What’s In A Name…Everything Mr Shakespeare

Your Brand Name should Reflect Your Brand Story

A company or an agency is more than an organization. It is time and money invested by you and your staff. It is the service that the company or agency provides to the society at large. More importantly it as an expression of your creativity. All these things deserve a proper name. SMEs come and ask Growth Kidhar Hai? Growth idhar hai, Ache brand name mein, self-respect mein.

About one year ago, a client came to us with a problem. He wanted to start his own fashion apparel brand for women in India. He had a lot of vague ideas but did not know where to begin the process of making this new brand. During the course of discussion he described with absolute clarity how he designed his apparels. We listened with fascination as brought his ideal woman to life with minute descriptions of how she would be dressed.

Inspired by his unique ability we decided to come up with a name for this woman. Her name was Ragonic. A combination of designer’s name Rahul and his iconic woman, hence Ragonic.

Your brand story deserves an a brand name that captures it. Your brand deserves a brand name that is unique and has a message in it.

With our vast experience working with in the SME sector we have noticed how little thought proprietors give to selecting their brand name. Their callousness is appalling. Your brand is your work, naming it appropriately is showing that work respect. Here are a few things that we keep in mind while coming up with relevant and impactful brand names.

Account For Acoustics

There is no point in keeping a brand name that is too complicated to pronounce. This happens often in the SMEs sector. Especially, in the fashion and engineering sectors where in an effort to sound ‘foreign’ brands come up with names that are too complex for a common Indian person.

When an Iron and steel manufacturer approached us with question of their Brand Name we suggested is ‘Metalogic’. A simple combination of the words Metal and Logic the name subtly highlight’s the brand’s expertise. The most important aspect of the name is its acoustics. Metalogic is very easy to say and therefore, easy to remember.

Think Local Before You Go GlobalThe city where the brand intends to be operational matters a lot in picking a brand name. The brand name needs to blend in perfectly with the milieu of the city and its ethos.

A furniture chain in Indore wanted to change its name. Research suggested that its name G-shanti made the brand come across not as a modern retail chain but as a small local store. To give position the brand as a key player in furniture market we suggested the name Urban Daily. The name was an effort to tap into the aspirational and tech-savvy Indori youth. The tech-savvy name ‘Urban Daily’ heralded the furnishings chain into modern category and the result was greater footfalls into the store.

Legacy BrandsCertain names carry a legacy with them and should not be changed. The best examples of this are Bhagat Tarachand and Keventers. Both the brands have established themselves in the market and need not change their names. However in certain cases product rebranding might be required to tap in to the benefits of being legacy brands.

Tayyabi is a 200-year-old unani medicine brand. They had the same names for the medicine for the last 100 years. The audience obviously could not connect to the names of these old medicines. So we suggested new names to the client with each name making the purpose of the medicine clear to the target audience.

Growth begins with right branding. Right branding begins with the brand name. Growth idhar hai, sahi first impressions mein. Your brand name is your first impression. It has to catch the essence of the brand identity in it. Remember the old adage "First impression is the last impression" or if you get it right "first impression will be a lasting impression". Brand name is everything after all the man who coined the famous phrase "What’s in a name?" was Shakespeare and there is no bigger brand name than that in English literature.