Every brand wants to be memorable.
When customers are ready to buy, they typically choose from a small set of brands that come to mind. If your brand isn’t in that set, you’re unlikely to be considered at all. To be there, they have to remember you. If we think about designing a brand strategically for a specific position in the market, there are many elements that need to come together. For instance, a color palette, logos, shapes, imagery, typography, tone of voice, slogans, but “maybe” the most important of them all is the name.
David A. Aaker, often referred to as the father of modern branding, captured this idea well in Building Strong Brands (1996): “The ultimate awareness level is brand name dominance where, in a single task, most customers can only provide the name of a single brand.”
As a Nordic strategy and brand design agency, we have taken part in naming some iconic brands that you, hopefully, still remember.
Juju – our latest project where we were asked to come up with the name for a new soft drink brand that hit the shelves this past spring. Did you know that the word originates from French where it means “a toy” or “a trick.” The package design was created by BrandMe.
Some examples other brand strategy and design projects that have included naming:
Oomi – Brukett – Bara Båba – Foodello – Ovido – Olo-apteekki – Arla Lempi – Frendy – Hive Helsinki – Kauppakeskus Veturi – Easton Helsinki
Photographs by Olvi
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