December is a special time. It is the month when emotions run high, where brands seek to strengthen ties with their customers and where words take on an even deeper meaning.
Naming, far from being just a name, can become a powerful tool to connect with the public at this time of the year.
From names that evoke nostalgia to those that convey exclusivity and warmth, brand naming plays a key role in the way consumers perceive and remember a brand on special dates such as Christmas, New Year or seasonal events.
If you are thinking of launching a brand, a special edition of a product or simply strengthening your company’s identity on these dates, read on.
We tell you how a strategic naming can help you generate an emotional and authentic connection with your audience.
The power of naming in moments of high emotional charge.
Special seasons, such as the holiday season, not only increase consumption, but also arouse feelings of nostalgia, gratitude and connection.
Good naming should be able to capture these emotions and reflect them in your identity.
Examples of strategies that work in this era include:
- Evocative and warm names, conveying closeness and emotion (example: “Home & Tradition,” “Winter Bliss”).
- Names that reinforce shared values, such as family togetherness, generosity or celebration.
- Exclusive names for limited editions, which reinforce the idea of exclusivity and temporality.
If a brand manages to convey these values through its name, it increases its impact in the consumer’s mind and reinforces its positioning.
How to choose a name that connects in special seasons
For a name to be effective at this time of year, it must meet certain key characteristics:
Playing with nostalgia and shared memories.
The end of the year is a time when people look back, remember happy times and are filled with emotions. Incorporating references to tradition, family or childhood can make a name have a deeper impact.
Example: Brands like “Coca-Cola” have been known to build names and campaigns that evoke memories and tradition at Christmas.
Ensure that the name is universal and culturally appropriate.
In special seasons, brands are looking to expand their reach, but a mistake in the choice of name can be a problem.
A term with a negative connotation in another language or that does not have the same impact in different markets can affect brand perception.
Before launching a product or campaign with a special name, it is advisable to perform cultural screening on brand names to avoid confusion and ensure that the name has the desired meaning in each market.
Generate exclusivity and a sense of urgency.
During festive seasons, consumers are more willing to try limited editions. A good naming can reinforce the idea of exclusivity and temporality, driving impulse buying.
Example: Luxury brands such as “Dior” or “Chanel” often launch special editions with names that convey elegance and ephemerality, such as “Golden Nights” or “Noël Privé”.
Common mistakes when creating a name for special seasons
Not all names achieve the expected impact. Some common mistakes include:
- Using generic terms that do not generate differentiation. A name such as “Christmas Special” does not add value to the brand or arouse emotion.
- Not considering phonetics and ease of pronunciation. If the name is complicated or difficult to remember, it will lose effectiveness in communication.
- Ignoring the evolution of the brand. A name should align with the company’s long-term identity and not feel forced just for the season.
To avoid these mistakes, it is key to work with a solid brand naming strategy, ensuring that the name not only works in the moment, but also reinforces the overall brand identity.
Success stories: Brands that have used naming to connect in special seasons.
Some brands have been able to use the power of naming to create an emotional connection with consumers on key dates:
- Starbucks: Every year launches special editions with names such as “Toffee Nut Latte” or “Peppermint Mocha”, evoking the Christmas spirit.
- Ferrero Rocher: Reinforces its image of elegance and celebration with exclusive names and packaging for Christmas.
- Lindt: Its “Lindt Teddy” edition has become a classic of the holiday season.
These examples demonstrate that a well-thought-out name can enhance brand strategy and improve consumer perception.
Create a name that connects during special seasons.
If you’re thinking about developing a name that generates emotional connection and reinforces your brand identity on special dates, you need a strategic approach.
At Brand Intelligence we’ve worked with brands across a variety of industries to develop names that resonate with audiences and generate impact.
If you’re looking for a name for a special edition product, a seasonal campaign or a brand with a strong emotional component, contact us.
We will help you find the perfect name to make a difference.