Hello, My Name Is AWESOME: How to Create Brand Names That Stick

In the journey of creating a brand, the name is the first handshake, the initial spark that invites a customer to connect. Imagine walking into a room and being introduced not just by your name, but by a name that makes people smile, that conjures vivid images, that feels meaningful and alive. Names that make you smile are infectious; they invite conversation, create buzz, and build loyalty. This is the magic captured in the SMILE framework — five qualities that transform a simple word into a powerful brand identity. First, a name should be Suggestive, hinting at something about your brand in a creative or metaphorical way, not just describing it plainly. Think of a name like 'Amazon' — it evokes vastness, adventure, and scale, perfectly aligning with the company’s ambitious vision. Then comes Meaningful: the name must resonate with your audience and communicate something valuable or relevant to them. It's not just about what the brand owner thinks but about what the customers feel and understand. A meaningful name builds trust and pride among customers and employees alike.

Next is Imagery. Names that paint pictures in the mind are easier to remember. When you hear 'Timberland,' you don’t just see letters; you see mossy forests, rugged boots, and the great outdoors. Imagery-rich names stick in memory and make brands unforgettable. Then there are Legs — the ability of a name to stretch beyond a single product or service, supporting a family of offerings with consistent themes. Apple’s 'i' series or playful names like 'Firetalker PR' illustrate how legs can give a brand endless mileage. Finally, the name should be Emotional, tapping into feelings that motivate action. Half of all buying decisions are driven by emotion, and names that evoke joy, excitement, or trust have a distinct advantage. Consider a name like 'Fat Bastard' for wine — it’s bold, funny, and memorable, making customers smile and reach for it.

These five qualities are your compass to navigate the complex world of naming. They help you create names that don’t just label products but tell stories, evoke feelings, and invite people into a brand experience. As you embark on this creative journey, keep these principles close. They will guide you to names that make people smile instead of scratch their heads. Remember, a great name is the foundation of a powerful brand.

With this understanding, we can now explore the common pitfalls that can derail even the most promising names. Let’s turn to the seven deadly sins of naming and learn what to avoid to keep your brand shining bright.