Insights from 15,000+ Naming and Branding Projects

How to Name Your Food Brand

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Great names preframe a brand experience, attract attention, get remembered, connect with an audience, and facilitate buzz, referrals, and sales. Your food brand name can be a true communication asset, helping you reach key business goals – and we’re not just talking about abstract goals like the development of brand recognition over time:

When the owners of a food business use a great name, they are likely to attract more customers from Google search than their competition who is using a flat, uninteresting name.  And no one wants to be the business that causes this awkward situation:

“Hey, where did you get that wrap? I’d love one just like it!”

“Oh, this. I picked it up yesterday from this new place. Over at … oh, I can remember the name right now.”

With this in mind, follow these guidelines to develop your owner amazing [business] name ideas and finding a great name that will help you succeed:   

Knowing Where You’re Going is the First Step

You are launching a brand new company, and you’re struggling to find the right name. The first step is to hone the creative process. Start by thinking about the brand that you’re trying to build, and determine some core concepts essential to the success of your shop.

Most people choose food brand name ideas that are unique and that tell a relevant story. Story based brand names can be inspiring, playful, or prestigious.

Ask yourself, What do I want people to know about my food brand immediately?

Here are some common answers:

  • It is High-end
  • It is Modern
  • It is Unique
  • It is Fun

Deciding which direction works best for your company will give you a sharp focus and help you develop a name (and a brand) that will support your success.  

Happy Belly, a winning name from one of the many Squadhelp Food Brand Naming Contests, is a great example of a memorable name that makes you think of having great food. Your belly will definitely be happy when that happens. 

Know What You’ll Need

Now that you’ve decided on a central direction, create a one or two sentence project statement to keep your naming efforts laser focused. Here are some examples:

  • Our name needs to show we’re an excellent source for fresh and quality food
  • Our name needs to show that we source natural and healthy food that people want to eat
  • Our name needs to show we’re on the cutting edge of what people want when it comes to their menu
  • Our name needs to show we have what you’re looking for and we can provide it better than the standard

A lot of companies dive into their naming project head first without taking the appropriate time to set the stage for success, hoping that “creativity” and “inspiration” will swoop in and provide an amazing outcome. After 15,000 naming projects, developing hundreds of food brand name ideas, we believe strongly in a more systemic and strategic approach.

This is an example of a name that showcases one of the best things about food, sharing it with others. The project statement that resulted in the brand name probably read something like this: We’re looking for a simple name that conveys some of the best things about eating and enjoying great food.

Find Something that Pushes You

Now it’s time to put pen to paper (fingers to keyboard … stylus to tablet). However you like to work, it’s time to brainstorm ideas.

Don’t censor yourself when brainstorming – There is no wrong answer when brainstorming. Just let the ideas flow. Sometimes a “bad” ideas will inspire a “great” ideas. When you’re developing name ideas, one thought leads to the next, and censoring your ideas will stop this amazing creative flow. And don’t forget to have fun.

Develop an Inspiration Deck – You can find inspiration for your food name ideas in so many places. Take a drive around town writing down your favorite names that you find, get a list of successful brands across any industry you can image using your go-to search engine, or explore winning business names ideas from crowdsourced branding contests. Building a list of inspiration is a well respected copywriting technique, and it will certainly help you develop great business name ideas as well.

When searching through food & drink name ideas, you might be surprised and inspired by an outside the box approach like Guac and Roll. This name is super unique and a whole lot of fun, making you think of not just the two foods but also rock and roll, for an unexpected twist.

The Things Your Name Must Have

From a technical naming standpoint there are some important principles that you want to keep in mind:

Is it easy to say? Unfortunately, you may have to pass on a meaningful name if it’s difficult to say. For example, the iae vowel construct of the Latin word patriae (country) could cause much confusion if used in a business name.

Is it easy to hear? Test your name by calling a friend and saying, “I’m thinking about [insert name] as the name of my business. What do you think?” If there is a long pause or the reply is “What’s the name again?” You might have an issue.

Is it easy to spell? Simple misspellings such as Lyft, Flickr, Xero can work really well for a brand. But names that are very hard to spell will hinder your marketing and communication efforts.

Is it appealing?  Is your name pleasant to see and hear? Many times, in a quest to be unique or edgy, companies will select a name that lacks appeal with the target market. Consumers should like how your name looks and sounds. If they do, it’s much more likely that they’ll want to learn more about your business and talk to friends about your brand.

Is it remarkable?  Is your name memorable, and does it start conversations? Today’s average consumer is constantly bombarded by companies and products vying for their attention and business.

Is it evocative? Is your name emotional, experiential, descriptive, elegant, witty? A name should inspire a response from your target audience.

Also remember to avoid …

Obscure names: Can your name only be understood by a few people? Don’t go for an obscure name that only a handful of your target audience will be able to recall quickly. While a small number of your customers may appreciate an obscure name that only they understand, the rest will be confused and move on.

Neutral names: Is your name too safe or too boring? While you don’t want to choose an obscure or difficult name, you also don’t want to overcorrect and select a name that simply doesn’t excite consumers. A dull name means that you won’t stand out in a sea of competitors, putting you at a disadvantage from the start.

Picture Your Goals

A great food brand name will always be less appealing than your competition’s mediocre brand. It’s very hard to look at a list of names and get excited about them. One, two, or three words on a page can often feel flat.

The ability to bring a business to life in your mind is critical to the naming process. Imagine the story. Visualize the logo. See it on your products and packaging. Without envisioning your brand, you’ll have trouble getting behind any of the business name ideas that you’ve generated.

The simple logo really helps this name to pop and really makes you want to check out just what’s so good.

The Hard Work First

Developing business name ideas is only the beginning of the process. There are four important name validation steps that you’ll definitely want to complete before deciding on your business name:

Once you’ve settled on a top choice name, it is crucial to perform a linguistics analysis to ensure that the name translates well globally. A number of companies have run into linguistic challenges, including Nokia. The manufacturing brand had no idea that their new line of Lumia cell phones would translate to “lady of the night” in Spanish.

Performing a linguistic analysis on your name can help you avoid an embarrassing situation that could ultimately alienate your brand as well as cost you expensive and time-consuming rebranding that will eat up your revenue and sales.

Words and language are powerful tools as they can play a crucial role in the success or failure of any company or product. Conducting the proper research can help you feel confident that your name choice will be well received on a global level.

Learn the three additional critical validation steps – discover how to pick a business name.

What it Takes

Follow this tested process to create a business name that will become a true asset for years to come. Take the time to set the foundation for your project, develop great ideas, and validate there usability – and you’ll find a name that will attract attention, make connections, get remembered, and increase your bottom line.

Squadhelp is a one-of-a-kind platform where entrepreneurs and marketers get food & drink name ideas (quickly and easily), and create strong brands by launching naming contests to engage hundreds of naming experts as you’re guided through our agency-level naming process, or explore our hand-picked collection of premium names available for immediate purchase.

Food & Drink Brand Domains for Sale

An interesting and unique name that lets you know one of the best spices being included in your food. It even has a simple but cute logo to go along with it.

When you visit just the right restaurant this is exactly what you’re going to experience, joy.

View our full list of food & drink brand domains for sale.

 

 

Insights from 15,000+ Naming and Branding Projects

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