How to Create a
Memorable Brand Name

The term “Resonant Congruent Differentiation” doesn't exactly roll off the tongue, or into the mind. The phrase seems more akin to a principle you learned and quickly forget when you were taking "Intro to Psychology." But these three words are not only easy to understand, but make a lot of sense when it comes to creating a powerful, memorable brand name for a company, service or product, and they also are applicable when it comes to personal branding

Not long ago, I experienced a period of roofing angst. Because shingles were on my mind, I began noticing ads and signs for roofers. One yard posting caught my attention: "Mr. Fussy Roofing." Initially, I chortled at this amusing brand name. But then I reconsidered, because it hit me: if I'd been aware of Mr. Fussy when I had roofing issues, I'd certainly have called him for an estimate.

This name offers the ideal example of product / service differentiation, thanks to an identity that resonates perfectly and is totally congruent. So, despite my initial impression, I now believe that Mr. Fussy is a genius when it comes to marketing. Although I doubt that he boasts an MBA in Marketing, he intuitively understands how to position and strategize for his brand. In other words, Mr. Fussy completely gets the concept of "resonant, congruent differentiation."

What Resonant Congruent Differentiation Really Means

Let's work from the last word to the first, just to keep it interesting. Differentiation means why you are different and better than the competition. It's how, in a positive way, that you distinguish your brand from the crowd.

As an example, if every company that makes steel carries the name of the location or owner, such as Willard Metals or Onondoga Steel, not much differentiation will be achieved by naming your company Rogers Metals or Buffalo Steel. Select a brand name like StrongCo Steel and, at the least, you've shown a brand positioning that conveys a positive benefit through your name.

Next: congruent. Meaning staying true to the values and qualities that are exemplified by the product / service and communicating the essence of this truth. Let's say you, Mickey Martin, manufacture expensive audio speakers. If you brand them as "Mickey's Speakers," it may not prove to be a congruent name to most of your prospective buyers. Why? Consumers could interpret your product as being a "Mickey Mouse" speaker or have a cousin named Mickey they don't like. Plus, choosing your own name (unless it's Buckingham or Waterford or such), often conveys something of a small-time, low-budget image. Thus "Mickey's Speakers" is a brand identity that is not congruent with the message you want to immediately communicate to the world. Starting out with a name such as this is like deciding to use your 7-iron to tee off on a 550-yard golf hole: you're behind before you start. When you create a more congruent name, you're far more likely to hit the green in 3.

On to resonant: meaning that the name makes the prospect or customer feel in alignment with the key message that your corporate, product or service name communicates. It’s credibility, appropriateness... a connection with your brand essence.

Mr. Fussy Roofing: Our Branding Hero

Let’s use Mr. Fussy Roofing as our example. For right or wrong, roofing contractors do not always have the greatest reputations. People are suspicious of getting ripped off or of shoddy work. (A neighbor had a new roof put on. It drained improperly so water went between the siding and the underlayment. This was, as my daughter says, UNgood. And costly.) Many roofing contractors are small businesses and do not put a lot of thought into their name and marketing approach. (Exhibit #1: A local contractor named DBA Roofing.) Many other male business owners would find Mr. Fussy to be too cute or feminine a name, and might instantly rule it out.

However, our Mr. Fussy was not swayed by stereotypes. He went outside the macho comfort zone to create a clever name that resonated congruently with me, his typical audience, and achieved positive differentiation. What do I take away from Mr. Fussy Roofing from the name alone? He cares, he’s different than most, he provides great attention to detail, he’ll likely do an excellent job, and he does roofing. All from three words. And that's great marketing branding even without adding a meaningful tagline or slogan.

Contrast this with DBA Roofing. All I know is that they do roofing, and perhaps that they couldn’t think of a name until the woman at the county clerk's office asked, "What's your DBA?" I don’t know anything more about what they stand for, what their vision is, or how they do business. Even their tag line, "Roofing since 1964" just lays there, making no promise, delivering no inspired benefit. However, two words – Mr. Fussy – communicates so much more in terms of powerful marketing that is valuable and effective. Mr. Fussy differentiated his business. I get it... and like what he promises, so it resonates with me, and the idea of a roofer being fussy is very congruent and highly desirable.

So Why Don’t More Companies Create Resonantly Congruent Differentiated Names?

There are many reasons: owner ego, inability to be objective about their own branding strategy and brand personality, stubbornness, caution, corporate culture, a desire to take a safe middle road, and so forth. This desire to not take a chance applies just as often at big corporations as it does in small businesses.

Many people think that Geek Squad is a great name. It’s more fun, evocative and compelling than Your Computer Experts or some other safe, vanilla choice. Yet when it comes to their own name, people get scared and go down a safe path. I recently named a coffee shop “Thanks a Latte.” Would you rather go there for that promised experience or to Herb’s Coffee Hut?

Unless you’re one of those cavemen from the Geico commercials, you know that a geek is computer nerd. A geek squad is a whole mess of ‘em. Chances are you’ll find 25 PC repair guys in your Yellow Pages called "Some Name Computer Repair." You’ll only find one Geek Squad. Let’s say you see three commercials. One for Phil’s Computer Shack, another for Waterville Computer Repair, and the third for Geek Squad. Which are you going to remember in terms of marketing branding? And who are YOU going to call?

Obviously, you have to take your audience into account. "Thanks a Latte" is aiming for a Starbucks-type of crowd: more upscale, willing to pay a bit more for quality. Yet, in many cases, creating a company name that is striking, and effectively clever will take you so much further, especially if your marketing budgeting is limited. And everyone believes their marketing budget is lacking.

This brings up another key attribute of memorable, powerful names: attitude. Geek Squad, Thanks a Latte, Mr. Fussy... they all bring a distinctive point of view to the name. A name you can connect with almost viscerally. Consider Mr. Fussy one more time. Who conveys more of a persona in two words: Mr. Fussy or Bob's Roofing? Who communicates more depth of appropriate and convincing meaning in two words? While creating a company name that fits is important, developing one that projects a positive personality, one that you and your business believe in, will go a long way toward achieving true differentiation and memorability. You could say this attitude will give you greater resonance with proper congruence, if you do it properly. Now you truly have a creative, powerful, and clever company personality worthy of promotion that will take your business further.

Do You Want to Describe What You Do, Or Be Memorable?

If you’re going to name your company, stand out from the competition, and be active in marketing, choosing a functional name like The Tofu Shack isn’t really going to dazzle anyone. The Tofu Shack doesn’t go any further than simply being functional on a very basic level, but I've seen worse. Ever notice a truck go by you on the expressway that says something like “Kordis.” They may even have a tag line, such as “Bringing the World to You." Yet you wonder, “What do they do?” Are they importers? A global delivery service? Do they manufacture desktop globes? They have this incredible opportunity to create thousands of consumer impressions a day on the highway and they can’t even be bothered to say what they do. That's not marketing, it's simply a waste of a great moving billboard.

Big companies are fond of neologisms (invented words or terms) such as Claris or Pentium. They get away with it because they have huge budgets. I think you know there’s Intel inside by now. Yet have you ever heard of Comergent? And if you did, would you remember it unless they spent a few million to create branding awareness?

Bottom line: if your brand name can be resonant, congruent, and differentiated, you are likely ahead of the competition. And if you're interested in creating a memorable name and brand or meaningful tagline, please get in touch and let me create an ideal brand name for you, your company, product, or service.