Brand name creation
Brand name creation is the free use of ideas, words, parts of words and syllables from different fields and different languages. At INCREON Brand Naming Agency, we use clearly defined creative processes to develop and select suitable names for products, companies, services or brands. As part of the brand creation process, we conduct extensive brand research by our naming experts and extensive linguistic analysis by native speakers.
BRAND NAME CREATION.
Toward the goal with structure and creativity.
Creating brand names at first sounds like a lot of creativity. Creativity is indeed needed while juggling with letters, words, and syllables in various languages. At the same time, only the combination of structured and unstructured thinking leads to the goal during the brand naming process. Once the brand name has been created, it is necessary to ascertain whether it is eligible for protection. This requires brand name research and often in-depth language analyses during the creative process. This is the only way to create strong names for companies, products and brands.
Structured creativity in company naming, product naming and brand naming
At the start of brand name creation, it is important that all brand name creators in the team at the brand naming agency know the key points of the naming strategy. This enables targeted creative work and creates consensus on which naming approaches and name suggestions are possible and largely correspond to the desired brand naming direction.
In its creative meetings, the brand naming team uses classic techniques to foster creativity. These include, at an early phase, in particular, mind mapping, which collects together thoughts and fields of words. Attribute listing is a systematic and analytic method with the goal of more closely describing properties or attributes, making it a source for creating brand names.
The known creative techniques such as brainstorming and brainwriting are used in the creative team at the naming agency. The 6-3-5 method is also used. In the first round, six participants write each three ideas. The paper is passed around five times; each time, each person writes more name ideas arising from the first three or the following brand name ideas. In a short time, over 100 creative brand name ideas are generated.
Christina Bastl
Brand Naming
If you don’t want to leave the creation of your new B2B brand name to chance, then talk to our brand naming experts.
Why semantic intuition is helpful in brand name creation
Semantic intuition is helpful when working individually or in teams. This creative method for creating brand names for companies involves collecting and listing words from the environment of, for example, product features, applications, or solutions. In the more sophisticated version, there are two lists — for example, a list with terms that describe functionality and another with emotional aspects.
The combination of the words or syllables is the source of inspiration for new name ideas. Playing with terms and concepts in various languages extends the possibilities. With this creative technique, it can also be quite interesting to use words that have nothing to do with the product itself. This expands the spectrum of ideas. Our brand naming experts have an intuitive understanding of the meaning and context of language. This requires a strong sense of language and naming experience.
Reaching the brand naming goal by using creative techniques
The aim of creating names by using various creative techniques is to generate a large assortment of names that are in harmony with the naming strategy and which, during the next step, can be chosen and evaluated in accordance with their strategic fit. The names that stand out at this stage, are memorable, and fit the naming strategy move on for a content review at the naming agency. More on this on the pages: Trade mark protection and conflict research, trademark research in naming. You can also read about company naming, corporate naming and product naming and creating claims and slogans on the following pages.
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