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The Psychology Behind Company Names


Do you think company names impact customers? If yes, you are undoubtedly right. Business designations have tremendous power over consumers, as these affect the way people feel and think about different products.

In order for a brand to be truly appealing to consumers, it should have a distinctive, short, catchy, memorable, searchable, and creative name. It should have a story to tell, only contributing to its uniqueness.

These are some of the most common ways companies influence the opinion and feelings of potential customers.

The power of communication

When brainstorming business names, one is supposed to consider their ability to communicate the necessary idea to the target audience. Unless a company name delivers the necessary information to customers, it cannot affect the psychology of consumers. For example, companies in the healthcare industry are supposed to include some words related to health and medicine in their designation in order for customers to associate the products with the right niche.

Moreover, the minds of customers are triggered by familiar phrases, which assist them in associating brand names with their respective industries. Hence, companies are advised to communicate their goals to customers in the best manner possible even when selecting a vague name. Make sure you visit this website to check out the psychology behind consumer behavior.

Use two-syllable words

Another way to influence the attitude of consumers towards your company is by selecting a two-syllable business name. After careful consideration, you’ll realize the largest part of established brands in the market such as Nike, Google, Twitter, Amazon, Facebook, etc. have designations of a maximum of two syllables.

In addition, short company names are believed to be catchier and more memorable. Picking a designation under ten characters increases the chances of companies becoming successful due to the higher likelihood of customers remembering the name. Bear in mind that companies whose designations are shorter than two syllables are more convenient to type, remember, and pronounce.

Make it distinctive

Companies are capable of influencing their audiences by coming up with distinctive business names. The only way for a company to be thriving in its industry is to make it different than the other businesses by using a unique designation. When a person thinks about Facebook, he/she not only thinks of it as a social network but also as a reliable way of communication with friends and other users.

The same happens when thinking about Volkswagen. Besides thinking about its variety of vehicles, customers consider the impeccable quality of VW autos and their affordable prices. Consequently, a business name is supposed to tell consumers a background story and help them envision the product. Companies need to have a successful branding strategy in order to become recognizable and intriguing for the audience.

Make it a story

Another way to affect the psychology of consumers is to create a story behind the name such as many popular brands have done in the past. If interested in business naming, you can get product naming suggestions from Brandlance, designed to capture new customers and increase sales. Branding agency professionals help startups create a perfect story behind their designation.

For instance, Steve Jobs came up with the name Apple while leaving an apple farm and heading home. Others believe Steve Jobs named its company after Apple Records; the music label record founded by the Beatles. In contrast, Blackberry phones were named after the forest fruit because of the look of the buttons, which appeared similar to blackberry seeds.

Moreover, IKEA got its name after the first few letters of the village where the Swedish founder was from. In the case of HP, the brand name is a combination of the first letters of the founders’ surnames, Bill Hewlett and Packard. When deciding which letter to come first, they used the old-fashioned method of making a choice by tossing a coin.

Zynga, one of the most popular game developers, has an emotional story behind its name. The founder decided to call its company Zynga in an honor of his American bulldog, which had the same name. Even though Zynga is difficult to spell, it’s still famous due to the touching story of the founder who adored his late dog.

Make it creative

Customers are undoubtedly appealed by creativity when remembering business names. In the course of brainstorming, companies are suggested to use word games and associations so as to come up with the right designation. Companies should start by selecting as many words as possible related to their vision and look for their roots. Follow this link,, to learn the eight most common mistakes when choosing a business name.

Once companies find the roots of these words, marketers can start forging new words to use in the process of naming. By making different combinations of the words, companies can decide on the best combinations to use to represent their ideas.

Make it memorable

As previously mentioned, company names need to be memorable in order to trigger interest in customers. Since long designations aren’t likely to be memorized, short words are always considered a better alternative.

Nevertheless, short designations are considered effective as long as they are catchy. There is no point in creating a one-word name unless it rings a bell in consumers. Hence, selecting a melodic denomination is believed to be the key to influencing customers’ psychology.

Make it searchable

Even though startups don’t think about their online presence right from the beginning, it’s definitely an important aspect of brand identity. In order to use modern methods for attracting customers, companies need to have searchable names. These words are supposed to be spelled easily for customers to find companies easily via web browsers. The more time a person spends looking for a brand online, the greater the risk of giving up the search.

The bottom line

The psychology behind company names has a tremendous effect on consumers.

Every business is supposed to pay attention to the length, message, catchiness, and creativity of its designation!


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