Say No For Numbers & Special Characters When Naming A Brand
“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.”
– Scott Cook
As we all know, naming your brand is an important process that makes your business stand out. If you choose a perfect brand name, it becomes the first step of a successful business journey. As the above quote says, your brand name must be perfect if you need to reach customers by word of mouth.
In this article, we will discuss why you need to avoid numeric and special characters while naming your brand.
Am I Not Allowed To Use Any Numbers Or Special Characters In My Brand Name?
No, you can include numbers, symbols, signs, punctuations and characters freely in your brand name. For example,
- Numbers – 0 to 9
- Signs – pound sterling sign, dollar sign, yen sign, euro sign, equals signs, plus sign, percent sign
- Punctuation marks- fullstops, commas, colons, semi-colons, and hyphens
- Letters- from a to z (alphabet)
And there are more. But according to the brand name specialists including numbers, special characters and symbols make your brand name vulnerable to face the competition. Following are some disadvantages of including numbers and special characters in your brand name.
Disadvantages Of Using Numbers & Special Characters In A Brand Name
- Hard To Memorize And Pronounce
It is not a surprise that a brand name with numbers or special characters is hard to pronounce. That means customers will not be encouraged to share their thoughts by words of mouth.
- Hard To Understand
Numbers or special characters can confuse your customers. That can drop your brand awareness to a poor level and make customers choose another brand over you.
- Less Attractive
Numbers and special characters make the brand name less eye-catching. For example,
What is the most attractive brand name for your eye? Obviously the one without numbers or special characters.
- Missing Brand Message
Sometimes people include numbers or special characters to the brand name to convey more information about their products, services, or the company.
But, in this case, they fail because, in the customer’s perspective, it makes no sense. No one tries to get the meanings behind those numbers or special characters. So, it is definitely not a clever idea.
What Are Popular Brands With Numbers Or Special Characters And Why It Doesn’t Affect Them?
- 21st Century Fox- American Multinational Mass Media Company, founded in 1980
- 7Up – American soft drink brand founded in 1986
- 7 Eleven- American Convenience store chain founded in 1927
- 3M- American Multinational Conglomerate company founded in 1902
These are some of the famous brand names with numbers and still perform well. But how?
It is because, in their founding years, the competition was nothing compared to the present. So, creating a customer base was not a big struggle like nowadays.
It Can Make You Look Lazy Or Oversmart
Most alphanumeric brand names make potential customers identify them as someone being either lazy or tries to be overly smart. These mistakes happen because of a lack of knowledge or not spending enough time studying the brand naming process.
The main reasons customers reject these types of brand names are they do not make sense to customers. And the brand message or the story behind the numbers are unknown to them. In that case, those brand names mean nothing to your target audience. Until they hear from you directly or check the about section on your website it will remain as a question.
It is not a good idea to use this type of alphanumeric brand name to take a risk.
If You Are Targeting Chinese, Japanese, Or Korean Markets…
It is okay to use numeric and special characters to the brand name if you target Chinese, Japanese, and Korean markets. Let’s see why.
There are many similarities between these three languages. If you look at some brand names in Chinese, Japanese, and Korean markets, you will notice many brand names consist of numbers. There are mainly two reasons for including numbers in the brand names in these countries.
One is, in their languages, numbers have meanings. The second reason is a study has proven that Chinese, Japanese and Korean customers recognize some numbers as lucky numbers, such as 8. So you can use numbers in your brand name when it comes to these markets.
Why You Need To Think Twice If You Select A Brand Name With Numbers For Chinese, Japanese, Or Korean Markets
A famous American soft drink brand 7up faced a problem when they were introducing their business to China. They found out, 7up means death through drinking in Shanghai, which is a negative meaning.
That is why you need to be more careful when dealing with numbers. There are different meanings for the numbers in many countries. Make sure your brand name does not generate negative connotations in any language as it affects your brand identity when you expand the business.
To Which Part You Can Use Numbers In The Brand Name Process?
As you can see, using numeric characters and special characters for a brand name is not advisable. But if you have a desire to put numbers in your brand name, you can use them for the sub-brand names. For example, Apple. Usually, they name their iPhones with numbers, iPhone 7, iPhone 8, iPhone 11, iPhone 12, etc.