When creating a name for a new product, service, or company, the number one rule is to make the new brand memorable.
The reason is obvious: if your customer can’t remember the name of your product, the chances that they’ll search for it, let alone recommend it to someone else, are slim to none. Forgettable names are worthless. Memorable names are priceless.
The bad news is that most companies ignore this rule and end up with product names as memorable as yesterday’s lunch. The good news is that you don’t have to settle for a forgettable name. Creating memorable names is easier than you think.
All you have to do is take the following crash course in Nameonics: The Science of Memorable Brands.
Nameonics (yes, I’m a word geek, and yes, I made that name up to make this article more memorable) combines “name” with “mnemonics”. As you may remember from English class, mnemonics are linguistic devices that are like memory aids that make information easier to remember.
Here are six basic Nameonics you can use to make the marks you create more memorable:
Rhymer
Like catchy jingles, rhyming names often stick in a person’s head whether they want it to or not. The rhyme works on multi-part names like Crunch ‘n Munch and on shorter names like YouTube. Other examples of rhyming include Mellow Yellow, Lean Cuisine, and Reese’s Pieces.
Images
The human brain is programmed to respond to and store visual images. That’s why names that evoke a vivid image like BlackBerry, Jaguar, or Hush Puppies are so easy to remember. So when you name your new product, be sure to think of pictures as well as words.
Alliteration
Alliteration is one of the most common mnemonic devices. To create an alliteration, start each word of the name with the same letter or sound. Bed, Bath & Beyond is alliteration. Other examples include Coca-Cola, Spic and Span, and Krispy Kreme.
neologisms
A neologism is a newly invented word like Google or Wii. Neologisms can be created by spelling out an existing word. Google is a new spelling of the mathematical term “googol”. You can also make a neologism by combining two words. Snapple is a portmanteau of “snap” and “apple.”
Onomatopoeia
Buzz, bang, and thump are all onomatopoeia: words that sound like what they represent. Examples of brand onomatopoeia include Whoosh Mobile, Meow Mix, and KaBoom Energy Drink. Try adding some oomph to your names with onomatopoeia.
haplology
Do you need your new product to generate a Bunch-O-Business? So a haplology may be just the ticket. To create a haplology, simply take a three-word phrase and abbreviate the one in the middle. Examples include Toys “R” Us, Bug-B-Gone, and Land O’Lakes.
This is not rocket science
Nameonics is a science that does not require an advanced degree to practice. Anyone can use Nameonic rhymes, imagery, and other simple techniques to make their brand stand out from the competition and stay in the customer’s memory. Give it a try. You have nothing to lose except a boring, hard-to-remember name.