{"id":5609,"date":"2021-06-30T10:35:02","date_gmt":"2021-06-30T15:35:02","guid":{"rendered":"https:\/\/www.atom.com\/blog\/?p=5609"},"modified":"2022-08-12T12:15:56","modified_gmt":"2022-08-12T17:15:56","slug":"heres-a-guaranteed-way-to-get-excited-about-your-brand-name","status":"publish","type":"post","link":"https:\/\/www.atom.com\/blog\/heres-a-guaranteed-way-to-get-excited-about-your-brand-name\/","title":{"rendered":"Here\u2019s a Guaranteed Way to Get Excited About Your Brand Name"},"content":{"rendered":"\n

Today, we\u2019ll be exploring a fairly advanced naming concept that isn\u2019t frequently talked about on the internet. What we see fairly often is that entrepreneurs and product specialists going through the name development and selection process struggling with what we have come to call Brand Imagination<\/a>. <\/p>\n\n\n\n

Brand Imagination is the ability to imagine, envision, and become excited about the elements of a brand and how they all come together into a powerful while at an early stage in brand development before the elements are actually built out.<\/p>\n\n\n\n

How is Brand Imagination a Stumbling Block?<\/strong><\/h2>\n\n\n\n

Let\u2019s say you know all about your brand, you\u2019re excited, and in that excitement, you grab a pen and paper and get into this naming process. <\/p>\n\n\n\n

You\u2019re doing it yourself and writing every name that pops into your mind, or maybe you\u2019re more sophisticated, and you\u2019re using your computer; you got a few words in a fancy black font on your screen.<\/p>\n\n\n\n

But that\u2019s just what it is, words on a screen! It doesn\u2019t stir any emotion within you; you\u2019re not excited about it, you can\u2019t connect with it the way you do with the names of other brands you\u2019ve engaged with all your life. <\/p>\n\n\n\n

And the problem lies here because all the brand names you\u2019ve engaged with aren\u2019t just words; they\u2019re more than that. They have logos, websites, videos, and often years of story and emotional connection. <\/p>\n\n\n\n

This creates a huge brand gap that separates what you\u2019re creating for your business (which is currently just words on screen) and what you\u2019re comparing it to\u2014which are these big businesses you\u2019ve been engaging with for so long.<\/p>\n\n\n\n

And that\u2019s where Brand Imagination comes in. You need to bridge that brand gap with creative imagination and start envisioning what the word on paper can become.<\/p>\n\n\n\n

So How Can You Get Excited About Your Brand Name?<\/strong><\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Courtesy: Unsplash<\/em><\/p>\n\n\n\n

Many people trying to find the best name for their business, or products, don\u2019t get excited about the name\u2014even after they\u2019ve found a great one\u2014because they don\u2019t know how <\/em>to get excited about it.<\/p>\n\n\n\n

Most entrepreneurs we\u2019ve met have found a name that satisfies all of their needs but because they aren\u2019t excited about it, they keep moving in an endless circle, looking for more names, and wasting valuable time that could help their products in the market.<\/p>\n\n\n\n

If that sounds like you, then a simple technique that\u2019d help you get excited about your brand name would be to imagine your name in color, what it would look like with a logo, think about it with regards to your story, and how it\u2019s going to help your business connect with its audience.<\/p>\n\n\n\n

Learn From Slack\u2019s Story<\/strong><\/h3>\n\n\n\n

While using your imagination, don\u2019t be literal about it. Think about Slack. Slack isn\u2019t a descriptive name; there\u2019s a huge amount of imagination needed before someone can see Slack on a piece of paper and build that company in their mind.<\/p>\n\n\n\n

Anyone looking for the perfect name they\u2019d be excited about must be willing to take a risk<\/a> and not listen to their friends who\u2019d probably go, \u201cwell, you know, your name has to be this, it has to be that,\u201d because these friends typically aren\u2019t naming experts, their advice could lead to a generic brand name, and that’s the last thing your want for your business.<\/p>\n\n\n\n

Stewart Butterfield, Slack\u2019s founder, must have been excited about being disruptive because for an app that connects people to the information they need by getting them to work together as a unified team, Slack, has a pretty laid-back name.<\/p>\n\n\n\n

And just like Stewart saw a vision of how Slack could be very disruptive in their space, you too can start by putting the things you\u2019re excited about your business and connecting them back to your brand name.<\/p>\n\n\n\n

Learn from Apple\u2019s Story<\/strong><\/h3>\n\n\n\n

Steve Jobs and Steve Wozniak were so excited about creating a human experience that when they wanted a name for their company, they opted for something human, something experientia. And what\u2019s the one thing everyone\u2019s engaged with? Well, an apple.<\/p>\n\n\n\n

And even though they considered other options like Executex and Matrix Electronics, Apple became the perfect brand name because it tells us a wonderful brand story that was completely different from the cold and complicated images the brand names of other tech companies evoked.<\/p>\n\n\n\n

But Jobs and Wozniak would\u2019ve never chosen Apple<\/a> if they didn\u2019t start imagining how the name could help them tell a really special story, how it could be unique within the market. Their imaginations spurred them to excitement and led to the creation of the mega-brand.<\/p>\n\n\n\n

And like Apple, it\u2019s your imagination that would help you see how a particular name can help your business move towards what you want it to be when it grows up.<\/p>\n\n\n\n

It\u2019s like preparing for your wedding and seeing a dress on a rack\u2014or thrown on the floor\u2014versus putting it on, putting your make-up on, and having your hair done. The difference is obvious. Imagination is key.<\/p>\n\n\n\n

We know it\u2019s difficult to get excited about your brand name when it\u2019s just on a piece of paper, but it gets a lot easier when you put your brand name ideas<\/a> to work by visualizing them or telling stories with them. <\/p>\n\n\n\n

Are There Other Ways to Imagine Your Brand?<\/strong><\/h2>\n\n\n\n
\"woman<\/figure>\n\n\n\n

Courtesy: Unsplash<\/em><\/p>\n\n\n\n

Sure! There are other ways to get excited about your brand, and one way you can do that is to visualize it in action. Start by thinking about the hero image of your website and how it\u2019s going to look like.<\/p>\n\n\n\n

But don\u2019t stop there; think about Gucci. Gucci is a fantastic short name, the Italian brand has set itself apart as a brand of excellence, but when you think about it, Gucci didn’t just do that by building a brand around the excellent design of its products, they communicated it with creative styles, brilliant colors, superb models, and even celebrities.<\/p>\n\n\n\n

Nike is another excellent example. The company is well known for sponsoring many athletes across multiple sports, from Tiger Woods to Michael Jordan and Cristiano Ronaldo. <\/p>\n\n\n\n

Now, Nike is just a cool short name on a piece of paper with a little hint of meaning, but with the athletes paid to promote their brand, customers began associating and connecting Nike with the greatness of these sports stars. And it\u2019s this customer association that made Nike what it is today.<\/p>\n\n\n\n

Like these brands, you can start by imagining the famous people who\u2019d align with your brand. Imagine these celebrities saying your brand name; imagine it on their clothes; imagine them promoting your brand on their Instagram and Twitter accounts.<\/p>\n\n\n\n

Your Industry Matters<\/strong><\/h3>\n\n\n\n

Remember, it all depends on the industry you\u2019re focused on. If you\u2019re a tech company going to a venture capitalist firm, you need a name that aligns with the focus of the venture capitalist. How would you feel if this prominent venture capitalist says your name? Would it make sense? Would it align? Would it be able to tell your unique story?<\/p>\n\n\n\n

There\u2019s a big problem if you go to a client company for whatever reason and say, \u201cI am the most innovative brand,\u201d but your name is classic and flat. It could ruin your chances of closing the deal, so get a great name that represents your business in the best light. <\/p>\n\n\n\n

The idea here is, if you would love for Elon Musk, or whoever your role models are, to be excited about your new technology, then you need to ask yourself if it aligns with their personality and fits where they\u2019re going.<\/p>\n\n\n\n

Get your Mind to See Details<\/strong><\/h3>\n\n\n\n

Using your mind to see your business in action transforms your name from an ordinary word into a real, tangible, three-dimensional part of your business.<\/p>\n\n\n\n

We all get excited when we savor the food we\u2019re about to eat in our minds for five to six minutes. We start tasting the different ingredients in it. <\/p>\n\n\n\n

That\u2019s why when someone asks us if we want a hamburger, our minds instantly start remembering the cheese, the pickles, the buttery fresh-baked brioche bun, and the delicious ground beef on the last hamburger we had.<\/p>\n\n\n\n

And that\u2019s precisely how our minds work. Your brand name would become more enjoyable when you get into the details and start seeing the models, website, graphics, and the kinds of commercials you\u2019d be making in the future.<\/p>\n\n\n\n

Don\u2019t Reject Your Name<\/strong> <\/h3>\n\n\n\n

You know, it\u2019s very easy to start nit-picking your brand name, and reject it because you think it doesn\u2019t work, while in reality, there\u2019s something wrong with every single brand name in the market.<\/p>\n\n\n\n

There\u2019s never been a completely perfect brand name. Take PayPal, for example. Even though it\u2019s a wonderful name\u2014one of our favorites\u2014it is not <\/em>intriguing. It just tells you what it is. Amazon isn\u2019t descriptive. Tinder isn\u2019t descriptive. These names don\u2019t tell you who these brands are.<\/p>\n\n\n\n

For many people who\u2019ve found a brand name, it\u2019s so easy to wrap your head around what it isn\u2019t, and pretty hard to wrap your head around what it can be, and where it can go. But now matter what, don\u2019t reject a name that\u2019s perfect for your business because you weren\u2019t excited about it. <\/p>\n\n\n\n

Be Daring<\/strong><\/h3>\n\n\n\n

Everyone trying to learn how to name a business<\/a> must get over the stumbling block of thinking their brand name is just a word on a piece of paper. You need to be daring enough to use your creative imagination to envision how that name can become what you\u2019re trying to create.<\/p>\n\n\n\n

Like we said earlier, Nike on a piece of paper is a short name; it\u2019s cool, but no one goes, \u2018Wow! That\u2019s a great name\u2019 when they hear it. <\/p>\n\n\n\n

But what makes Nike what it is today was the simple fact that Phil Knight and Bill Bowerman followed the mental picture they had about their company and built it into something great.<\/p>\n\n\n\n

Now that you know how your imagination can make you fall in love with your brand name, it\u2019s time to dig deeper and see how that name can breathe life into your business.<\/p>\n","protected":false},"excerpt":{"rendered":"

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