What's in a Name?

Wherever we're from, whenever we were born, one of the first things we're given is a name. For most of us, this name has been with us for life and is one of the first bits of information we give to people when we meet them. More often then not, it's the first thing we identify with somebody when we think of them. Names, like all words, are never neutral. They are coloured and alter our perception of people. How often do we hear someone say “he's such a typical (insert name).” Similarly, a name is the first thing that springs to mind when we think of a product or brand. From Nescafe to McDonalds, the name of a company is the first and, possibly, most important point of marketing.

Despite this, so many business managers overlook the importance of the name in forming a first impression of their company: customer service, price or a great product are often wrongly seen to overshadow everything else. Experience is in the mind, not simply in the product or service you offer, and names skew public perception of your company. It's why cars made with the same parts can charge more based on the badge they display on their noses.

Because of this importance, countless celebrities and designers have manufactured their names to make their image more appealing to the public. Ralph Lifshitz became Ralph Lauren. Elton John was born a certain Reginald Kenneth Dwight. Tom Mapother became Hollywood superstar Tom Cruise. Perhaps anticipating the public's need for a succinct and memorable surname, Jennifer Aniston's father abandoned the family's surname of Anistassakis before the Friends star was even born.

So, when it comes to companies, what makes a good or bad name? Credibility, memorability, how it sounds and looks and the relevance to the business or product category are all key. 'Funny', 'youthful', 'high-tech', 'homely', 'girly': these are all possible attributes your name might have to consider. Too often, brand names are over-literal, with the product or unique-selling point being explicitly described in the company title, overlooking the need for brand engagement and subtle communication. Here, words like 'professional' fail because they are too brash, and a sceptical public naturally begins to think about an effect known in the marketing world as 'the implication of the opposite.'

If we take two examples of what I think are good brand names, we can see how they offer a wide interpretive scope of positive statements about their company that build a relationship with their customers. The UK smoothie brand 'Innocent' has a name that appeals to the imagination, by not being overly prescriptive. This bravery is rewarded in the humour between the idea of a tasty treat and the idea that you are allowed to enjoy it, as it's healthy and pure, free from artificial ingredients and funny stuff. Of course, as with all clever brand names, it also hints at something else, in this case, environmental credentials. And it does all this within a quite cheeky and ambiguous name that leaves imaginative scope and trust to the public, asking them to engage with the brand.

Another brand offering us not-so-healthy treats is the baked goods and cakes company, Mr Kipling. Of course, Mr Kipling does not and has never actually existed. Instead, his name is the perfect vehicle to get across the company's brand values of tradition and excellence. The idea of using a name that personifies the company is an excellent way to get across the human touch, in this case, the idea that the cakes are handmade and created by the mythical man himself, even though they aren't. What's more, the address of the surname 'Kipling' harks back to an older, gentlemanly era of home baking and honest values, all critical attributes for a brand that insists on good old-fashioned quality.

So, to conclude, when it comes to launching your company, remember to disregard the old lie that 'names will never hurt me.' Your company name is one of the first decisions that will go a long way to determining the success of your business and is the one piece of marketing that will likely be with you throughout your journey.