{"id":8,"date":"2020-03-11T14:07:27","date_gmt":"2020-03-11T14:07:27","guid":{"rendered":"http:\/\/localhost\/themes\/2019\/yoko\/Website_WP\/?p=8"},"modified":"2020-07-15T12:23:03","modified_gmt":"2020-07-15T12:23:03","slug":"how-can-a-naming-process-help-me","status":"publish","type":"post","link":"https:\/\/www.plazida.com\/en\/blog\/how-can-a-naming-process-help-me","title":{"rendered":"How can a naming process help me?"},"content":{"rendered":"\n

#naming<\/strong><\/p>\n\n\n\n

\nI\nwould love to say that most brand names have been born with the\nprofessional help of a branding consultancy, but we all know this\nisn’t true. Giving a name to their project is one of the first things\nentrepreneurs do, and they very rarely resort to external help.<\/p>\n\n\n\n

As Pl\u00e1zida’s vocation is to help innovative and purposeful entrepreneurs to create and manage their brands, we have put together some of the main reasons why external and professional help when creating a name can be very useful.<\/p>\n\n\n\n

\n#A\nname for when you grow up<\/h2>\n\n\n\n

\nThinking\nbig means questioning what is usually taken for granted, considering\nnew angles, discovering the box we’re in and daring to leave it.\nExploring possibilities, looking for unexpected connections… Small\ncompanies have trouble thinking about what they want to be when they\ngrow up. An external and experienced point of view can help in\navoiding a name that’s going to become too small in the near future.\nRemember that it’s very difficult to change it later. And it’s\nexpensive and exhausting to battle with oneself.<\/p>\n\n\n\n

\n#Born\nout of a process that we know works<\/h2>\n\n\n\n

\nCreating\na name generates a lot of impatience, as we commented in a\nprevious post<\/a>.\nBut following a process guarantees an adequate briefing, a deep\nexploration of different paths, a knowledge of the naming tendencies\nin the competition, and the absence of last-minute surprises because\nits registrability has been verified. It’s horrible to fall in love\nwith a name that cannot be registered… Time is needed to provide a\nlong list and a good selection, and also for the consultancy to\nprepare its best presentation and treat you as if you were part of\nthe Ibex 35. Doing it well pays off. Trust us.<\/p>\n\n\n\n

\n#To\nsuccess<\/h2>\n\n\n\n

\nReaching\nthe adequate name isn’t easy. Once you’ve made it, regardless of who\ncame up with it, celebrate it, even if only symbolically. It’s the\npoint of departure for a new entrepreneurship, or the launching of a\nnew product brand, or the beginning of a repositioning of unwanted\nperceptions. And you’re going to live with it for a long time. So\nmuch, that you’ll even be amazed at the attachment and identification\nit triggers in you. And if you’ve already found this Holy Grail,\nisn’t it worth a toast at least?<\/p>\n\n\n\n

\n#From\nstrategy and design<\/h2>\n\n\n\n

Strategy and design are like mother and father. A good brand name must come with a brand strategy. If the latter is yet to be defined, now is the time to do it. The name must also be easy to logotype. Even though some graphic designers are true experts at turning any idea into a logo, it’s better to play in their favour \u2013which, after all, is ours too. It’s difficult to construct a logo out of a phrase. It’s also difficult to do so without knowing who we are and what type of perception we want to create, without knowing our desired style and our ideal tone of voice. Until our brand’s image reaches the public, there is no brand. If we acknowledge that our name must help us be perceived in a certain manner, we’ll already be on the good track and won’t have to make corrections later.<\/p>\n\n\n\n

\n#Dare\nto stand out<\/h2>\n\n\n\n

\nBuilding\na brand has a lot to do with daring. Daring to stand out among\napparently similar options, to be oneself, to build on one’s values,\nto have a dream and strive to achieve it. If we hire professional\nhelp, it’s because we want to be different. It’s not a good idea to\npick a name that is very similar to one’s competitors’. What’s more,\nthis is precisely the way to hand them positions on Google, each time\nour clients get it wrong. There’s too much noise out there to launch\nsomething that looks like a d\u00e9j\u00e0<\/em> vu<\/em>.\nNot daring to be different is bad for business. When you launch a\nbrand, don’t expect an explosion, but sooner or later being original\nbecomes profitable.<\/p>\n\n\n\n

\n#Not\neveryone has to be happy \n               <\/h2>\n\n\n\n

\nWhen\nit comes to a brand’s name, it seems that everyone’s opinion counts.\nFamily, friends, the waiter at the bar where you have your coffee,\nthose you meet on the street… When the only criterion to follow is\nthe different opinions of those around us, the result is simply\nconfusion. Names are a strategic decision, and as such they must\nfollow the path of all strategic decisions. Involving all the people\nin the company is a good idea, but holding a referendum amongst all\nour friends isn’t, because we risk letting our best option slip away.<\/p>\n\n\n\n

\n#Give\na chance to the ugly one \n               <\/h2>\n\n\n\n

There are many ways to fall in love, and although first impressions are important, we recommend that those names that have passed the first test be reflected upon for at least a day. Some names grow and strengthen and suddenly acquire light and splendor. There are names whose shades appear as days go by, and start to fit like the missing puzzle piece. Wait and give it a chance.<\/p>\n\n\n\n

\n#Dive\ninto the pool… there’s water<\/h2>\n\n\n\n

\nOn\nsome occasions, though not too often, the decision takes a long time\nand needless complications arise. It’s a crucial marketing decision,\nbut it’s also important to bear in mind that delaying it means\nstopping the communication machinery. While wisely, it’s important to\nmake up one’s mind.<\/p>\n\n\n\n

\n#Your\nname is your story<\/h2>\n\n\n\n

If someone asks you why your brand has that name, the explanation should come easy and sound convincing, to help make a sale. For instance, Pl\u00e1zida is called that way because we want to create a brand which is a sensation, that when pronounced will calm you down and bring you to the mood you need to create. It is also not by chance that it is feminine, the energy that is changing the world is also feminine. When you meet a new company, ask why it’s called that way. It will instantly help you understand many things. There are names that work like relics, and others that smell of mothballs, but they’re not changed because it’s commonly thought that names have superpowers and that if the name is changed, the business fails. And look at how that’s turning out.<\/p>\n\n\n\n

\n#Because\nthe name… is just a name<\/h2>\n\n\n\n

\nOur\nbrand’s name doesn’t have to tell everything. If it’s too evocative,\nwe can accompany it with a descriptive tagline. If, on the contrary,\nit’s a descriptive name, perhaps it’s interesting to complete its\ncommunication with a tagline that suggests values or personality\ntraits. Apart from the tagline, a group of key messages for different\naudiences will be defined, and there’s also our webpage and all the\nmessages that will appear in our communication and in the dialogues\non social media. It’s useless to torture a name in order to try and\nfit more meaning into it than is necessary or desirable. Names\nidentify, they say who we are. Some branders even defend the idea\nthat their meaning doesn’t matter, that it can be an empty box that\nis later filled with meaning. We all know very well-positioned brands\nthat have invented, and even unpronounceable, names. For me, the true\nbingo is to find a name that connects with our differentiating\nessence and helps narrate the story of our brand. It’s not always\npossible, but it’s a legitimate aspiration.<\/p>\n\n\n\n

\n#Don’t\nbe shy<\/h2>\n\n\n\n

\nAsk\nus for a quote. It’s really not expensive. And we will handle it with\nall our care and experience.<\/p>\n","protected":false},"excerpt":{"rendered":"

#naming I would love to say that most brand names have been born with the professional help of a branding consultancy, but we all know this isn’t true. Giving a name to their project is one of the first things entrepreneurs do, and they very rarely resort to external help. 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