Be careful while translating your company name!
In 2009 Russian company «Gazprom» made an agreement with Nigerian National Petroleum Company about a joint venture creation. And everything will be OK, but new company was named as «Nigaz» (Nigeria + Gazprom) and it attracted media and people's attention because it sounds very similar to the offensive word «nigga» in African American Vernacular English. It was a terrible blunder but companies didn't change the name.
Any name of a company should be memorable, interesting for the target audience, informative and appropriate for your business. Naming is one of the most important parts of business success.
Almost every name has the concept that reflects the main idea of brand or company. And of course it plays a great role in company’s image. Naming should win the favour of your target audience, be clear and intelligible.
Naming or renaming is a complex process. Probably, we can define the following important steps:
- Market analysis
- Target audience investigation
- Definition of a brand promise (it is the way your brand should make your customers feel)
- Associations (thinking up as much words as possible which can be associated with your brand promise)
- Using special techniques of word-formation (generating possible names)
- Name testing (test name for having any negative associations)
- Linguistic analysis of selected names
- Checking name for uniqueness
Slogan is closely connected with naming
Slogan is a memorable brand message that aims at the target audience. Slogan may reflect company’s mission, philosophy and trade mark concept.
Types of slogans:
- Philosophic slogan. It reflects a company’s philosophy («Phillips – Let’s make things better»)
- Qualitative slogan. It states product/brand/company benefit («Bounty – The taste of paradise»)
- Advertising campaign slogan. Such slogans are dedicated to one advertising campaign and keeps its message («McDonald's – Mac Tonight»)
- Emotional slogan. It doesn’t connect with product or company’s activities or reflect its idea («Pepsi – Out of the blue»)
Effective slogan criteria:
- Short and simple. Keep a slogan under 9 words.
- Conciseness. Slogan should complement a company’s logo, name and projected image.
- Exhaustiveness. Every word in slogan should play its role, it shouldn’t be changed or mixed up.
- Clarity. People should associate slogan with your company, product or brand.
- Uniqueness. Slogan should focus on what makes your company or brand special and different from others.