It is the rebranding that became a hot topic. Hasbro made headlines when it renamed its classic Mr. Potato Head line to simply Potato Head. This name change was not easy. The 70-year-old brand made this decision to break with traditional gender norms and allow families of all kinds to be imagined. “The culture has evolved,” Kimberly Boyd, Hasbro’s senior vice president and general manager, told Fast Company. “Children want to be able to act out their own experiences. The way the brand currently exists, with the “Mr.” and “Mrs.” – it is limiting in terms of both gender identity and family structure. ”This particular rebrand is an example of a brand that evolves with the times.
The future of names
Today, it is essential that brands are inclusive or they will be the ones that are left out. Inclusiveness doesn’t just revolve around brand image. Your company name and messaging should be created with inclusion in mind.
Embracing diversity is not a trend; it is the future. In fact, members of Gen Z are more racially and ethnically diverse than any previous generation, according to a recent report. Pew Research poll.
Also, according to the study, Gen Zers are similar to Millennials in their comfort in using gender-neutral pronouns. So if you want to build a brand that surpasses it, make inclusion a priority.
Here are some guidelines for naming your business with inclusion and the future in mind.
Determine who you are
When naming your business, the first place to start is defining your brand identity.
What is brand identity? It’s your mission, values, mission, tone, and other similar brand constants. All of these factors contribute to how your customers perceive your brand. When working with your original business plan, you must determine what your company represents and how it is reflected in the products or services you provide.
Trace themes and ideas that make up your brand or industry. This includes elements that make up your business, from your journey to your operations. Elements of your brand identity will lend themselves to relevant name ideas later in the process.
Try to be as authentic as possible, as customers respond to authenticity. It is what will differentiate you from brands that are performative.
After thoroughly assessing your company’s background and developing a brand identity, you can further narrow your focus by determining your company’s value proposition.
Value propositions usually consist of a short one or two sentence explanation of why people should care about your business. They clarify the pain points of the customers or the problems that your service or product will solve. This human-centered approach is what will lead you to recognize and create a truly meaningful brand.
Your value proposition should clearly highlight why consumers should choose your product or service over the competition and how it differs from them.
Highlight the unique benefits your startup offers, from innovative technology to price; the more exclusive the better. These features will help you discover a more unique name and brand identity.
Once you’ve developed a substantial brand identity and value proposition, naming brainstorming is the next step in the inclusive naming process.
During this process, it’s important to look beyond your business rather than just trying to find a word or two that summarizes what your brand has to offer. Assess your brand identity and the value proposition you created. Use them to brainstorm names around the brand’s attributes, values, and customer experience.
Don’t forget to involve your team in this process, as the key to inclusion is including others. Having multiple minds on the same project will help generate exciting name ideas that you might not have been able to think of yourself.
From compound phrases and puns to foreign idioms, the brainstorming process will help foster impactful creativity. Then if you still need help, try using tools like a business name generator to propose new and unique ideas.
Feedback is key
Review all the keywords, topics, and phrases that you and your team have exchanged. Any repetitive ideas that evoke immediate emotion should be highlighted.
Repetition usually indicates a possible name. However, don’t get carried away by your instincts. Remember, seek inclusion. You may have a personal bias that you don’t even know about. While it’s important to find a name that excites you, it should resonate with consumers as well. An effective way to determine if your name will appeal to your target customer is through audience testing. This can effectively measure how your favorite names rank with your preferred demographic.
You may also discover that their names are offensive or politically incorrect, a flaw you really want to avoid in today’s “cancellation culture.”
Ideally, your startup should reach a thousand people who match your target demographic. This is a sizable group that will provide your team with relevant and trustworthy feedback. Then, after reviewing your audience survey data, you can confidently move forward with a name that you know triggers a positive consumer reaction.
Consider the functionality
When you finally decide on an inclusive name, the final step is to make sure you’ve run a functionality test.
The most important thing is to say his name out loud using some relevant sentences. For example, if you have or plan to have a sales team, you might say, “This is Tory with [Your Name], ”Like you’re making a cold call. If you are opening a fashion store, you might say, “Thank you for shopping at [Your Name]. “
Say the phrase slowly and quickly. Better yet, call a friend and say the phrase. Don’t ask if your friend likes the name; just make sure they understand what you are saying.
The worst answer you can get regarding your name ideas is “What?” or “Say it again.” We have advised many clients to remove the smartest and most meaningful names simply because they were difficult to pass from one person to another. But on the other hand, a highly functional name is one that is easily remembered and can become fashionable with word of mouth.
Bad names are often made in the business world due to rushed processes.
While the appointment may seem like a small part of your business, it should actually look like the face of your business. The naming process really takes dedication, time, and energy.
Your business name can be the driving force in attracting customers from all backgrounds. Regardless of what your product or service offers, your name is the first thing a customer learns about your company. Therefore, it must be inclusive.
As the foundation of your brand, inclusive names can literally make or break a potential customer’s desire to learn more. By taking the right steps and offering a strong, inclusive name up front, you have a better chance of succeeding now and in the future.
Image credit: lachlan ross; pexels; Thank you!