a brand name designed for Internet success.
Mar 15, 2005
Author: E. Mattoon
If you are launching a new company or product chances are you have
given some serious thought to what name you will choose. Choosing
a great, yet functional name has become more challenging than ever
with the introduction of the Internet. The Internet can be a tremendous
marketing instrument in promoting and establishing a new brand identity.
To fully take advantage of this unique digital marketplace, additional
consideration is needed when choosing a name that will lead to online
Before the dawn of the Internet age, an effective brand name did
not have to meet as many criterias as it does now. Consumers did
not have to put forward a lot of effort in remembering a products
brand name. A distinguishable offline brand name primarily meant
making sure your potential customer would recognize the product
name or logo when they saw or heard it. In a retail store, a brand
only competes with other brands on the same shelve or isle. A customer
can usually find and recognize an item without even remembering
the brand name. At most, they would need to be able to pronounce
it, so they could ask for it by name.
On the Internet, a brand name is competing against millions and
millions of words. A brand name that works effectively in the digital
world is highly dependent on being memorable without any visual
reminders. The Internet has changed the way consumers remember and
use brand names. Unless you own a unique brand name or established
trademark name, it can be very difficult to effectively compete
More and more people today use the Internet to find and shop for
items they want. The Internet is commonly navigated by the use of
search engines. Search engines assist us in finding businesses,
products and information on the web. They require that we enter
the correct spelling of a word for it to display the appropriate
matching results. If a name is misspelled, then unrelated search
results could appear that are not at all associated with what the
person is really looking for.
To allow people to quickly find a brand name online, they should
be able to easily remember and reproduce the exact spelling of the
name. It is now more important than ever that a customer be able
to correctly spell-out a brand name on the fly, even after just
hearing it once. By having a brand name that is memorable and easy
to spell, an Internet surfer will be able to quickly locate it online.
When the brand name is searched for with the correct spelling, it
will ensure that an exact match will appear in a search engine’s
When it comes to naming a new product or brand, you can have search
engines working for you or against you. Below are some helpful guidelines
to help you create a well-formulated name for use on the Internet.
- Avoid homophones (such as night and knight, that are pronounced
the same but differ in meaning and sometimes spelling).
- Avoid common words or phrases where many search results appear.
- Avoid long and hard-to-spell words to reduce misspelled word
- Avoid names that have controversial websites on matching domains.
- Avoid names confusingly similar to ones currently in use by
- Do use your own trademarked or established name.
- Do use short names over long multi-word names with many syllables.
- Do use new invented words that are easy to spell (I.E. joogles)
- Do combine known words for new word combinations (I.E. moonsoft)
- Do check trademarks and prior use before deciding on a name.
- Do obtain a matching domain name, when available.
There are always a few exceptions to these guidelines. A lot depends
on your marketing budget and how the new brand name will be marketed
to current and new customers. If you are able to focus on visual-based
advertising, then using an altered spelling of a common word may
serve your purpose (like Saturdae). Whatever direction you decide
to go, I hope you find that perfect brand name that stands out online.
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