Let's give way to the new, to get out of the traditional. Human beings by nature, within the process of socialization, are prone to assign a name to things, people, phenomena, in short, to everything with which we interact.
But when that something is already part of our life, of our mental image, we assign it a "name" that responds to the way we understand the world and deal with it.
Here is the importance of thinking of a good name for our company, initiative, project, product or service that represents something important for the lives of the people to whom our corporate actions are directed.
Usually we choose the name that we like the most, the one that sounds the most beautiful, without thinking about the ideas with which the people who listen to it associate it, this being the cover letter, the brand, the idea of the product or service to position.
In public image, and specifically in corporate image, the name of the company, product or service is understood as the main stimulus that will cause the association of emotions or feelings, which will be responsible for allowing access to the satisfaction of interests, needs and wishes.
Just as many of our names are the product of a singer, musician, a leader, a grandfather, etc., so too the minds of people or clients, upon hearing a name, will immediately proceed to remember ideas, emotions or evocations with those associated with the brand or name heard or seen.
And precisely on that memory will depend, if it is positive or negative, the reaction that the client has towards the name in question.
Let's take an example, imagine that you are trying to find a name for your product or service linked to the dairy industry and you are lactose intolerant, any name that has the prefix "lac" will be rejected immediately because your experience and your current life linked to milk is forbidden by his medical condition.
So, if you want to expand your market, you will need a name or brand that reduces the level of rejection of lactose intolerant people and also contains the necessary letters so that your product is easily associated with a positive emotion and experience.
It is logical to think that at present the measurement of the approval of the name or brand is controlled by the companies, but what still does not happen is the measurement of the perception that customers have regarding the brands, products or services.
I am specifically referring to measuring whether the names are easily accepted by the market after having studied the sound, visual and tactile image with which the brand is associated, based on experience with previous similar names, products or services.
In the end, behind a name are memories, emotions, experiences, successes, frustrations, traumas, joys, etc., which the public image invites to know because they constitute the global image that one has of the world and that when faced with that new name will only lead to one of two paths: Either to reinforce people's denial or rejection of something or someone, or to open a new window of opportunity for a new and improved experience with a product, service, brand or company that now the client accepts to satisfy my needs, desires and aspirations on an emotional level.
It will depend on the company, entrepreneurs, leaders or directors if they want to see this reality and focus more on 'what that product or service represents to me so that I consider it important and transcendental enough to be part of my life'.
The corporate image takes care of that. It is time to give this new corporate discipline a chance.
