CHAPTER III

Language in
Branding
 Group 7

Nguyễn Thị Huyền ( Leader)

Nguyễn Ngọc Lan

Đào Thị Huyền Linh

Đoàn Mai Linh

Chapter III: Language in branding
I- The importance of brand language

II- Factors make good brand name

III- Most common brand name

IV- Steps of naming a company brand

I- The importance of brand

Brand language is pretty important for any brand

It helps define your brand and sets your brand apart from all
the others.

1.1 Brand language

1.2 Who your audience is?
• User personas
• Talk to them
• Read customer reviews
1.3 What your brand stand for
• What your brand’s culture is
• What your brand’s mission

1.4 Create a tone of voice for your visual brand language

1.1 Brand language
Refers to the words, images, a
brand uses to define its
purpose, brand tone, or
reference its products.

1.2 Who your audience is?

To find your audience, there are a few strategies that have stood
the test of time and remained fan favorites.
 Three strategies of the most widely used:
User personas

Creating user personas

has been a go-to method
for many brands when it
comes to understanding
who is using their
products or services.
 Talk to them

The most effective and

straightforward ways brands
understand their audiences is
just by talking to them.
 Read customer reviews

Read reviews to understand what

customers want from your brand.
You’ll see where are providing the
most value and understand how your
product or service is being used.
 1.3 What your brand stand for

 Each and every brand on the market today has (or should have) a
specific image it wants to portray.
 There are two important questions you have to ask yourself to
further define brand voice.
What your brand’s culture is

First, you have to define

your brand values,
people, and purpose. Find
out what your brand
stands for. Then, it’s just a
matter of displaying that
for everyone to see.
 What your brand’s mission

Every brand, no matter the

industry, has to have a
mission.

Highlighting this mission

plays a key role in defining
your brand language
1.4 Create a tone of voice for your visual brand language

Your brand visual language

should be as unique as the
brand itself, and therefore,
easily recognized.
1.4 Create a tone of voice for your visual brand language

Trustworthy

The three – word technique Persistent

Passionate
II. Factors make good brand
name

 Meaning
 Highlights
 Application Properties
 Protection
 Persistence
 Images
 III. Most common brand names

The naming process

• Research process
• Brain-storm idea
• Refine idea
• Experiment
7 common names
• Descriptive • Acronym
• Evocative • Geographical
• Invented • Founder
• Lexical
3.1. Descriptive name
• Represent the business, field,
product or service of the business.

• Eg: Toys R Us

• Advantages: its practicality and clear function description

• Disadvantages: makes the creation limited; quite difficult.

3.2. Evocative name
• Those are creative names, a powerful took
to make a difference.

• Tend to be more multidimensional, it is

easier to express the meaning of a brand.
Eg: Nike

• Advantages: more easily protected than descriptive names; are often the
cornerstone of brand positioning.
• Disadvantages: require extreme coherence with the structure and model of
the business.
 3.3. Invented names
• The brand name invention must be extremely
special. Some are built from linguistic systems
such as Latin, Greek,... then are adjusted to
best represent the personality of the brand.

Eg: Exxon

• Advantages: the best part is if you can not find a word for
their brand name, you can invent them yourself. Easy to
protect.
• Disadvantages: do not have clear definitions, the task of the
business is to build a story about the name. Require huge
marketing costs as well as years of time to educate customers.
3.4. Lexical names
• Play words, phrases, compound words,
messages, onomatopoeia, spelling errors,
and foreign words.

Eg: Dunkin’Donuts

• Advantages: The Lexical brand name is a pretty smart

choice refined and creative.
• Disadvantages: Customers in the current era have been
attacked too much by marketing techniques including using
puns. Therefore, it needs to be extremely refined and
creative.
 3.5. Acronym names
• This is the most basic, “oldest” way
of naming from the early days of
branding

Eg: IBM

• Advantages: short and easy to use.

• Disadvantages: Acronym names will be extremely difficult to

make customers remember and more difficult in the brand
protection sentence.
 3.6. Geographical names
• Geographical names are brand
names associated with a specific
region or region. Companies use
this type of name when their
customers and their markets are
concentrated in a certain area.

Eg: New York Life

• Advantages: the names imbued with cultural and historical elements with a
specific location. Already used and protected by the location.

• Disadvantages: the difficulty when changing in the case of business

expansion, need to rebrand.
3.7. Founder names
• This type of name often to
evoke the element of respect for
the legacy.

Eg: Fords

• Advantages: easy to protect. At the same time, branding will need to be

done in parallel, for both individuals and businesses.

• Disadvantages: too closely associated with an individual’s story. It is

therefore very easy to fail if the founder’s personal brand is in trouble.
 IV. Steps of naming a company
brand

1. Building brand strategy

• You should not go to the branding step unless you have clearly
defined branding strategies for the business.

2. Market research, competitors and customers

• Analyze the pros and cons, look for customer insights, the chances of
owning a good brand name will be much higher.
3. Define the brand message that will convey

• After understanding the current situation of the market and competitors,

as well as what the customer wants from the brand, establish brand
position.
• Business need to use this positioning in conjunction with the brand’s
promise to name the brand correctly.

4. Brainstorm ideas for names

• Look at your brand from multiple perspectives, focus on the benefits,

consider the target audience, and create a list of names as long as possible .
 5. Collapse the list
• You need to ensure that these brand names can meet and survive when:
marketing change, business expand, new trends…

• You should name the brand that can be paralleled over the years because you
never know in advance the world, the market, the customers, the competitors
will change.

6. Check intellectual property and domain names

• You can refer to the advice from lawyers the field of trademark protection
7. Choose the most appropriate name

• Based on the protection factor and domain name, collapse your list again,
down to about 1-3 names

8. Check your pronunciation, reading and writing elements

of the brand name
.
• Regional factors, the age of customers should also considered, because
each geographic region, each age will have different views, pronunciation.
9. Check out the visual element of the brand name

• Try putting them on the Logo template, application on the name card
templates, letterhead available.

• Try putting on your avatar on Facebook, try posting on the website… try
everything in your power

10. Launching and managing brand names

• As a final step in the process of branding, you need to ensure that it is

applied consistently across all touch points. Stay tuned, and gather feedback
directly from customers.
 Group 7

Thank you for

Listening