What’s in a Name?

Posted by Taylor Ciarallo on Feb 23, 2023 1:54:59 PM

What’s in a Name?

Naming a B2B brand in the high-tech industry requires a well-thought-out strategy to ensure success. The name of a B2B brand in this industry needs to reflect its technical expertise, innovative products and solutions, and the level of professionalism that it represents.

In our experience with B2B high-tech clients, one of the key brand naming factors is to choose a name that is memorable and easily recognizable. The name should be simple, concise, and easy to spell so that it can be easily remembered and communicated. Additionally, the name should reflect the company’s values, mission, and brand personality, making it an extension of the company’s brand identity.

Another important aspect of naming a B2B brand is to ensure that the name is unique and not already in use by another company. This is important to avoid any confusion or legal issues down the road. A good way to check for name availability is to conduct a thorough search of the company names database, trademarks, and domain names (ideally the name is available for a ".com" website address).

Once the name has been selected, it’s important to establish a clear brand hierarchy. A brand hierarchy is the structure of a company’s brand and how it’s divided into different levels, such as the main brand, sub-brands, product lines, and individual products. The goal of a brand hierarchy is to create a clear and consistent brand identity that customers can easily understand and recognize.

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Figure 1: Brand Naming Hierarchy

For B2B high-tech brands, the main brand should be the parent brand that represents the company as a whole. Sub-brands, product lines, and individual products should then be named and positioned in a way that clearly ties back to the main brand and enhances its overall identity. For example, if the main brand is called “TechPro,” a product line could be named “TechPro Solutions” and an individual product could be named “TechPro Solution X”.

It’s important to note that the brand hierarchy should be flexible and able to accommodate changes in the company’s offerings and growth. A well-designed brand hierarchy should allow for new products and sub-brands to be introduced seamlessly, while still maintaining a consistent and coherent brand identity.

Our client experience with naming a B2B brand required a strategic approach that takes into account the company’s values, mission, and brand personality, as well as the unique challenges of the high-tech industry. A well-thought-out naming strategy and a clear brand hierarchy will help establish a strong brand identity and make it easier for customers to understand and recognize the company and its offerings.

You don’t need to go about it alone…

Your B2B naming strategies and brand hierarchy serve as the foundation for successful marketing and business initiatives. The BayCreative Team can help you craft engaging and persuasive brand strategies that represent your company’s values, differentiators and ultimately accelerates prospects through your sales funnel. With more than 25 years of experience supporting high-tech businesses, our senior-level (only) team is ready to roll up their sleeves.

Identify the top three things that can boost your brand. 

Book a free 15-minute “Cultivating your Brand” call with the CEO and Chief Creative Officer of BayCreative. During this call, we’ll identify the top three things that can boost your brand. At the very least you’ll have instant ideas to raise brand identity, and maybe there will be a fit to continue the conversation.

All the best,

The BayCreative Team

Topics: Branding, Brand Development, b2b marketing, Creative Agency


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