Why Simple Brand Names Win

Photo: Mariia Shalabaieva/Unsplash

Overthinking it. For all of the fantastic superpowers that founders possess which affords them the fortitude to do what so many people dream to do—but very few actually go on to attempt—like starting a business; if you had to pinpoint any potential drawbacks of the founder mindset, the tendency to overthink things would certainly one of them. 

Perhaps at the very top of the list of things that founders tend to overthink is the process of naming their business. 

Not to minimize the importance of a brand name. Undoubtedly, it is one of the most significant decisions that you will ever make as a founder. But where far too many founders make their mistake, is that they go overboard thinking about the name of their business. Which often leads to founders coming up with brand names that are complex.

Yet what history has shown us, is that most brands that go on to win—usually have some of the simplest names. 

What makes simple brand names so alluring to consumers?

Unless they had an epiphany early and the ideal name just landed in their mind, most startup founders would describe the process of coming up with a name for their company as being frustrating, agonizing, onerous, and just about any other negative adjective you could think of. 

All of which are true, I must admit. 

Quite possibly the most irritating aspect of the naming process, is that after finally landing on a name for your brand that you love, you then have to hope that it is available for use and is clear to be trademarked. 

With that being said, the phrase Keep It Simple Stupid exists for a reason; it’s effective. Simplicity is often the surest path through a problem. 

Especially when it comes to choosing a name for your brand. That’s because studies show that consumers are quicker to respond to shorter brand names. And what’s more, studies have also shown that consumers tend to use short names more frequently and find them to be more familiar, concrete, and imaginable. 

All of which promote brand recall. Which needless to say, is extremely important if you care about consumers remembering your brand.

Simple brand names that are winning 

You don’t have to take my word for it that simple brand names win. Just try going a day without either encountering or using a product or service from some of these brands with very simple names: 

• Amazon

• Apple

• Bing

• Google

• Instagram

• Lyft

• Nike

• Ring

• Sony

• Target

• TikTok

• Twitter/X

• Uber

All of the aforementioned brands have become staples in the American lexicon. Not to say it’s solely due to the fact they all have simple names. But that aspect definitely played a significant role. 

A potential downside of having simple brand name 

At the end of the day, branding is all about intentionally creating a perception of a business, product, service, or entity. Therefore, I would be remiss if I did not issue a disclaimer that if you want your brand to be perceived as luxurious—having a simple brand name may not be the way to go. 

As studies show that longer names are more appropriate for high-end brands. In fact, studies also revealed that consumers are willing to pay more for menu items that have longer names (I know that sounds crazy, but it’s true!). 

So, if ideally, you’d like to position your brand as being luxurious, proceeding with a more lengthy brand name may be the best option. However, if you’d like the perception of your brand to be  accessible, mainstream, and fundamental—then you definitely should consider selecting a simple name for your brand. 

Closing thoughts

As author and brand expert Jeremy Miller so eloquently articulates in his book, Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name, “Names are like poetry. In a word or two you are capturing the essence of your company, product or idea. It’s a simple phrase that contains so much meaning.”

Miller’s assertion is correct. Names certainly are simple phrases that contain a whole lot of meaning. That is all the more reason why it's so important to make sure you choose a brand name that not only you'll love—but more importantly—your target customers will as well. 

Why overthink the naming process when we can handle it for you? Contact us at Decryption today for a complimentary client consultation and we’ll get right on creating a name for your brand that your target audience will absolutely adore!