Creating a new food brand name…where does the inspiration come from? There are many approaches to take in creating a food brand name and each has its upsides and downsides. In the end, however, it is important to understand that whatever brand name is chosen, it must be unique, distinctive, memorable, and most importantly…ownable. It is equally important to remember that a name is only one aspect of the total brand experience and it will be the layers of brand story, presentation, and meaning that will build the brand.
Here are some approaches that can be used to create a new food brand name:
1. Invented names. These are made-up words…think Eggo or Kleenex for example. Inventing a name has several upsides: they are definitely unique and create differentiation in the market. They are a blank branding canvas in that these words do not carry any emotional baggage or associations. In the digital space, URL’s of these names are more likely to be available. The biggest downside is the time it may take consumers to associate a word they have never seen or heard with the product…it takes a little more patience to market invented brand names. The most important caveat is to make sure that the name is not difficult to say or spell.
2. Functional/descriptive names. These are totally literal brand names…think Pizza Hut or Weed B Gon for example. These are the simplest forms of brand names, but with some creative tweeking, they can become unique and memorable. The biggest upside for functional brand names is that consumers know immediately what the brand delivers in terms of product purpose, and all that remains is to build brand awareness and a positive brand experience.
3. Associative/image based names. These names evoke a personal response…think Red Bull or Mustang. Associative/image based brand names rely on the response mechanism of consumers to associate the brand name with an image that encompasses the brand. These names are often metaphors for the functionality of the brand and build on the emotional needs of the target audience. The one caveat to remember with these types of brand names is to make sure that the brand name does not conjure up negative emotions, images, and responses. This is particularly relevant for global brands that have to play well in many cultures and languages.
4. Provenance based names. These names are associated with the origin of the brand…think Evian or American Airlines. These brand names are associated with their geography or history, their origin or provenance, and that association has a high value in terms of marketability. If the provenance is somewhat obscure, but still very relevant, it may take a greater brand building effort to educate consumers about the provenance of the brand name.
4. Abbreviations/initials based brand names. These names are simplified or truncated versions of brand names…think BMW rather than Bavarian Motor Works. These brand names are often created when descriptive names are awkward or have lost their context and importance. It is not uncommon for brand names of provenance to eventually be reduced down to an abbreviation. It is important to make sure that the abbreviation does not inadvertently spell a word or have a double meaning that would be detrimental to the brand.
5. Founder brand names. As suggested, these names are based on the brand’s founder…think Smucker’s or Newman’s Own. Founder brand names evoke a sense of trust in consumers, but only if the founder’s reputation is impeccable. A famous founder, such as Paul Newman, has the same or greater value as a celebrity endorsement. There is one caveat to consider in basing a brand on the founder’s name and that is if some future event clouds the founder’s reputation, the entire brand can suffer by name association.
