How Psychology and Linguistics Drive Brand Success
Choosing a brand name is one of the most critical decisions for any handmade business. It's not just about sounding catchy; a good brand name is rooted in psychological principles and backed by science. My team and I recently conducted a deep dive into the latest scientific research on branding and product names, using these insights to select a highly effective brand name for one of our latest launches. Here's an overview of the key principles behind crafting a brand name that resonates with customers.
The Science of a Strong Brand Name
1. Easy to Pronounce = Trustworthy
According to recent research by Ariyh, brands with names that are easy to pronounce are perceived as more trustworthy. This is because simple names are easier for our brains to process, creating a sense of familiarity and comfort. When I rebranded one of my collections, I chose names that rolled off the tongue. Customers responded positively, with several even mentioning how they "loved saying the name" when they shared it with friends. This led to an organic boost in word-of-mouth marketing for my brand.
Tip: Choose words that are easy to say. Avoid complex or hard-to-pronounce words, which can make your brand feel distant or intimidating. If your customers struggle to say your brand name, they'll be less likely to share it.
2. Avoid Misspellings
While misspelled words can sometimes be unique, they often hurt a brand’s effectiveness. Ariyh suggests that misspelled names can confuse customers and make it harder for them to recall the brand. In my early days, I experimented with a quirky, misspelled name for one of my lines. I quickly realized the error when customers struggled to find my products online or pronounce the name correctly. Lesson learned: keep it simple and intuitive.
Tip: Stick to words that are spelled correctly. It’s fine to be creative, but ensure your brand name is easy to remember and search for.
3. Use Memorable Wordplay
Incorporating wordplay can make a brand name more memorable. The name "Science Says" cleverly plays off the familiar game "Simon Says," creating a link in the customer's mind that’s both catchy and fun. I used a similar strategy with my “Bee-lieve” lip balm, using a pun that aligned with the product's bee-themed branding. Customers loved the play on words, which helped the product stand out and boosted brand recall.
Tip: Try using wordplay or familiar phrases in your brand name. This creates a mental connection that makes your brand more memorable.
4. Keep It Short and Internationally Understandable
Science suggests that shorter brand names (three syllables or less) are easier for people to remember and pronounce, especially in a global marketplace. "Science Says" is composed of just three syllables, making it simple and versatile for international audiences. When naming my new candle line, I found that names with two to three syllables performed better in different regions compared to longer, more complicated names.
Tip: Aim for a brand name with three syllables or fewer. This not only makes it more memorable but also ensures it’s easier to translate and pronounce in multiple languages.
5. Be Directly Suggestive of Your Main Benefit
A brand name that hints at your product’s main benefit can make a positive impact on customers. “Science Says” directly suggests that the brand explains what science has to say on various topics. For my own brand, I used names like “Glow Potion” for a skincare product to immediately communicate the product’s benefit. This approach led to higher conversion rates, as customers felt they understood the product at first glance.
Tip: Include words or phrases in your brand name that give customers a clear idea of what your product is about or what benefit it offers. This helps create an instant connection with potential buyers.
6. Make It Likable at First Impact
First impressions matter. A brand name that’s suggestive of what it is tends to be more likable right from the start. In an upcoming Science-based Playbook of Brand Names launching on October 17, researchers found that customers are drawn to names that offer a hint about the product or service. When I launched my line of bath bombs, I used straightforward yet playful names like “Fizzy Bliss.” Customers loved it, and the name itself became a selling point.
Tip: Choose a name that is suggestive enough to give a hint about the product but still leaves room for intrigue and exploration.
A good brand name is more than just a catchy phrase—it’s a blend of psychology, linguistics, and strategy that resonates with your target audience.
Question:
Is your brand name easy to pronounce, memorable, and suggestive of your product’s benefits? If not, it might be time to reconsider your branding strategy!
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