TELL ME YOUR NAME AND I WILL TELL YOU WHO YOU ARE
When someone asks you who you are, your usual response is to state your name. Completely normal, as your name is your first introduction to the world and one of the most important ones. Throughout your life, you may change your style or even your shape, but it is much harder to change your name. The same goes for brands; you can change your logo, but changing your name is much more complex.
Why is it important?
Naming brands is one of my favorite arts, but undoubtedly the most difficult.
You must always start with a name that represents you, one that you can be proud of.
Our name is an intangible asset that surpasses market fluctuations, evolutions and modifications in the environment, changing technology, and trends.
A competitive name should be:
1. Recognizable: Strengthens and drives brand awareness.
2. Evocative: Conveys the brand concept through positive associations.
3. Memorable: Prompts identification and increases differentiation from the competition.
4. Unique: It's different from everything else in your market.
5. Global: A name capable of facing the internationalization of the brand, while also generating local engagement.
Branding tip: avoid using letters specific to certain territories since they may not appear on your customers' keyboards, for example, N (..)"