This particular chat is the second one regarding the topic of brand naming, having tackled the first part a couple of weeks ago. As evidenced, naming plays a big role when it comes to branding, internet marketing and social media. As one tasked with naming, your brand’s name will have a big role to play in the impact your brand makes to your audience. If there’s one aspect you need to get right, it’s the naming.
Many thanks to BRANDidos Kip Meacham, Kate Gansneder, Danielle Miller and John Bell for putting forth the questions that the chat was focused on, which included:
1. Is a brand name more important than a brand message?
2. When should companies brand solely on the company name?
3. Worst examples of brands (or campaigns) that “lost in translation.”
4. What needs to be in place for companies to move on to branding specific products (or lines)?
Brandchat: Participants | Replay
On to the chat’s highlights then. Enjoy the insights, thoughts and ideas, and make use of them where possible.
Is a brand name more important than a brand message?
- Names aren’t that important. Originality and consistency is. Would Red Bull mean anything if it wasn’t for messaging? @Twel5
- Brand message trumps brand name. I believe that the message can impact the impression of the name, not vice versa. @PrintingBig
- Not in a million years. Brands are built on culture. Brand names simply become symbols of what those cultures represent. @j_barrick
- The message reinforces the brand, which makes the name more memorable. @SurdellPartners
- The message is always more important than the name. The definition of the name is shaped by the message. @DomGarrett
- The brand message, or PROMISE, is most important. If the name matches it helps, but it isn’t necessary. @Mr_McFly
- Both need to be successful, as one can’t work without the other. @lttlewys
- Brand names don’t mean anything until we make them mean something. @Twel5
- Of course, a great brand name – like Dropbox – may reinforce your messaging and recognizability.
- A message can work with (almost) any name. But a name is nothing without a message. The brand name is MUCH further down on importance. First is context, then content, and then the name. @DomGarrett
- Sadly, names are often already in place before a full strategy is thought out, meaning they can’t always be a perfect match. @PrintingBig
- Any name can work once the brand’s reputation establishes. Many brand names don’t make “sense.” @csinkus
When should companies brand solely on the company name?
- When the name is aligned with the mission, values and product/service. @GeraldMoczynski
- When the brand is widely recognized by and associated with their product or service. The name speaks for itself. @ICUC
- When your brand is synonymous with the product, then bank solely on your name e.g. Coke. @Twel5
- Few brands can afford to let a name speak for itself, except for the legacy brands that are synonymous with their product. @850BizMag
- Brands like Coke (for example) started with a message (and still work with a message) - so they’re not relying on the name alone. @PrintingBig
- Never. The name is one part in a greater mix of branding efforts. The name alone means nothing until it means something. @SJAbbott
- Even legacy brands need an accompanying message that speaks to NOW and to relevancy. @LoisMarketing
- When company names become a verb, it’s good. When company products become a product, even better. @StudioOne
- You cannot rest on a good name. Apple, Polo, Nike, Coke, General Motors, Kleenex, and others are learning about this. Top brands sell their brand as a lifestyle as opposed to product. @brandchat
- When you shout your Brand Name around and you get back your Message as the answer, for example Ted Talks = Ideas Worth Spreading. @Dacarett
- When the brand name is strongly affiliated to the product/service. Like when one says “Hershey’s” you know they are talking about chocolate. @avik_munshi
- The brand message is very important. Many people always ask for a KLEENEX or a BAND-AID, never a facial tissue or bandage. @TheSignDepot
- In choosing names, be SURE to think about acronyms … it could be ugly. @ABHuret
Worst examples of brands (or campaigns) “lost in translation.”
- The Stub Hub commercials with the ticket tree. Weirdest thing of all time. @Tommykuegler
- When “Got Milk” accidentally asked Mexicans if they were lactating. @StudioOne
- The Sprint Family Plan with the hamster as a husband has me totally lost … @ORIS4COLOR
- Classic – Nova (which in Spanish means ‘no go’) @brandchat
- Lost in translation examples can be found here.
- Brands need to know their audience and consider how it can go wrong (for example, the 40 worst names ever list)
- Was confused by the Dermablend campaign “Reveal Yourself” – using makeup to reveal your true self?? @PrintingBig
- Cadillac’s American chest-thumping ad during the Olympics. Ouch! @magriebler
- Even Vogue had a HUGE misstep with their Kimye cover. What doomed them was using a hashtag. @ABHuret
- Brands need to follow news in REAL TIME and have a kill switch for scheduled tweets in the event of disasters, shootings, and so forth. (Entenmanns infamous #NotGuilty tweet on the same day as the Casey Anthony verdict is a case against scheduled tweets) @ABHuret
- Doing what’s trendy, instead of doing what’s right for your brand and business (especially long term). @caff
What needs to be in place for companies to move on to branding specific products (or lines)?
- Vision. Value. Quality. Execution. @GeraldMoczynski
- A solid understanding of the brand itself, and the goals for the specific lines. People just throw stuff out there too often. @ORIS4COLOR
- The brand’s key messaging needs to be present in products or spinoff lines, but with added specificity to gain new traction. @EmmaCunningham
- A clear brand message and then a connection to that message with its products. These things MUST match. @Mr_McFly
- It’s important to ask whether a new brand/product truly needs a name. Too many names + brands often add to customer confusion. @PrecisionSocial
- Purpose and strategy for sure. You can’t even start to create the rest without knowing the Why. Research is a must, too. Taking risks is good, but make sure they’re calculated. A smart brand doesn’t fly blind. @PrintingBig
- Let’s go back to dear ol’ Apple. Sometimes you have to go out and CREATE the need/desire for your product. @LoisMarketing
- Nailing down what makes your brand unique. @SurdellPartners
- Your company culture needs to be solid and intertwined with your brand message. Exude the brand in all aspects. @j_barrick
- Culture plays a huge and very core role for your brand. Everyone in the company needs to understand the role they play in it. @mariaduron
Strategy, focus and niche are intricate parts of crafting a great brand name and even before that knowing what your brand message is. Use your brand as the guidepost in your decision making to develop the foundational congruency of your brand.
Author Bio:
Maria Elena Duron is Editor-in-Chief of the Personal Branding Blog. Duron is a small business marketing coach with Buzz to Bucks, and the creator of #brandchat – recognized as one of the top 12 business and marketing chats. She is a published expert on branding and marketing in Entrepreneur Magazine. She speaks regularly to small businesses on marketing that’s profit driven and appreciation marketing. Duron is also a partner at Appreciation at Work.
