Think of brands like Coca-Cola, Oreo, Google, TikTok. Not only are they globally recognized names, but they also have something in common: their sonority makes them irresistible.
A good naming should not only look good in writing, but also sound good when we pronounce it.
The sound of a name influences its memorization, emotional impact and brand perception. It is no coincidence that some of the world’s most successful companies have names that flow naturally and generate a positive response in the brain.
A well-constructed verbal branding leverages these principles to create names that are not only remembered, but also enjoyable to say.
But how exactly does the power of sound work in naming? Why do some names stick in our minds and others are easily forgotten?
Read on, because we’re going to find out.
The impact of sound on brand perception
The phonetics of a name directly influences how the consumer perceives it. A sound can convey smoothness, speed, strength or exclusivity. For example:
- Soft and open sounds: Brands such as Loewe or Dior use open vowels and flowing consonants that convey elegance and sophistication.
- Strong and dynamic sounds: Names such as Zalando or Kodak contain hard consonants that reinforce dynamism and energy.
- Repetitive or rhythmic effect: TikTok, KitKat and Coca-Cola play with repetition of sounds, which makes them especially memorable.
A name should not only be easy to read, but also pleasing to the ear. The musicality of the language is a key factor in building an effective naming.
How to create an impactful sounding name.
Not all sonorous names work the same way. For a name to be phonetically appealing, it must meet certain characteristics:
Rhythm and repetition.
Names that have rhythmic structures or repetition of sounds tend to be catchier. Classic examples are M&M’s, Nescafe or YouTube.
This type of name generates a harmonic effect in the consumer’s mind, making it easy to remember.
Strategic use of vowels and consonants
The combination of sounds has a direct impact on brand perception:
- Open vowels (a, e, o): They convey accessibility and closeness. Example: Coca-Cola, Amazon.
- Closed vowels (i, u): They bring a touch of modernity or sophistication. Example: Uber, Netflix.
- Strong consonants (K, T, P, D): They generate dynamism and strength. Example: Kodak, Tesla.
- Soft sounds (L, M, S): Convey luxury and exclusivity. Example: Chanel, Lexus.
When working on a brand name, these elements must be analyzed to ensure that the phonetics reinforce the message you want to convey.
Mistakes to avoid in sound naming
While phonetics can enhance the effectiveness of a name, a misuse of sound can cause the brand to lose impact. Some common mistakes include:
- Hard-to-pronounce names. If the consumer can’t say it easily, they won’t remember it.
- Awkward sound combinations. Some names may sound unattractive or generate unwanted associations in other languages. The language filters help to avoid this problem.
- Names that are too long. The shorter and more direct a name is, the easier it will be to remember and repeat.
The balance between creativity and strategy is key to finding the right name.
Unforgettable sounding names!
Some brands have known how to use the power of sound to perfection. Here are some examples:
- Coca-Cola: Its repetition of sounds and open vowels make it pleasant and catchy.
- Rolex: Short and forceful sound, conveys luxury and exclusivity.
- PayPal: The repetition of “P” and “L” creates a sense of speed and reliability.
- Zara: A simple and powerful name that evokes modernity and style.
These names have been carefully designed to have a strong sonic impact and a lasting presence in the consumer’s mind.
Create a name with sonic and strategic impact
The sound of a name can be a determining factor in the success of a brand. A professional naming must not only sound good, but also align with the company’s identity and values.
If you want to develop a naming with sound impact, at Brand Intelligence we help you find the perfect name for your brand, combining creativity with strategy.
Ready to come up with a name that will stick in the minds of consumers?
Contact us here and find out how we can help you create a name with personality, presence and phonetic power.