How To Determine A Successful Name For Your Brand or Property

by threshold | Nov 15, 2022 | Creative, Digital Marketing, Marketing, Thought Leadership

You have your property amenities sorted, your pricing figured out, and your interior design developed. But what does that all mean if you don’t have a name that fully captures the specialty of your real estate building?

Choosing a brand name is one of the most significant aspects of a brand development process. The right name creates an image of your property and brand in the mind of potential customers, sharing the idea of what you’re all about. And, it’s the most important keyword for internet searches.

A strong brand name should be:

• Meaningful: It communicates a brand story and creates an emotional response
• Unique: It should be memorable and stand out from your competitors
• Easily Understood: Avoid words that are hard to read or pronounce – they won’t stick in people’s minds
• Visual: It should lend itself to strong brand colors and imagery
• Future-Proof: You want your name to work now, and ten years from now, so veer away from names that feel really timely

Work backward. Decide what your brand identity, such as target audience, culture, mission, and purpose, will be, and then begin brainstorming names that line up with those needs.

Feeling stuck? Follow along for some tips for determining a successful name for your brand.

Reflect On Your Company Values

Think about your property’s mission statement or parent company’s values – what is it your company stands for, and how can your name tie back to that? Spend time with what your property is trying to achieve, focusing on your purpose and vision. Determining the heartbeat of your brand can lead to a stronger name association down the road.

Connect Your Name To A Story

We communicate in stories, and talking about a brand is no different. Effective marketing connects to a larger target audience through storytelling, which is why your property name needs to mean something. If someone asks you why you named the property what you did, and all you have to say is that it sounded cool, you’re missing out on some really good marketing.

Think about the history of the city your property is located in, what it’s known for, or what interests your target audience has, and then go from there.

Having a great story also allows for stronger visuals (think website design, brochures, signage, temporary leasing space designs), as the logo, colors, and brand patterns all have a north star to draw from.

Less Is More

Short and snappy wins the race! You want to limit the length of your brand’s name, as anything longer than three or four syllables will only be harder for your potential audience to remember. The final name should be punchy, and this is best determined by running any potential names by those who aren’t part of the brainstorming, allowing for fresh eyes and fresh opinions.

Here is where you’ll also want to factor pronunciation into the mix. Your property name won’t only live on signage and a website, it will be said by residents in passing, and therefore shouldn’t be something that’s hard to say or spell. So remember to say any names aloud!

Remember Your Competitors

The last thing you want is to come up with a really amazing name, only to find out a direct competitor has something similar. Standing out from your competition is a key factor in your brand name and final brand visuals, which is why doing research on your market early on is essential.

Consider Creating A New Word

The best way to avoid having the same name as someone else? Create a non-dictionary word. Your name should still have meaning behind it, and not just be created out of thin air, but there are a few ways you can create new words, like:

• Mashing up two words together
• Spelling an existing word in a new way
• Creating a word where each letter stands for something

Plus, what’s more fun than being the owner of a completely new word?

Think About SEO

You heard it here first, do not skip thinking about SEO (Search Engine Optimization) when it comes to naming your brand or property. SEO plays a key factor in determining how popular a potential name is for organic and paid searches.

Say you’re naming your property Dragon (not a great name, but work with us here), then Googling that name will bring up a lot about dragons themselves, the television series “House of Dragon,” a speech recognition software called Dragon, and restaurants in your area with Dragon in the title. A generic name like that could make it hard to stand out in the very competitive search engine space.

Psst. This is why creating a new non-dictionary word might help!

In Summary

The success of your brand and property depends largely on the branding, which begins with a really great name. A name that’s meaningful to your audience, lends itself to great visuals, is short and snappy, and is easy to remember. A name that stands out from your competitors and can be relevant for your audience today, and in many years to come.

Don’t let determining a name feel overwhelming! Have fun with the process and see what unique options you come up with.
For more tips and information about company and real estate branding, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!