Video summary

Курс «Как создать бренд». Урок 12: Как придумать нейминг

Main summary

Key takeaways

Business

High-level takeaway

  • A brand name is a short signal that must be evaluated in context: visual identity, verbal descriptor, product and communication. A single word can’t carry everything — name + design + descriptor together make the brand legible and ownable.
  • Prefer distinctive or coined names (neologisms) over descriptive/common phrases to ensure differentiation and registrability.

A name alone doesn’t make the brand — name, design, values and communication together create ownership and meaning.

Naming playbook — step-by-step (actionable)

  1. Generate many ideas

    • Work in a team; team creativity is a tool. Aim for dozens (recommended range: ~50–150 ideas).
    • Use many creative methods (the agency cited uses 30+ techniques: metaphor cards, structured questioning, etc.).

  2. Visualize and shortlist physically

    • Put names on a wall or table so they stay in sight.
    • In the first pass, mark unusually bold or “crazy” names for later review.

  3. Phonosemantics screening

    • Say names aloud repeatedly. Check pronunciation, stress and unintended connotations.
    • Remove names that are difficult to read for your target audience, but consider audience and brand tone (e.g., Latin/English-script names may be acceptable for young audiences).

  4. Graphic writing / design potential

    • Test how a name will behave visually (logo, packaging, elongated forms, shapes).
    • Use typography and visual techniques to amplify the name (example: a toffee brand elongated its name to mirror the product shape).

  5. Brand fit / persona alignment

    • Map names to brand character/persona (age, gender, temperament, values). Eliminate names that clash with the intended personality.

  6. Transliteration & international fit

    • Check transliteration and pronunciation across target markets; test semantic load in other languages.

  7. Competitive landscape / distinctiveness

    • Lay out competitors’ logos and names and evaluate whether your candidate stands out visually and semantically.

  8. Availability & digital presence

    • Check domain availability and social handles (common domains like .com or country-code TLDs may not be free). Consider alternative TLDs (.team, .project, etc.) when appropriate.

  9. Legal / trademark clearance

    • Shortlist 3–5 names (common agency practice) and send them to a patent/trademark attorney for deep clearance.
    • Legal verification timeframe: typically ~3–10 days depending on company and volume.
    • Understand registration types: national registration vs. international protection via the Madrid system.

  10. Market testing & decision heuristics

    • Test with the target audience, asking about feelings and associations rather than “do you like it?” (avoid basing decisions on subjective like/dislike).
    • Use perception-testing tools or big-data panels when budget allows (these can be expensive; example tool mentioned: Fauna).
    • Live with the name for a while and evaluate 5–10 year fit before finalizing.

Important rules, recommendations & do’s/don’ts

  • Do not use literal/descriptive names (e.g., “clothing store”) — they are hard to register and not unique.
  • Use a descriptor under the logo to explain the offering when using a non-obvious name (e.g., a “city taxi” descriptor under a brand).
  • Don’t pick a name solely because you personally like it; focus on fit, scalability and associations.
  • Don’t rush — allow time to test and “live with” a name.
  • A logo is not the brand; name + design + values + communication form the brand.
  • Watch phonosemantic/design congruence: sharp-sounding names pair with angular visuals (the Kiki vs Boobu example illustrates sound-to-shape mapping).

Concrete examples / case studies cited

  • “Nike and sausages” anecdote — mismatch between name and product highlights the need for relevance and credibility.
  • “City taxi” + “Uber” — use of descriptive taglines/descriptors to clarify non-obvious brand names.
  • Children’s brand “hug” — name and enveloping design matched target and tone.
  • Toffee brand “mum” (narration: “M”) — elongated name and simple font mirrored product shape, increasing memorability.
  • Kiki vs Boobu visual test — demonstrates phonosemantics (sound mapping to visual form).

Metrics, KPIs, timelines and numeric guidance

  • Creative techniques referenced: 30+ methods (agency).
  • Idea quantity: aim for ~50–150 candidate names.
  • Shortlist for legal submission: 3–5 names.
  • Legal/trademark checking: expect ~3–10 days for attorney verification (varies).
  • Consumer importance stat: ~74% of consumers consider the name an important factor when choosing a product.
  • Time-horizon evaluation: consider brand fit at 5, 7 and 10 years out.

Operational / legal notes

  • Check national trademark registration first; use the Madrid system for international protection.
  • If .com/.country TLDs aren’t available, consider alternative TLDs or slight name variations, but weigh brand clarity and discoverability.

Testing & tools

  • Qualitative research: focus groups and surveys centered on feelings and associations.
  • Quantitative tools / big-data perception platforms exist but can be expensive (agencies use them).
  • Example tool mentioned: Fauna (as a name-testing option).

Presenter / source

Alina Rakitina — brand technologist with 12+ years’ experience; presenter and author of the lesson.

Original video