Coca-Cola. Kleenex. Netflix. Google. Brand names surround us, often to the point that they become a natural part of our everyday speech. As any successful entrepreneur can tell you, there are countless components to creating a successful brand – the most important of which, of course, is providing a good product or service. Still, however, the brand name itself carries more weight than you might think – and can mark the difference between a brand that gains traction and one that falls flat.

More than a logo, a brand lives and evolves in the minds and hearts of potential clients. It’s a fostered set of emotions and ideas consumers associate with your company. With the infinite number of choices offered to consumers these days, many companies are looking for unique ways to connect emotionally with consumers. The name is the first thing that people hear when you tell them about your company. Good brand names are seldom arbitrary.  They are carefully curated ambassadors of a brand personality that convey its position, tone, and values. Good names, like good logos, evoke a strong passion for your brand, while bad names elicit distaste or worse still, indifference. A great brand name can be a solid competitive advantage for your company, especially when feature sets between two or more brands are roughly the same.