As a business owner attempting to establish a powerful fashion brand, you need to be aware that one blunder, particularly one involving the brand name you choose, can undermine all your efforts.
That’s because, once all has been said and done, your clients will identify your company mostly through its name. So, if you want your fashion firm to remain active in this super competitive field, make sure your brand identity is a flawless reflection of your business.
To find the ideal brand name for your firm, you can either decide to brainstorm, buy a business name, utilize a strong brand name generator, or hire a reputable branding company.
But on the path, you follow to the perfect name, be sure to avoid the following mistakes that could ruin your fashion business.
1. Brand Names That Connote Negative Meanings
Customers are frequently drawn to businesses with similar views on social issues, the environment, and politics.
They feel strongly about these sensitive issues. And while some see it as a plan to get attention, if your company decides to take on these topics, even if not under your brand’s name, you’ll end up repelling a segment of your audience since individuals who are opposed to a given cause are less likely to buy your items.
Additionally, following the same path as Urban Decay and Kat Don V by launching products with offensive names like “Underage Red” or “Druggie” could result in severe backlash for your fashion business.
2. Complicated Business Brand Names
We urge fashion companies to stay away from names that are too challenging and complicated for their clients to pronounce. If a fashion business’s name isn’t memorable, to begin with, no customer would feel the need to remember or recommend it.
The surprising fact is that within three days, 80% of purchasers forget about branded items. Therefore, to lessen the likelihood that your fashion brand will be forgotten by customers, ensure you make your business’s name memorable, short, and straightforward.
Even the most complicated and sophisticated names like WeAretheSuperlativeConspiracy cannot compete with the inviting atmosphere generated by a simple one. So if you want your fashion brand’s name to leave a lasting impression on your customers, you’ll need one that sounds pleasing and is easy to say.
3. Names With Inappropriate Foreign Translation
Commercials, thanks to the internet, have a tremendous influence on people spread across the world. And that simply means that anyone with an internet connection can readily interact with your business. Now, if your company’s name sounds offensive in their dialect, these potential buyers will not purchase your products or services.
As a result, every business owner should conduct thorough research before selecting a catchy brand name to ensure that it is not derogatory to customers in other countries.
Because, much like Mazda’s Laputa and Nokia’s Lumia, which were acceptable in other parts of the world but turned down by the Spanish people owing to their brand names meaning ‘prostitute,’ in Spanish slang, failure to conduct adequate research can mess up your business.
Therefore, whether you manage a local or international fashion business, you should always think about how customers from diverse corners of the world will perceive and engage with the name of your brand.
4. Selecting a Brand Name Purely on Emotion
It is nothing new that all of us feel some degree of emotion when presented with a range of possibilities, particularly when trying to name an idea or product.
Don’t allow your emotions to dictate all of your decisions. Instead of just going with your gut feeling, conduct a thorough study to ensure that any name you pick aligns with the needs of your business. Picking a weak and unappealing name that you love will impact the development of your company.
Make Your Audience a Priority!
Never forget that your brand exists because of its consumers. Therefore, make sure they come first whenever possible. The failure of budding entrepreneurs to concentrate on their customers and companies’ core needs has long since been a common cause for failing fashion brands.
Grant Polachek is the head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today.
They are also the world’s leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.
