Some brands seem immune to the passing of years. Nike, Coca-Cola, Rolex, LEGO…No matter how many decades pass, their names remain relevant, recognizable and valuable.
Meanwhile, other brands emerge strongly and disappear in a few years, like a passing fad. What is the difference? A well-constructed brand name can be a durable asset if chosen strategically.
If you are in the process of create a brand name, it’s not enough to find something attractive or catchy. You need a name that is not affected by ephemeral trends, that maintains its impact and that adapts to changes in the market.
Here we give you the keys so that your name does not have an expiration date.
The secret of names that last
And brand name timeless has certain characteristics in common. To begin with, it is easy to remember, which means that it has clear phonetics and a simple structure.
Brands like Apple or Sony opt for short and direct names that stick in the consumer’s mind effortlessly.
Also, a long-lived name It is not anchored to a passing fad. Think about tech companies from the 2000s with names that included “e-” or “i-” at the beginning (eToys, iVillage). Many disappeared, while brands with a stronger identity continued to evolve without needing to change their name.
Lastly, a good name is flexible and scalable. Amazon started as an online bookstore, but its name allowed it to expand into multiple industries without limitations. If Jeff Bezos had chosen a name like “OnlineBooks“, probably today it would not be the global giant we know.
Avoid the mistakes that shorten the life of a name
If a name can last decades, why do so many become obsolete in just a few years? One of the most common mistakes is to opt for terms too specific. For example, Kodak focused on analog photography and failed to adapt when the world went digital.
Another common mistake is choosing names with limited cultural references. A name that sounds good in one country may have negative connotations in another. The linguistic leaks They are essential to ensure that the name does not cause problems in international markets.
Finally, names that depend too much on a current trend tend to age poorly. Think about the boom in apps with names ending in “-ly” (Bitly, Grammarly). What seemed modern a few years ago now sounds repetitive and outdated.
The importance of the story behind the name
The strongest brand names not only sound good, but have a powerful story behind them. When a name is supported by a well-constructed narrative, it becomes more resistant to the test of time.
For example, Harley-Davidson is not just a motorcycle name; represents freedom, rebellion and adventure. LEGO comes from the Danish phrase “Play Well”, which means “play well”, a concept that is still valid more than 90 years later.
If you want to learn more about how to build a solid story behind your name, we recommend reading this article on create a powerful narrative for your Verbal Branding.
How to make sure your name will stand the test of time
Before deciding on a name, it is important evaluate it from multiple angles. Ask yourself:
- Could this name still work in 10, 20 or 50 years?
- Does it have the potential to grow with the brand and adapt to new markets?
- Do you avoid fads and overly specific references?
- Is it versatile enough to allow for future innovation or changes in approach?
Companies that have known how to build solid names have invested in research, strategy and creativity. A good process we are professional It involves exploration, testing and validation before choosing the best option.
Get inspired by the best names on the market
If you want to see examples of names that have been created with a vision for the future and have managed to stay relevant, Learn about our work at Brand Intelligence.
We have developed names in multiple industries with strategies that guarantee their longevity and success over time.
If you are looking for a brand name that will not only work today, but also has the potential to grow with your business for years to come, contact us here. At Brand Intelligence we help you find a name that resists any change in the market.