Fundamentals of Brand Development (1/3):

A strong brand starts with a solid foundation. In building a brand identity, we focus on three essential pillars: Name, Logo, and Communication. In this blog, we delve deeper into the importance of brand naming and how it forms the bedrock of a successful brand, drawing on insights from Thierry Cattoir's Brand Change.

De Rol van Naamgeving

A brand name is the core of every brand identity—the starting point from which all other brand elements flow. A strong brand name is not only recognizable but also meaningful, setting itself apart from the competition. It should reflect the brand's values and be strategically chosen to succeed across various markets.

There are several types of brand names, each with its unique advantages:

• Descriptive Names: These names directly convey what the brand or product does. An example is "Smartphoto," which clearly indicates a service related to photography. Descriptive names are often easy to understand, though they may sometimes lack the distinctiveness that a strong brand requires.
   
• Associative Names: Names like "Arvesta" aren’t fully descriptive but establish a subtle connection with the product domain. These names offer more flexibility and can help create a broader scope for application. By not being overly specific, associative names allow the brand to evolve over time.
   
• Fantasy Names: Names like "Nalu" are entirely unique and carry no direct product association but build a distinctive brand personality that adds emotional value.

To shift a brand name further to the left on the spectrum - thereby adding more meaning - it can be helpful to incorporate a tagline. A tagline provides additional context and can make the brand name clearer and more accessible to a broader audience.

Legal and Cultural Considerations

Beyond the creative aspects, it is essential to consider the legal availability of the name, cultural connotations, and possible language barriers, especially when aiming for international growth.

At Remarkable, our multidisciplinary approach enables us to support brands efficiently and sustainably in shaping their identity. By leveraging both legal and marketing expertise, we help companies choose brand names that are relevant and protected for both today and the future.

One example is our collaboration with the fashion brand Xandres. Originally known as Andres, the name needed to be adjusted due to legal restrictions in France. By efficiently rebranding to Xandres, we successfully enabled the fashion house to expand internationally. This name change preserved the brand’s established equity while giving it a fresh, modern look.

Conclusion

A strong brand name is the foundational pillar of brand development. Whether it’s descriptive, associative, or imaginative, each choice shapes how the brand is perceived and its potential for growth. By pairing the right name with legal certainty and strategic positioning, we create a solid foundation for successful brand building.

Curious about how a strong brand name can enhance your brand? Get in touch with us to learn how we can support you with brand name creation, legal protection, and international positioning.

Our next blog will focus on the second core element of brand development: The Logo. So, stay tuned.