Brand Naming Process - Presentation by Brindle

Apartment Brand Naming Process: How to Create a Name in 3 Steps

As property managers and developers seek to create unique and memorable apartment brands, it’s more important than ever to have a name that captures the essence of your community and stands out amidst the crowd. After all, your name is one of the first things people remember about your brand.

In this article, we’ll delve into the apartment brand naming process with 3 easy steps.

Step 1: Define the Essence of Your Brand

Establish Brand Identity and Values

Before you start the brand naming process, it’s essential to have a clear understanding of your brand’s identity, values, and principles that guide your business. This will be the foundation for building your brand name.

  • Vision and Mission: Define your brand’s overarching vision and mission statement. What is your brand’s purpose? What impact do you aim to make in the world or your industry?
  • Core Values: Identify the core values that your brand embodies. These values will influence the emotions and messages you want your brand name to convey.
  • Differentiators: What sets your brand apart from competitors? Highlight the unique qualities, attributes, or offerings that make your brand distinct.

Define Your Target Audience

Understanding your target audience is crucial for crafting a brand name that resonates with them. 

Who are you trying to reach? 

What are their preferences, needs, and aspirations?

  • Demographics: Define the demographic characteristics of your ideal residents, such as age, gender, location, and income level.
  • Psychographics: Dig deeper into their psychographic traits, including interests, values, lifestyles, and behavior patterns.
  • Needs and Desires:  What problems or desires does your audience have that your brand aims to address? This insight will help you create a brand name that speaks directly to their needs.

Understand Brand Persona and Tone

Your brand’s personality and tone of communication play a significant role in the name you choose. Are you formal, playful, authoritative, or friendly?

  • Brand Persona: Describe your brand as if it were a person. Is it a trusted advisor, a friendly companion, a pioneer, or something else?
  • Tone of Voice: Define the tone of communication you’ll use in your brand messaging. This tone will influence the style and feel of the name you select.
  • Consistency: Ensure that the brand name aligns with the personality and tone you’re aiming to convey across all brand touchpoints.

Identify Key Brand Messaging

Outline the key messages and emotions you want your brand name to evoke. What feelings should it stir up in your audience? What associations should it trigger?

  • Emotional Resonance: Determine the primary emotions you want your brand name to evoke. Whether it’s trust, excitement, comfort, or something else, these emotions will guide your naming process.
  • Core Messaging Themes: Identify the core themes that your brand represents. These themes can provide inspiration for word choices and concepts during brainstorming.

Identify the Type of Brand Name You’re Looking For

Identifying which type of name you’d like to utilize for your brand can help narrow down the brainstorming process before it even begins. 

Here are the most common types of brand names, broken into categories:

  • Descriptive or Literal Names: These names directly describe what the brand does or offers. They provide clarity and can be advantageous for businesses aiming to convey their core offerings upfront.
    • Examples: The Home Depot, Burger King, General Electric
  • Evocative or Suggestive Names: These names evoke feelings, emotions, or associations related to the brand’s essence without directly stating its purpose. They spark curiosity and create a memorable image.
    • Examples: Apple, Airbnb, Jaguar
  • Abstract Names: Abstract names are invented words that have no direct relation to the brand’s offerings. They provide flexibility and room for unique brand positioning.
    • Examples: Google, Xerox, Kodak
  • Acronyms and Initials: These are brand names formed by using the initials of a longer name or phrase. They’re often used for simplicity or to condense a complex identity.
    • Examples: IBM (International Business Machines), BMW (Bayerische Motoren Werke)
  • Founder or Owner Names: Using the names of the founders or owners as brand names can add a personal touch and lend authenticity to the brand.
    • Examples: Ford, Disney, McDonald’s
  • Geographic Names: Names that reference a specific location, city, or region. They can create a sense of local connection or reflect the brand’s origins.
    • Examples: New York Times, London Fog, Tokyo Disneyland
  • Compound Names: These names combine two or more words to create a unique identity that reflects the brand’s essence.
    • Examples: Facebook, YouTube, Microsoft
  • Blend or Portmanteau Names: Portmanteau names are formed by blending parts of two or more words to create a single word. They can be catchy AND memorable.
    • Examples: Microsoft (microcomputer + software), Verizon (veritas + horizon)
  • Metaphoric Names: Metaphoric names use metaphors or symbols to convey a deeper meaning about the brand’s values or offerings.
    • Examples: Nike (Greek goddess of victory), Dove (symbolizing purity)
  • Descriptive-Plus Names: These names combine a descriptive element with an additional word to create a more distinctive and memorable identity.
    • Examples: FedEx (Federal Express), PayPal (online payment)
  • Numerical Names: Numerical brand names can denote a specific aspect, such as a year of establishment, a version, or a sequence. For apartment communities, an option is to name your brand after the street your community is located on to build brand recognition.
    • Examples: 7-Eleven (store hours), 3M (Minnesota Mining and Manufacturing)
  • Playful or Punny Names: These names use wordplay, humor, or puns to create a memorable and lighthearted brand identity.
    • Examples: Ben & Jerry’s, Piggly Wiggly, StubHub

Whoa – that was a lot! But by completing these essential preparatory steps, you’ll be equipped with a clear understanding of your brand’s identity, values, audience, persona, and messaging. Believe us, you won’t regret this extra research and discovery. Armed with this knowledge, you’ll be better positioned to start the brainstorming phase of the brand naming process.

Step 2: Begin the Brainstorming!

Now that you’ve defined your brand’s values, audience, and type of name, it’s time to start brainstorming – a.k.a. the fun part! Here are our tips to guide you in this part of your apartment brand-naming process:

Idea Generation

The goal of this step is to take the information you’ve gathered from step one and start to explore potential brand names.

  • Diverse Perspectives: Invite team members from different departments or backgrounds to participate in brainstorming. Diverse viewpoints can lead to more creative and unique ideas.
  • Inspiration Sources: Draw inspiration from your brand’s core offerings, industry trends, historical references, and even unrelated concepts. This can help you come up with unexpected and innovative ideas.
  • Mind Mapping: Create a mind map with your brand’s main attributes, values, and keywords. Use this visual tool to branch out and explore different word combinations and associations.

Wordplay and Creativity

In this step, you’ll focus on wordplay, linguistic techniques, and creative combinations to come up with unique and memorable brand name ideas.

  • Rhyming and Alliteration: Experiment with rhyming words or using alliteration (repeating the same initial sound) to create brand names that are catchy and easy to remember.
  • Merging Words: Combine words related to your brand’s essence, values, or offerings to create new and meaningful terms. This technique can result in brand names that are both descriptive and distinctive.
  • Playing with Prefixes and Suffixes: Experiment with adding prefixes (e.g., “eco-,” “re-“) or suffixes (e.g., “-ify,” “-tron”) to existing words to create brand names that convey a sense of innovation, transformation, or specialization.

Emotion and Storytelling

At this stage, focus on evoking emotions and telling a story through your brand name. A strong emotional connection can leave a lasting impact on your audience.

  • Emotion-Centric Words: Identify the key emotions you want your brand to evoke. Brainstorm words that resonate with these emotions and integrate them into your brand name.
  • Narrative Elements: Consider weaving a narrative into your brand name that reflects your brand’s history, values, or the unique journey you’re offering to customers.
  • Cultural and Symbolic Significance: Research cultural symbols, myths, or legends that align with your brand’s essence. Integrating these elements into your brand name can add depth and intrigue.
  • Visual Imagery: Choose words that paint a vivid mental picture. Consider the visuals associated with your name – do they align with your brand’s identity and message?

A remarkable brand name isn’t just a description; it’s a work of art. Don’t hesitate to explore unconventional ideas. The goal is to generate a diverse pool of potential brand names that you can then refine and evaluate in later stages. Keep an open mind, encourage collaboration, and allow the creative flow to lead you to unexpected and exciting possibilities.

Step 3: Test Your New Brand Name

Found a name you love? Now it’s time to test it out in the wild.

Check for Domain Availability

Securing a matching domain name is essential for your brand’s online presence, and here are our tips on how to do so.

  • Use Domain Search Tools: Utilize domain search tools provided by domain registrars to check if your desired domain name is available. Popular tools include GoDaddy, Namecheap, and Cloudflare.
  • Variations and Extensions: Love a name but just realized that the domain isn’t available. Don’t worry, we’ve been there! Consider slight variations or different domain extensions like .com, .net, .io, or .co. Prioritize .com if possible, as it’s the most common and recognizable extension. If that still fails, you’ll likely have to search outside of just the name and append it with something more descriptive such as HadleyApartments.com, for example.

Conduct Trademark Research

Checking for existing trademarks is crucial to avoid legal complications down the line. You want to ensure that your chosen brand name isn’t already trademarked by another entity.

  • Search Trademark Databases: Use official trademark databases, such as the United States Patent and Trademark Office (USPTO) or relevant databases in your country, to search for existing trademarks that match or are similar to your brand name.
  • Consult Legal Expertise: If you’re unsure about the intricacies of trademark law, consider consulting with a legal professional specializing in intellectual property to ensure that your chosen name is legally viable.

A good brand name serves as not only the cornerstone of your apartment or company’s identity but also the first impression on your target audience. By following the 3 steps above, it’s only inevitable that you’ll create a brand name that’s unforgettable, unique, and will stand the test of time.

Don’t have the time (or willpower) to follow the three steps above? No worries! Connect with us to get a free estimate on your apartment brand naming project at Brindle today. We’re here to help you unlock the full potential of your apartment brand.