NAMING #7: BE POETIC
A hundred years ago companies generally named themselves after their owners or their location.
They might choose a snappier brand name for products but they were mostly practical and descriptive.
But early brand names did sometimes get poetic, with elegant metaphors to summon up a vision of the ideal.
There’s a delicate balance here. How can you describe what you do clearly yet add a touch of the idyllic to your brand?
How about Robertson’s Golden Shred marmalade with its strips of orange peel, and Cadbury’s Dairy Milk chocolate? They’re such familiar brands in the UK
The current trend is to use short names, sometimes invented, that
Evocative names abound in fine
Band names go from the
Some of the most inventive names belong to bloggers: A Donkey on the Edge, If You Lived Here You Would Be Home By Now, Random Acts of Reality and 66,000 Miles Per Hour.
- The accepted wisdom these days is to keep brand names short and snappy, but if your
organisationisn’t the short, snappy type, go against the grain. Not everything has to sound like a new car name.
- Make evocative names memorable. If they’ve too many words, customers tend to remember them
- Cass Art uses “Let’s Fill This Town With Artists” on their shop fronts. It doesn’t have to be
your brandname that you use on all your signage; you can also use a statement of intent.
*Maybe not quite all of them.
What do you think?
Have you got a