The Brand Creative way to Brand Naming

  When it comes to naming your brand there’s a thin line between choosing an average name and a great name. But what exactly makes a brand name ‘great’? The problem is that brand names are all too often decided by committee. This sounds perfectly reasonable in theory, but in reality groups rarely pick the most interesting ideas, rather the one that is easiest to agree on.   'NAR' Branding & Interiors Dubai Cultural context and local expression commonly serve as effective factors in finding the perfect name. When Brand Creative was approached to develop the branding concept for “Nar” – a chain of shisha restaurants across the UAE that would quickly become a household name, we knew that promoting the authenticity of the Arabic shisha experience was key.   Taken from the Arabic word for ‘fire’ and also being a slang term used by young Arabs to describe a sexy, intense or cool situation, place or person, the brand name truly resonated with target consumers and provided a strong creative lead from which we developed the restaurant’s interior design and branding.   'DONER DISTRICT' Branding & Interiors Dubai A truly great brand name serves as a container for you to tell your story. When Brand Creative were tasked with the branding strategy for Doner District, an urban street food restaurant in Dubai, a descriptive naming approach provided the perfect platform for us. Our well-considered name launched the brand story of a modern day street artist ‘whose­­­ rebellious graffiti art vividly and triumphantly activates the city.’     This concept became the driving factor behind the industrial, street art narrative in our design concept of both the interiors and branding for this unique restaurant concept in Dubai. The best brand names have a seamless ability to evoke meaning and immediately strike a chord with their intended audience.     Ultimately, if your brand name fails to stand out from the crowd you are likely to end up spending twice as much on your marketing and branding to differentiate yourself from the competition and target the right demographic.   "Words calculated to catch everyone may catch no one." — Adlai E. Stevenson, Jr. By Adam Hutchinson, Brand Creative Graphic Designer