What's in a [Brand] Name?

Welcome back to another edition of "Get On The Brand Wagon," where we’re diving into the fascinating world of brand names. Ever wonder how the right name can propel a product or company to success?

Let's explore some interesting stories behind famous brand names, including our very own Brand Whisperer, and share a tip on how to approach #branding or #rebranding your business.

The Story Behind Brand Whisperer

Let’s start with our own name. At TLS Brand Whisperer, we aim to help businesses find their unique voice and communicate it effectively to their audience. The name “Brand Whisperer” encapsulates our approach: we listen closely to the needs of our clients, gently guiding and refining their brand until it speaks directly to their target market. Think of us as the Cesar Millan of the branding world – we talk (or whisper) brand speak! 🗣️✨

The Iconic Name of Nike

One of the most famous naming stories is that of Nike (whether you like -or not- their social stances as part of their marketing). Originally called Blue Ribbon Sports, the company rebranded to Nike in 1971. The name "Nike" was inspired by the Greek goddess of victory. The now-iconic swoosh logo was designed by a graphic design student named Carolyn Davidson, who was paid $35 for her work. The swoosh represents the wing of the goddess, symbolizing movement and speed. Now that’s bang for your buck! 🏃‍♂️✔️

Google: From Googol to Global Dominance

Google’s name is a play on the word "googol," a mathematical term for the number represented by a 1 followed by 100 zeros. The name reflects the company's mission to organize an immense amount of information on the web. Interestingly, the original name for the search engine was "Backrub," based on the system’s method of checking backlinks to estimate the importance of a site. Imagine saying "Backrub that!" instead of "Google that!" 🤓🔍

[Re]branding Tip

When considering branding or rebranding your company or product name, here’s a Brand Whispering technique to start your journey to success:

1. Reflect Your Values 💖🌟

Example: Patagonia

• • Patagonia's name reflects its commitment to the environment and adventure. Named after a beautiful and rugged region of South America, it resonates with the brand's mission to produce sustainable outdoor clothing and gear while promoting environmental conservation. The company's values are clearly mirrored in its name, making it easy for consumers to connect with its mission.

2. Simple and Memorable 🧠✨

Example: Apple

• • Apple is a perfect example of simplicity and memorability: it’s short, easy to pronounce, and remember. It doesn't directly indicate technology, allowing the brand to grow and diversify its product line over time. The simplicity of the name also contributes to its strong brand identity.

3. Unique 🌈🔍

Example: Google

• • The name Google, derived from "googol," as explained above, is distinctive. It stands out in the tech industry and is easy to remember. The uniqueness of the name has helped it become synonymous with internet search, setting it apart from competitors…But will AI replace search engines? We shall find out soon enough…

4. Future-Proof 🚀🔮

Example: Amazon

• • Originally an online bookstore, Amazon's name, inspired by the vast and diverse Amazon River, allowed it to expand into various product categories. The name doesn't confine the brand to a specific industry, which has been crucial for its growth into a global e-commerce giant.

5. Culturally Sensitive 🌎🤝

Example: Coca-Cola

• • When Coca-Cola expanded internationally, it ensured its brand name was culturally appropriate and adapted to various languages. For instance, in China, Coca-Cola is known as "Kekou Kele," which roughly translates to "tasty fun." This careful attention to cultural nuances has helped maintain its positive brand image globally. No matter our views on international trade, this super-sized titan benefitted in global revenue growth, reaching $45.75 billion in 2023, a substantial portion coming from the Asia-Pac region.

6. Legal Checks 📜🔏

Example: Nike

• • Before adopting the name Nike, the company conducted thorough legal checks to ensure the name was available and not already trademarked. This step is crucial to avoid potential legal issues and ensures the brand can establish a unique identity without [costly] conflicts.

#BrandIdentity is more than a name!

Whether you’re a start-up or an established business, we hope you recognize that a name is more than just a label; it’s an integral part of your brand’s identity. By reviewing stories behind famous brand names and applying thoughtful techniques to your own naming (or rebranding) process, you can create a strong, memorable brand that connects with your audience to go beyond purchase and create – ta-da! – raving fans – a la Ken Blanchard!

P.S. if all else fails in a rebranding exercise, just name it "Google 2.0"—everyone loves a good sequel! 😂

P.P.S. How can we help activate your brand story? Let’s talk; drop a line below or email tricia@brandwhisperer.ai