How Brand Name Psychology Makes Your Brand Name Perfect
Methods of brand naming have evolved with the competition for many decades. Now, choosing a brand name to stand out is a real challenge in any industry. Brinso Branding experts have researched and analyzed what can be the future of brand names and brand naming strategies. We realized that rather than any other qualities, brand name psychology is the most important thing that can help you come up with the perfect brand name.
Why Brand Name Psychology Is Important For Brand Names
Most of the common brand names help customers identify the companies by providing clues of what they do or sell. But now, that is clearly not enough to stand out. When it comes to business, we know most of the decisions made by customers are based on their emotions. The brand name with premium qualities is the most effective way to trigger your customers’ emotions and make them engage with your brand.
So, if you need your business name to emotionally connect with customers, that quality doesn’t come along with anything else rather than the psychological value.
Create A Brand Name No One Can Forget
You can certainly follow any method to find a good name for your company or brand. But still, you can’t make sure that will give you all the success you need. Think about a brand name you remember the most. Some of these perfect brand names we know are connected with our memories for a lifetime. Simply, we just can’t forget them. That is because those names have done something different in our brains, unlike any other words.
Psychologists who have researched this deeply have found out that when someone hears a perfect brand name, it creates a specific emotional reaction on the right side of their brain. That is the emotional connection that makes a brand name unforgettable. That power of a brand name can evoke emotions and it holds all your customers, investors, and even employees connected to your company like gravity.
How Brand Names Trigger Emotions - Let’s Dig A Little Deep
The first time this involvement of the right brain was recognized by Herbert E. Krugman (manager of corporate public opinion research at General Electric) in 1977. According to his theory, brand names can stick in our subconscious due to the involvement of the right brain. He also argued that the left brand which makes rational decisions is almost not involved in this process.
To prove that, in 2004, this was published in the Journal of Consumer Behavior; “It has become a truism that brand marketing is in the business of selling emotional connections rather than product benefits.”
Modern neuroscience studies revealed that different word categories use different types of brain cells, mostly on the right side of the brain. This means the human brain uses different types of mechanisms to deal with words by categorizing them. Earlier, everyone believed the brain reaction for brand names is the same as the other nouns. But that was only until the psychologist Possidonia Gontijo of the University of California proved otherwise.
Her research showed that the human brain uses special strategies to recognize brand names. According to the results, she clearly suggests that brand names hold their own distinct categorical status, unlike any other words.
“It is surprising that the rules which apply to word recognition in general do not necessarily apply here, and brand names have a special neurological status.”
-Eran Zaidel (Possidonia’s colleague)
Impact Of The Phonological Loop In Brand Names
The Phonological loop value is another vital factor proven by psychologists when it comes to keeping a brand name in our memory. The phonological loop is a process a word goes through in the short-term memory in the human brain. It is involved in recording the information in our long-term memory. But, only a perfect brand name with a high phonological loop value can survive through this and be unforgettable.
So, both in brand name psychology and neurology, there are more than enough studies to prove the impact of brand names in the human brain and how they trigger emotions. That means it is something we can never ignore while choosing a perfect brand name. And this undoubtedly opens many new paths for brand naming trends.
How To Use Brand Name To Spark The Emotional Relationship
So, we know the impact of brand name psychology is phenomenal. But, it depends on how successful you are in choosing a perfect brand name, right? How can you ensure your brand name is good enough to give you all these benefits? That’s the real question you need to consider, don’t you think?
It is human nature to have a very short attention span for any brand name or a business name. It is your job to deliver a positive impression to anyone who comes across your brand name within this very little time you have. If you think about this from a customer’s perspective, it will be easier to understand.
We tend to shy away from complicated names that don’t make any sense. We usually avoid brand names that are hard to read or memorize. But short and simple brand names can easily grab attention which means the complete opposite. So it is clear that the simplicity of a brand name is important even in branding psychology.
The next quality you need is the uniqueness of the brand name. Common and generic words in a brand name do no good in gaining attention to your brand. For a customer, it is like looking for a needle in a rather large pile of needles. There is no specific reason to connect with your brand emotionally or however. But, unlike being common, uniqueness is a distraction to the flow of thoughts in the mind. And that distraction can trigger engagement. You can call it a win then.
A Perfect Solution To Choose The Best Brand Name
Simplicity, uniqueness, pronounceability, memorability, character count… There are many brand name qualities that make positive impacts on the psychological value of brand names. Brinso branding experts combined all the required qualities and developed an AI-powered tool to evaluate the power of any brand name.
Using the Brinso brand name evaluation tool, you can evaluate your brand name ideas or any existing brand name to see how well they can help you emotionally connect with people. Even if you use different naming methods such as hiring a brand naming expert or come up with your own idea, you can ensure the choice is right using our evaluation.
The understanding you can get through this free brand name evaluation can energize your brand name ideas to make a powerful emotional impact in anyone’s brain.