“What’s in a name?” my chemistry lecturer would say, “What difference is it whether I call you randy or ranadeep?” Well, that is all that you and I are trying to promote all the while!
If people began asking our name, how would they differentiate our service from that of others? Hence, after chemically combining all probabilities of bringing ourselves out of anonymity, the wisdom that precipitates, ‘It’s all in the name’
The question now stands like Illiayaraja’s master composition that was called “How to name it” for lack of being able to come up with a satisfactory description of the composition! On average we go through 5 thousand names a day, but what makes us respond to a few and spectacle amnesia after repeated exposure to a few others?
Our minds respond to words in a different manner than we responded to words as children. As we grew we left behind repetition and started the process of association to remember words. We associate words with images in our minds that best describe them based on our past experiences. This is commonly referred to as “frame of reference”.
As a marketer, our first challenge is to associate a name to a logo. How can we break down a lifetime of references to replace the image associated with a name to a logo that has just been created? Perhaps the answer lies within the question!
Why break down the past when you can associate the future? What this means is that a name that is based on a common frame of reference is bound to be remembered and an image that is associated to a similar frame of reference, would be easier for audience to remember. Hence while choosing a name, we must first comprehend what we are trying to associate and how it would form a part of people’s reference.
At digicat, we have proven patience to separate our creative ego from what works. We ask several questions and the name must answer at least 80% of these questions satisfactorily in order to be accepted. The logo on the other hand must answer a lot more questions as a picture speaks a thousand words. While due diligence helps in avoiding unintended plagiary, the logo still needs to depict all that your firm or product stands for which are more related to emotional perceptions rather than literal ones.
There are several resources for the questions you should ask while creating or choosing a name or logo. Some of the basics to keep in mind is make it short and sweet. Easy to pronounce and must form part of the frame of reference for your audience.
While digital marketing has yet not evolved in India to be pursuing a lot of naming and logo creation work. Once all media turns digital this responsibility will increasingly be placed on digital agencies.
Do provide your views or questions on this post. We would love to hear from you.