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What is naming and why it is important?

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You've probably heard the phrase: “Your ship will sail as you call it”. It describes the importance of the naming process in the best way. It is the name that determines the "character" of your brand.

At first glance, the process of naming is very simple, but actually, it requires a lot of effort and energy. There is no universal formula that can be applied in all cases. However, when you’re developing a name for a business, a product, or a service, you have several options:

  • Use the founder or inventor’s name (Hewlett-Packard, Gucci, Tiffany & Co)

  • Describe what you do (Southwest Airlines, Burger King, Alpen Pharma,)

  • Random word (Apple)

  • Make up a word (Google)

  • Figuratively used word (Nike (Greek goddess of victory) Amazon (the world's largest river in South America)

So if you want your “ship” to take the long road, try to avoid making hasty decisions and find the best brand name with the help of specialists.

But how to start a naming process? First of all, it is necessary to understand the essence of your product or service. Imagine that your brand is a person with its personality traits and unique habits, and try to feel it. Then understand who your potential clients are, how you will interest them, and make them use your product.

The naming process becomes easier when you know a few simple rules:


  • The name should be easy to pronounce and remember. Attract people's attention when using in a sentence. Do not have negative meanings in foreign languages.

  • In exceptional cases, it may contain more than three syllables in one word.

  • It contains more vowels than consonants.

  • It is desirable that it contains no more than 2 words or be used as an abbreviation.

  • Corresponds to its price and range.

  • Do not cause negative or incorrect associations.

Taking into account these basic principles, specialists generate plenty of potential names and begin brainstorms. After many discussions and experiments, they choose the name which expresses the company's main message and conforms to the basic principles of naming.


So choosing a successful name for your brand is not an easy process. Only teamwork and professional approach will help to get the desired result.

Slice Consulting has more than 15 years of experience in this field and is ready to help you choose a great brand name.


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