What makes a good name?
We get this question a lot.
Whether it’s for a new service line, product offering, brand initiative, or a rebrand, a name carries a lot of weight. And market research can provide clients with deeper consumer insights into the memorability, uniqueness, and power of potential names. It also helps them avoid unintended pitfalls or negative associations that they may not have considered on their own.
Based on our decades of experience helping clients make informed naming decisions, here are 5 key factors to keep in mind when considering a new name:
1. Short names hold more impact
Time and time again, we hear consumers say they like names that clearly define and label the product or service. But this doesn’t necessarily mean they want a name that spells it out word for word. When asked about their preference, consumers lean towards shorter names that retain clarity but maintain simplicity.
And shorter names don’t only benefit consumers; they also give the brand more control. As consumers are inclined to abbreviate longer names, shorter names actually enable you to retain greater authority over how people talk about you.
2. Names shape expectations
Names play a big role in shaping consumer expectations, especially for new or prospective consumers. We’ve found this particularly true in the healthcare industry.
When a brand name includes words like “clinic,” consumers expect a narrow clinical focus; whereas words like “campus” create expectations of breadth, depth, and medical expertise. Similarly, “system” implies multiple locations, whereas consumers assume “center” to be singular.
This applies to geographic names too. Names that reference small towns will be thought of as offering limited services but potentially more personalized or accessible care. Comparatively, when more affluent, larger cities are referenced in the name, consumers expect high-quality doctors and access to more advanced treatments, but may also expect longer waits and a less personalized experience.
The point is: your name directly shapes consumers’ expectations of the experience you have to offer. And evoking one particular experience through a name but offering something completely different in practice is a surefire way to turn off consumers.
3. Names should fit how consumers think and talk about the service you offer
When brands propose a technical name that incorporates industry jargon or wordage, consumers are more inclined to think of it as not necessarily for them. When it comes to healthcare, this means they see the brand as provider-centered, not patient-centered. This is especially true for service lines where consumers expect care and empathy (think: labor and delivery), versus highly technical care (think: brain surgery).
However, the inverse is true for service lines where consumers expect technical advancement over care and compassion. For intensive care and surgical precision, names that adopt highly technical language tend to instill more trust and confidence in consumers.
And this phenomenon applies outside of healthcare too. A community-based bank or credit union that wants to be seen as “for the people” (B2C) should avoid financial jargon that might resonate more with businesses or financial investors (B2B).
The takeaway: focus on what you’re trying to offer and the experience you’re trying to create, and make sure your name complements that rather than contradicts it.
3. Names should fit how consumers think and talk about the service you offer
When brands propose a technical name that incorporates industry jargon or wordage, consumers are more inclined to think of it as not necessarily for them. When it comes to healthcare, this means they see the brand as provider-centered, not patient-centered. This is especially true for service lines where consumers expect care and empathy (think: labor and delivery), versus highly technical care (think: brain surgery).
However, the inverse is true for service lines where consumers expect technical advancement over care and compassion. For intensive care and surgical precision, names that adopt highly technical language tend to instill more trust and confidence in consumers.
And this phenomenon applies outside of healthcare too. A community-based bank or credit union that wants to be seen as “for the people” (B2C) should avoid financial jargon that might resonate more with businesses or financial investors (B2B).
The takeaway: focus on what you’re trying to offer and the experience you’re trying to create, and make sure your name complements that rather than contradicts it.
4. Even a strong name can fail, based on consumer associations or assumptions
Nothing will hurt a new name more than old baggage. And negative associations and assumptions linger for longer than you’d think.
For example, regional names tend to convey large-scale accessibility and can enhance relatability. But they also risk evoking negative associations consumers have with an organization whose services or offerings feel too broad and not personal enough.
It’s also true that including an honorific in a name, such as the name of a large donor, can help boost perceptions of warmth, but consumers may also write off the name as just “a rich person who gave a lot of money.” And if that donor does something consumers disapprove of, you may be stuck with that negative backlash for good.
Ultimately, it’s impossible to predict all the associations consumers might have with a prospective name. This is why it’s critical to speak to and learn from consumers about what they associate with a proposed name before deciding on one.
5. Brand experience, not name, is what matters most
You can’t (and shouldn’t) leave all the heavy lifting to the name itself! At the end of the day, it is the brand experience—not the name—that matters most to your bottom line.
You may have a fantastic, highly differentiating, clear, and compelling name, but if the experience you offer isn’t up to par (or you overpromise), the name won’t convert prospective consumers into loyal brand advocates. This is why it’s imperative that you take stock of the consumer experience with whatever it is you are looking to (re)name, before making any decisions. This helps ensure that you’re not putting lipstick on a pig.
6. You can make almost any name work
The reality is: sometimes you cannot have the name you want. Maybe a competitor has it; it’s too close to other (perhaps unrelated) organizations; or it just won’t fit on signage and social posts very well. This is why you always need a backup option.
Whether it’s an acronym that may not be familiar to people new to the area, a name that suggests a different type of product or service, an abstract name that doesn’t suggest any product or service at all, or a name that has some damaged associations, you can make it work. You just need to understand and address its strengths and weaknesses head-on.
This is where the work of brand communications and messaging campaigns comes in. It’s always better to communicate the details and nuance of what your brand stands for through strategic messaging than relying on consumers to make assumptions based on your name alone.
Regardless of what name you pick, make sure it’s got longevity to support your brand and system for years to come.
At Market Street Research, we support clients through the process of testing and selecting names for service lines, product offerings, brand initiatives, and even rebrands. If you’re interested in learning more about how market research can help you land on a name that will deliver impact where it matters most, contact us for a consultation today.