“A good brand name is suggestive of your unique selling point but is not too narrow that it decreases your ability to claim new selling points in the future.”
Your Brand Name
Just as important as your unique selling point and what your brand stands for is your brand name. In the previous chapter (Chapter 5) we covered this briefly, but there’s more to a brand name than its availability.
Your brand name should be:
- easy to pronounce
and most of all, it should reflect what your brand is about. A good brand name is suggestive of your unique selling point but is not too narrow that it decreases your ability to claim new selling points in the future.
A name like ‘Awesome Black Tees,’ for example, restricts a brand to producing just black t-shirts. Anything else would be out of line with the brand identity, since right off the bat the name establishes that the t-shirts will be black.
It’s no wonder most big-name brands refrain from ending their brand name with the name of a specific product. Notice it’s not Tide Detergent, Nike Sneakers or Hanes Underwear. They are simply Tide, Nike and Hanes, allowing them to sell more than just detergent, sneakers and underwear.
Too many new t-shirt brands make the mistake of adding “apparel,” “threads,” “tees” or a similar word to the end of their brand name, and it really…