Naming Tips: Number 22 of a Series

If you add a single character to a word, you can create a unique brand name.

What makes this an attractive naming method depends upon the word to which you attach the single letter or number.

I’ve written previously about how prospects don’t like really novel names. They want names they can relate to even if they aren’t unique. (At least that’s their initial reaction to a new name. Once they’re exposed several times, their negative first impression diminishes as long as they can pronounce the new name.)

So here is an opportunity to take an existing word with good associations and tack on a single, perhaps descriptive, character and create a unique yet familiar brand name.

There are two approaches to this technique. The first, more traditional method is to separate the solo character and the familiar word with a hyphen or dash. Some examples: T-Mobile, A-One, 7-Up, Square-D.

A second approach is to eliminate the hyphen/dash and possibly make the solo letter lowercase even if it’s the first character. Immediately iPod comes to mind, In fact, the lowercase “I” and “e” have become “fads”. From the 2005 INC 500 Index of Fastest Growing Privately Owned Companies, five were named iXxxxxx and four were named eXxxxx. In the news this week, Microsoft has just acquired the company, AQuantive Inc..

As with most of the tips in this series, you will not always find a particular suggestion appropriate for your naming project, but my hope is that they will stimulate you to explore different directions.

Martin Jelsema
303-242-5975
 

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