand name should be an exciting experience, but it’s also important to be aware of the practical implications!

Influence on your overall branding

Brand names matter because they doesn’t exist in a vacuum – it will also have an influence on the rest of your brand design and marketing (see our brand tapestries article). Google’s logo is based on the first letter of the brand name, and their marketing team is constantly incorporating the name into the Google Doodle. If the brand name was something totally different like Advent, the logo would be different, as would the way the Doodle is designed. 

How the brand name will influence the rest of your brand should be a careful consideration while choosing it.

Enable future action

If a potential customer has seen your product or advertising but wasn’t in a position to make a purchase or jot down the name straight away, their ability to remember your brand name will determine whether they find your business when they have a moment. 

Having an easily memorable brand name will make a big difference here – one or two syllables, not too hard to spell, think Nike, Apple and Nikon whilst also remembering Make it easier for your future customers, and they’ll be more likely to reward you with their custom.

Brand names matter to help stand out from the crowd

It’s hard to think of a sector which isn’t currently saturated. With marketing and research tools so accessible as a result of the internet, everyone with a business idea is free to try it out. Having an excellent brand name will help you to stand out from the crowd, help your business to forge a path within the competition. 

Your brand name doesn’t have to relate to your business, and it doesn’t have to be an existing word! You can get  creative as long as the name you choose fits within the other parameters listed in this article: compatible with your overall branding, memorable and not too complex.

Avoid complications

As well as considering positives, when choosing a brand name you want to make sure you avoid some potentially damaging complications. You should choose a brand name with an available domain, and make sure that there isn’t another business with a similar name that could cause legal complications. 

If you’re unsure of the legal implications of a name that you’re keen on, consider seeking the advice of a legal professional. They’ll be able to walk you through potential legal ramifications, potentially saving you money and hassle in the long run.

Whether you’re looking to rename, rebrand or transform your existing brand, our team at Ice House Design is here to assist you from start to finish. Contact us directly to discuss your requirements. 


Posted by Jack Owen