In the competitive world of business, a company's name can make or break its success. Alexandra Watkins' book, "Hello, My Name is Awesome," offers invaluable insights into the art and science of crafting memorable brand names. This comprehensive guide provides entrepreneurs and marketers with practical advice on how to create names that resonate with customers and stand out in a crowded marketplace.
Introduction
Shakespeare may have believed that a rose by any other name would smell as sweet, but in the realm of business, nothing could be further from the truth. A company's name is often the first point of contact between a brand and its potential customers. It sets the tone for all future interactions and can significantly impact a business's success.
Watkins argues that while a great name can help people connect with your product, a poor choice can alienate, confuse, or bore potential customers. Through her expertise and experience, she guides readers through the dos and don'ts of naming a company, offering a wealth of practical advice and real-world examples.
The SMILE Approach: Creating Sticky Brand Names
One of the key concepts introduced in the book is the SMILE approach to creating brand names. This acronym stands for Suggestive, Meaningful, Imaginary, Legs, and Emotional. Let's break down each component:
Suggestive
A great brand name should hint at what the company does or offers without being too literal. For example, Amazon suggests a vast selection of products, much like the enormity of the Amazon rainforest. This suggestive quality allows for growth and expansion beyond initial offerings.
Meaningful
Names should convey meaning to potential customers. Watkins advises against using personal names for businesses, as they don't carry inherent meaning for strangers. Instead, choose names that communicate something about your brand's values or offerings.
Imaginary
Evocative, visual names can be incredibly powerful. Timberland, for instance, immediately conjures images of rugged outdoor adventures, perfectly aligning with their product line and target audience.
Legs
Names with "legs" create opportunities for wordplay and brand extensions. Ben & Jerry's ice cream flavors, like "Chunky Monkey" and "Half Baked," demonstrate how a playful naming convention can become a core part of a brand's identity.
Emotional
Emotional appeal is crucial in branding. Names that evoke positive feelings or resonate on an emotional level can drive customer engagement and loyalty. The fragrance "Obsession" is a prime example of how a name can tap into deep-seated emotions and desires.
The Seven Deadly Sins of Naming
Just as important as knowing what to do is understanding what to avoid. Watkins outlines the Seven Deadly Sins of Naming, using the acronym SCRATCH:
Spelling Changed
Altering the spelling of common words in an attempt to be unique can backfire. It often leads to confusion and difficulty in finding the brand online. Häagen-Dazs, while successful, has long struggled with its non-intuitive spelling.
Copycat
Mimicking successful brands (like using "i" prefix to copy Apple) can make your company seem unoriginal and potentially lead to legal issues.
Restrictive
Names that are too specific can limit a company's growth. Canadian Tire, for example, sells much more than just tires but struggles to expand due to its restrictive name.
Annoying
Forced or contrived names, especially those using trendy suffixes like "-ly" or "-mania," can irritate potential customers.
Tame
Generic or uninspired names fail to stand out in a crowded market. Avoid using common words like "cloud" that don't differentiate your brand.
Curse of Knowledge
Using industry jargon or insider terms in your name can alienate potential customers who aren't familiar with the terminology.
Hard to Pronounce
Names that are difficult to say or spell create barriers for word-of-mouth marketing and online searches. Avoid backwards spellings or acronyms that aren't immediately clear.
The Creative Process: From Brief to Brand Name
Watkins challenges the conventional wisdom of group brainstorming sessions for naming. Instead, she advocates for a more structured and individual approach:
Draft a Creative Brief: This document serves as a roadmap for your naming process. It should include your target audience, brand values, words to avoid, and other crucial elements that define your brand identity.
Solo Brainstorming: Work independently to generate ideas based on your creative brief. This approach allows for more diverse and creative thinking without the influence of group dynamics.
Research and Inspiration: Use the internet to explore related concepts, movie titles, song lyrics, and images that align with your brand vision. This can spark new ideas and associations.
Feedback and Refinement: Once you have a shortlist of potential names, seek feedback from trusted sources. Look for consensus but don't be afraid to trust your instincts, especially if a name feels right even if it seems unconventional at first.
Securing Your Digital Identity
In today's digital age, your domain name is crucial to your brand's online presence. Watkins offers several strategies for securing the right domain:
Align Your Domain with Your Brand: Whenever possible, try to secure a domain that matches your brand name exactly.
Be Creative with Extensions: If your ideal .com domain isn't available, consider alternative extensions like .net or .biz.
Add Descriptive Words: Using prefixes like "get" or "try" before your brand name can help you secure a domain that's close to your ideal.
Protect Your Brand: Purchase domains with common misspellings of your brand name to redirect traffic to your main site.
Be Cautious with Country Codes: While creative use of country code domains (like .ly for Libya) can be clever, be aware of potential risks and restrictions.
Check for Unintended Meanings: Ensure your domain name doesn't create unfortunate word combinations when the words run together (like "therapistfinder.com" for "therapist finder").
The Importance of Flexibility
Watkins emphasizes that it's never too late to change your brand name if you find a better fit. While rebranding can be challenging, the benefits of a strong, memorable name often outweigh the temporary inconvenience of making the switch.
Practical Tips for Implementation
Throughout the book, Watkins provides actionable advice for putting her naming principles into practice:
Use voice recognition software to test how easily your name can be found through voice search.
Consider how your name might look on merchandise like t-shirts or hats.
Test potential names with a diverse group of people to ensure broad appeal.
Be prepared to make a lowball offer for your ideal domain name – you might be surprised at what you can negotiate.
Use strategic capitalization to avoid unfortunate word combinations in your domain name.
Real-World Examples
The book is filled with case studies and examples of both successful and unsuccessful brand names. These real-world illustrations help readers understand the practical application of Watkins' principles:
- Positive Examples: Facebook, Timberland, Ben & Jerry's
- Cautionary Tales: Flickr (spelling issues), XOBNI (backwards spelling), PenIsland (unfortunate domain name)
The Power of Emotion in Branding
A recurring theme throughout the book is the importance of emotional connection in branding. Watkins cites research showing that up to 50% of business decisions are driven by emotion. This underscores the need for names that not only describe what a company does but also evoke positive feelings and associations.
Balancing Creativity and Practicality
While encouraging creativity, Watkins also emphasizes the need for practicality in naming. A name might be clever or unique, but if it's difficult to pronounce, spell, or remember, it fails in its primary purpose. The book strikes a balance between fostering creative thinking and ensuring that names are functional and effective in the real world.
Adapting to Digital Realities
The book acknowledges the significant impact of the digital age on branding and naming. Watkins provides up-to-date advice on navigating the complexities of online presence, from securing domains to optimizing for search engines. This forward-thinking approach ensures that the book's advice remains relevant in an ever-changing digital landscape.
Ethical Considerations in Naming
While focusing primarily on the practical aspects of naming, Watkins also touches on ethical considerations. She advises against names that could be seen as culturally insensitive or potentially offensive, highlighting the importance of considering diverse perspectives in the naming process.
Final Thoughts: The Lasting Impact of a Great Name
In concluding her guide, Watkins reinforces the long-term value of investing time and thought into choosing the right name. A great name can become a powerful asset, contributing to brand recognition, customer loyalty, and overall business success.
The book's overarching message is clear: in the world of branding, names matter. By following the principles outlined in "Hello, My Name is Awesome," businesses can create names that not only capture attention but also create lasting connections with their target audience.
Watkins' approach combines creativity with strategic thinking, offering a roadmap for creating names that are not just clever, but also practical and effective. Whether you're an entrepreneur launching a new venture or a marketer looking to rebrand an existing product, this book provides invaluable insights into the art and science of naming.
By avoiding the common pitfalls and embracing the SMILE approach, businesses can craft names that stand out in a crowded marketplace, resonate with customers, and provide a strong foundation for long-term brand success. In an era where first impressions are often made online and attention spans are shorter than ever, the importance of a strong, memorable name cannot be overstated.
"Hello, My Name is Awesome" serves as both a practical guide and an inspiring call to action, challenging readers to think critically and creatively about the names they choose for their businesses. It reminds us that in the world of branding, a name is not just a label – it's an opportunity to make a lasting impression and forge a meaningful connection with your audience.