Sure, there are always exceptions. But strangely, the exceptions have become the norm of any business; in fact, they have become an obsessive business. Plenty of theories, case studies, models, brand gurus, naming experts, brand managers and directors, they come in various shapes and sizes to tell you how to brand your business.
Before we look into business brands, let’s examine how we were named by our parents and how we continue to name our children. There are four broad systems or methods in India. A. Based on a model or a formula: Naming is based on numerology, sounds based on a zodiac sign or a star B. Based on a ritual or a custom: Naming is based on forefathers, family deity, ancestors, and so on C. Based on inspiration from a living or dead person, idealising a celebrity, or perhaps a personal fantasy D. An Attitude: A stubborn urge to ensure it is unique, exotic, or a mere show-off with a belief you are the chosen one, far above others. The very function of naming is to be addressed and recognised.
Ditto when it comes to naming brands in the world of business. But there is one big difference. Naming is also expected to draw preferences, choices and ultimately lend to sales, ownership and help maintain relationships with consumers.
Anybody who has never seen a business school will also tell you the obvious basics of a brand name.
The name should be easy to pronounce, it should be possible for all tongues across India to articulate, it should be easy to remember and should be unique to its business.
Wonder which marketing or brand guru would have dared to name and market a kid’s product as Alpenliebe or as Bourneville or Moser Baer for the masses. But then, given the media spends, time and distribution muscle, the brands thrive in the Indian market.
Positioning/unpositioning There have been numerous brand names which have become a huge success without any planning or so-called brand strategy and there have been even more brands which have failed in spite of brand gurus and marketing veterans naming the brand. The question then is, do brand names matter?
The brand name does not matter as long you have enough money, resources and time to spend. Any brand name can be made to deliver. The whole trick behind naming a business is towards ensuring faster returns at the shortest possible time, with the smallest amount of money and resources.
To ensure the brand name gives the business an advantage, an edge or endurance, one needs to examine and implement the much discussed art of positioning or the science of Un-Positioning.
Consumers need to be constantly directed or guided to stop doing something and start doing something else, or be encouraged to continue what they are doing.
Brand names need to be in line with this plan, give meaning to the competitive stance and strengthen the brand positioning stance. If clear about the brand protocol then the brand name should justify the protocol it will stand to hold with its consumers.
The source for choosing a brand name could be lexicon-based where it is a coined name capturing the essence of the brand (Fedex, Blue Dart); a benefit-based name (All Out, Real Juice); a product or business indicative (Absolut Vodka, Pizza Hut); name based on origin to demonstrate authenticity (Malabar Gold, Madurai Masalas); personal name to give the personal touch (GK Vale, PNR Sons); based on technology (Nimbus Technology for cloud computing), and such. There are many more routes but what matters is, how clear is your brand vision and purpose?
If you have a great product or a service idea and you like a particular name, then go ahead and name it and if you consider any name will do, then too it’s not a problem.
Just be prepared to face the onslaught of competition or someone challenging you for a similar name in the business or don’t be surprised if your customers are mistaking you for some other brand, or worse, if someone forgets to remember your brand.
And, of course, be prepared to have unlimited time and resources to build your brand.
Funny when we see children being named. Just because the father names his son Abhay (meaning fearless) he doesn’t become a brave child, nor will a child named Aishwarya become a Miss World. (And guess how many would have named their son Sachin?)
Similarly, when it comes to business brands, mere naming will not result in the desired outcome.
We need to ensure it is nurtured, strengthened, protected, shaped and monitored to be relevant, unique and engaging as a brand and as a business.
Pavan Padaki is Author: Brand Vinci, Principal: Insights In sight and Director: Strategy & Creative, brand-comm