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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 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 undoubtedly 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 those 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 have researched this deeply for many decades. They 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 hold all your customers, investors, and even employees connected to your company like gravity.

How Brand Names Trigger Emotions - Let’s Dig A Little Deep

For the first time, this right brain involvement 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 brain 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 something more interesting. It is 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 for 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 unique strategies to recognize brand names. According to the results, she 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.

Phonological Loop Value Of Few Popular Brand Names-

  • Google – 84.6%
  • Yahoo – 90.2%
  • Tesla – 85.9%
  • Amazon – 85.6%
  • eBay – 88.7%
  • Facebook – 82.1%

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.

Customers tend to shy away from complicated names that don’t make any sense to them. Same as that, we usually avoid brand names that are hard to read or memorize. But short and simple brand names, on the other hand, can easily grab attention. Which means the complete opposite. So it is clear that the simplicity of a brand name is important even in brand naming 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.

Unlock Your Path To Sonic Branding With A Powerful Name

Sound is as important as visuals, sometimes even more! And they are directly related to our emotions more than visuals. 

If you are new to sonic branding, think how the “Happy birthday to you” song connects to birthdays all around the world and “We wish you a Merry Christmas” connects to Christmas. That’s exactly how sonic branding emotionally connects with your brand.

“Sonic branding is about building a relationship between the product and its target market through the latter’s ears, fulfilling the role that a national anthem plays to a country or a hymn plays to a religion.”

– Daniel Jackson, Managing Director of Cutting Edge Commercial.

In simple words, sonic branding is the sound of your brand. Does that only mean the music and audio you use in branding? No, all of these start with your brand name! Even a simple thing that we use to increase the pronunciation ability of a brand name such as a rhyming word or a rhythmic tone can carry a huge emotional value to your brand. 

The psychology of sonic branding can help you get more attention, instantly trigger emotions as well as enhance brand awareness. So, a doorway to a good sonic identity is another advantage that comes with the psychological power of brand names.

A Perfect Solution To Choose The Best Brand Name

Simplicity, uniqueness, pronounceability, memorability, character count… Many brand name qualities can positively impact the psychological value of brand names. Brinso branding specialists combined all those 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 coming 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.