“What’s in a name?” is a classic line from the play Romeo & Juliet penned by Shakespeare. This happens to me quite frequently, whenever I handover my business card to someone. The first question people ask is, how did I come up with this name Le Monturé? The name means a mount in French and is derived from a French word Aiglemont, which means mount of eagle.
One of the reasons of keeping Le Monturé as a name is that it helps me distinguish myself from the rest of cliché names. Name is the first thing you hear when someone or something is introduced. Interesting names play as an ice breaker when you meet someone for the first time.
The following is my perspective on naming a product, company and eventually creating a brand!
Naming a company and having a logo is not that matters, what is more important is creating a brand. This quote by Elon Musk (the real world Tony Stark), founder at Tesla, PayPal puts the term brand in the right perspective
Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.
Branding helps us to become memorable, stand out from the crowd and last but not the least connecting with customers / users. So how do we make the brand memorable? To make a brand memorable you need a good design, a good story, a unique personality and good knowledge of customers
Design
A good design should not have many colours and it has to be simple and easy to identify. Don’t get too obsessed or fuss over it. Use the KISS (Keep It Simple, Stupid 🙂 ) approach.
Nike, McDonalds, Apple and our very own Tata & Make in India logos are pretty simple and straight forward. It has a great brand recall value.
Story
Build a great story behind the brand. Human brain has a thing for good stories and helps in retaining the attributes of a brand. Let’s look at some of the approaches.
The PSS (Problem, Solution & Success) approach is mainly sales focused as we are addressing a problem. Dropbox’s founder, was tired of forgetting his USB (problem) so he thought of a cloud-based file hosting system that would solve his problem (solution). When Dropbox was launched, we already had similar products from Google & Microsoft, but what worked in Dropbox’s favour was the simple design and interface.
The Underdog approach helps to build an emotional connect towards your product. It works when your product is pitted against the market leaders and you have a unique value proposition to counter it. Snapchat launched with a clear target of fighting privacy invading networks like Facebook who store everything in their database. Here the no storing of customer data was a unique value proposition and the users immediately lapped it up.
Personality
Just like humans have personality, brands have personality too. All the brands are defined by one of the archetypes which are listed below:
Magicians are visionary organizations or people who believe in synchronicity, serendipity, miracles, and mind over matter. Eg: Axe
The Caregiver Archetype is compassionate, loyal, and generous. Passion and purpose come from service, sacrifice, and putting others first. Eg: Dove
The secret of a Hero Archetype is who they are, not what they do. In fact, they don’t even think of themselves as heroes at all. Eg: Nike
Explorer brands understand that there are no limits to becoming and no end to learning. Eg: Virgin
Innocents believe life is simple, uncomplicated and good. Whether it’s childlike or mystical, this archetype has deep variety. Eg: Disney
Go ahead and stand on your head. Jesters are allowed to bend the rules and this allows them to see things from a fresh perspective and engage out-of-the box thinking. Eg: Ben & Jerry’s
Revolutionary Archetypes do things radically differently, on purpose. They bring an energetic willingness to weed through the clutter and challenge the status quo. Eg: Apple
Ruler Archetypes know how to get things done. They enjoy leadership roles and act in a commanding, authoritative manner. Eg: Microsoft
The Sage Archetype has faith in humankind’s ability to learn and grow, to make smarter decisions. Eg: Harvard University
Inherently non-conformist, the Creator Archetype is expert at seeing the big picture and rearranging pieces to craft meaning. Eg: Lego
The Lover Archetype is connected by something deeper. They inherently understand the power of affection and emotions. Eg: Hallmark
The Everyperson Archetype represents the common man and woman. Think of the village green, democracy or a comfortable group where everyone fits in. Eg: Amazon
Source: https://www.allegorystudios.com/magician-archetype/
Knowing your customer
This is the most critical aspect when it comes to branding. If you don’t know what’s memorable to your customer, than you cannot create a memorable brand. The best way to know what your customer needs is to do a one on one interview or do a market survey on similar products / services.
Hope this post helps you in creating a memorable brand. Let me know your thoughts and stories of your journey in building a brand.
(Sajid is a consultant & advisor to SMEs & startups. You can follow him on @sajidkhetani)
This article was originally published here
asha chaudhry
hi sajid,
i agree with you on most points. i’ve got an advtg background, so branding is very close to me.
in fact, when i was expecting my baby, i went through thousands of new age names over the internet with interesting meanings. i named her aarini – which means adventurous and many rodinhooders will vouch for it, that she lives up to her name!!
but i do believe in having a memorable name. it needs to be sticky. do folks remember le monture?
unique names do arouse intrigue. if the meaning and the story behind the story is interesting, then only will it stick.
most people call us ROBINHOODS 🙁
then you have to explain it’s D for dhandha. and the story of Rodin the thinker + Robinhood + the doer
and then the usual question – how did it all begin? (the story of trhs)
so we explain this – https://www.therodinhoods.com/forum/topics/how-blogging-changed-my-life
most people love the fact that alok made socks for 10 years before becoming a digital entrepreneur!
logo/design – completely agree with KISS!
personality is the most fun part. and the most difficult as well 🙂 i really like how you’ve elaborated on this point.
also, it’s interesting how you’ve woven in “knowing your customer” into the branding bit. you’re bang on. there is no brand without the need for it 🙂
rohan has said something really interesting in his post: “You may have the best product, the quirkiest brand name and the fanciest logo BUT if you can’t sell it, then sooner or later you will have to shelve it.”
https://www.therodinhoods.com/forum/topics/the-missing-link-between-passion-and-profits
i’d like you to read two more posts on naming/branding.
this one’s by alok – https://www.therodinhoods.com/forum/topics/whats-in-a-name-1
What’s in a Name?
Creedence Clearwater Revival (CCR) inspired me to write this blog. If you haven’t heard CCR, I suggest you do – it’s immortal rock music that will heal your soul.
So, what’s in name? Would you call your band ‘Creedence Clearwater Revival’? Try saying the name fast.
Or if I were a food entrepreneur, would I call my restaurant Mc Kejriwal? What on earth does ‘Lays’ chips mean? I don’t care where Altoids came from. Oh my God, my ketchup is called Heinz and my cereal is called Kellogg’s. What do I make of The Oberoi, or The Hyatt? Hell I want a coffee really badly.. Starbucks here I come…hmmm…that’s hardly the appropriate name of a place that would sell coffee! I love Sony…. Please just explain the brand name to me one day. Honda, Toyota, Samsung, Yahoo, et al, we know today because of their amazing products and services. Not because their name got us to buy them.
Spending time and money on the perfect ‘brand name’ creation is all bunk. Those who pretend that it matters are the false advertising types whose livelihood depends on making people spend money that they don’t need to.
My belief:
Put your money where it matters. In making your product or service the best. Your brand and what its stands for. Blah blah will be taken care of by your customers
****
asha chaudhry
and this one!
https://www.therodinhoods.com/forum/topics/albatross-around-our-neck-perils-of-choosing-a-wrong-name
Albatross around Our Neck – Perils of Choosing a Wrong Name
Well this is the mistake which no one wants to make, but many end up doing so. Either due to over planning or hasty decisions, but this is one of the biggest mistakes any one can make and we learnt that the hard way.
Starting up had always been a dream, and leaving a comfortable corporate job and daily hustling was something we were really prepared for. But that was not enough.
Everything starts with the name, and that’s where we had a hard time. We were very clear on our business idea, in which direction we wanted to move, and our future plans, but still a name has to be the one thing, that can reflect everything we want to be and also Available (considering so many new websites coming these days and with the domain management companies, it’s hard to find a good domain name at a good price).
After struggling through a long process, and unable to find a good name, we decided to go with the Shakespeare Quote: “What’s there in a name”. So, we started thinking of names out of the blue which could be in some way related as well. We were stuck on ZupiterG, a zingy name..right?
The Z in Jupiter will make it appealing and ‘G’ has been associated with Craftsmanship in Irish Culture. So the name was decided and the journey started. By the way, We are a Contemporary Home Decor Online Store (I know what you are really thinking now!)
After we launched, with the help of online and offline marketing efforts, we started gaining good traction with orders and queries, and we happily completed our initial targets. But after the first three months, when we were expecting the sales to grow, we observed customers are having difficulties in remembering our name. Those who succeeded couldn’t type it properly, and personal referrals were out of the question.
This could have been a big indicator for us, but we were all boosted by the thoughts of converting an adversity into an opportunity, and if people are not getting our name we will tell them so many times that they won’t forget us (Wishing something magical to happen here). I guess motivational movies and pep talks do have that effect on you.
It was the month of February, when we were having a meeting with our mentor Mr. Vashist, he asked us to consider again, and he was so serious that we gave it a big thought. We told him we are in love with the name (and feel it will turn out to be right), and he quoted, is it for you or for people, lets ask them.
We were now back to the thinking game, and we started calling a few of our customers, talking to them, getting their feedback on the name. By the end of 2 weeks, it was clear that we had made a mistake and the name is bit confusing. So the question was, what will we name ourselves now and what will happen to all the hard work that we have done so far. But as the saying goes, the best way of getting ahead, is getting started.
Lessons Learned from this:
P.S. we have successfully changed our name from ZupiterG.com to Homesake.in , and are re-working on Branding and Marketing . Though we lost business of 1.5 months, but we are happy to have offloaded the Albatross.
Teacher: So, what do you do?
Me: Working on my start-up by the name ZupiterG.com
Teacher: Ahh, so many young kids have software and web development companies these days.!!
Me: (With twisted face)..Its not a software company
Teacher: I never knew you had an interest in Aeronautics
Me: What? It’s a Contemporary Home Decor Online Store!!
Teacher: Ok. What was the name again?
Feedbacks and suggestions are welcome..!!
Find us on https://twitter.com/Homesake_India
Sajid Khetani
Thanks Asha for your wonderful comments. Aarini is indeed a wonderful name.
Agree with you that unique names will only stick if the story behind it is interesting. People do have difficulty in remembering the name Le Monture, but when I share the story behind it, they do tend to register it.
Alok’s blog on Creedence acted as an inspiration for this post.
Alok Rodinhood Kejriwal
When you are successful, you become a brand.
Sunil Suri
Microsoft was highly successful brand when it comes to Windows, but google disruptive mobile technology kicked microsoft out of competition so far as the mobile platform is concerned.
Sajid Khetani
Absolutely
Sajid Khetani
Lack of foresight by Microsoft in terms of knowing their customers played a major role in they losing out to Google. Microsoft already had a mobile OS then, but they failed to capitalize on it.
Now we are seeing a very agile Microsoft under a new leadership which is adapting itself to the changing dynamics of the tech world. Be it releasing their office products as individual apps viz., word, excel or giving away their latest edition of Windows OS as a free upgrade to all its users.
Ashwin C Parulkar
I would have been more pleased to read about those insights with respect to your brand eg
What story your brand tells?
What is it’s personality?
What’s ur Valprop against your competitors value prop?
What is so special about your product ?
What is your present brand valuation ?
Ashwin C Parulkar
Glad that you finally got away from zupiterg (still it would have worked if You had chucked the G)..you would have avoided lot of this pain had you consulted an expert like Asha, ( zupiterg was like a travel company on Mars with a name Neptune travel that takes you to Earth)
rebranding is costly and painful some times it’s a conscious choice of. Company eg mahindras ,wish you get over it ASAP (ie you got over your self obsession) , Homsake Is much much consumer friendly though it’s close to (homesick) but that’s ok
Ashwin C Parulkar
BTW fruity spent 80 cr on rebranding
asha chaudhry
hi ashwin,
i think you meant to comment on avi jain’s post –
https://www.therodinhoods.com/forum/topics/albatross-around-our-neck-perils-of-choosing-a-wrong-name
Abey John
While I have no actual experience struggling with brand identity I think the brand quotient is given too much airplay in our heads as startups. The thing that comes back to me when clients start agonizing over branding and naming is Amazon. The first time I heard about it I thought it was peddling some stuff from the Amazon rainforests. Was thoroughly disappointed when I saw it was staid ole retail. But now? The brand has taken root purely based on one factor – trust. All the stories of Jezz Bezos slogging it out as a quant and then begging everyone plus their mothers to invest in his company does not matter to me one whit when it comes to the sale.
I do agree that brand does have a role in moving the ‘buy now’ decision making apparatus in our heads BUT as a Direct Response Marketing disciple I will echo the hallowed words inscribed on DRM Mountain. “Fuck Branding. Make the Sale.” 🙂