The mind games of brand names

4 ways to use copy psychology to name things in your business

May 29, 2023

Imagine walking along a busy high street, passing countless shops and products vying for your attention. Among the sea of options, there's one thing that has an uncanny ability to captivate us - a name.

Names can leave a mental imprint that shapes our perception and decisions.

A great name is like a key that unlocks the doors to our emotions, instantly connecting with our desires and triggering a sense of familiarity.

Have you ever wondered why certain names pull us in more than others?

Join me on a dive into the mind games of brand names, as we decode the fascinating copy psychology behind naming things in your business.

By the way, if you’re working on names in your business, this guide walks you through it.

In this post, we’ll consider how to do smarter brand naming by leveraging -

Heuristics and copy psychology
Familiar story patterns and rituals
Positive word associations and the Halo Effect
Euphony (or the sound-good factor)

Names are the labels on your brain’s filing cabinet

Picture yourself walking into a room filled with countless drawers of unknown items. Without labels, finding what you need is daunting.

Brand names effectively serve as labels on your brain’s filing cabinet. They help categorise your experience (and decide quickly whether that brand or service is for you).

The hidden power of heuristics in brand naming

Names are also inextricably tied to heuristics.

Heuristics are rules-of-thumb that our brains use as shortcuts when we want to reach a decision about the information in front of us.

We don’t come across names in isolation. We encounter them with all the baggage of our pattern-making, familiarity-loving brains. That’s why I encourage you to think about the emotions your name choices bring to mind.

These emotions can come from the associations or stories the name primes us with. They can also come from the sound of the words themselves.

Which leads me to my favourite topic, copy psychology.

1 How to do smarter brand naming using heuristics & copy psychology

Let’s look at five ways that our brains make sense of names.

Subliminal priming

Subliminal priming refers to the subtle activation of certain ideas or concepts in your subconscious mind. These can influence your thoughts and behaviour.

In the context of naming, marketers can use words or elements to subliminally prime with positive associations or emotions.

Lush is a also great example of this. The word itself primes us to associate the brand with nature - fresh, indulgent and full of life.

The individual phonemes of the word are also entirely on-brand - the rounded l sound, soft vowel and the melodic, hissing sh.

Phonetic patterns that resemble words associated with success or happiness can create a subconscious positive bias towards the brand.

For example, the prefix ex- can imply excellence or superiority, as seen in brands like Expedia or Microsoft Excel.

Sound symbolism

Sound symbolism refers to certain sounds or phonetic patterns that are already associated with specific meanings or qualities.

Marketers can leverage this by choosing brand names with phonetic qualities strategically aligned with the brand image or attributes.

For instance, sharp, crisp sounds like k or t in a brand name can help marketers convey brand values of precision or efficiency.

On the other hand, soft vowel sounds like the long o in skincare brand Dove, suggest nurture. And of course, there’s priming in the word dove itself - a bird associated with whiteness, purity and gentleness.

Mere Exposure Effect

The Familiarity Principle (or Mere Exposure Effect) suggests that people tend to prefer things they are familiar with, or have been exposed to before.

Marketers can leverage this by incorporating familiar words, phrases or cultural references into brand names. By tapping into familiar elements, you can create an immediate sense of comfort, recognition and trustworthiness.

Patagonia is a great example of this. By associating the brand with a rugged region of exploration, we get adventurous vibes from this brand before we even take a close look at the products.

Novelty bias

On the flip side of familiarity, novelty bias suggests that people are often drawn to things that are new, unique or different.

Marketers can harness this by creating brand names that stand out from the competition and pique curiosity.

Unconventional word combinations, playful language or unexpected associations can make a brand more memorable.

Innocent embraces novelty combined with playfulness. The name itself suggests simplicity and wholesomeness. We’ve come to expect unworldly whimsy from the brand, which fits perfectly with the playful, childish associations we get from the name.

Bias towards concreteness

This bias, otherwise known as the Concreteness Effect, suggests that our brains process concrete words more quickly and easily than abstract ones.

Marketers can use descriptive or suggestive words in names that make it easier to picture the key benefits, features or purpose of the brand.

This helps customers understand quickly what the brand offers, smoothing the way for faster decision-making.

PayPal and QuickBooks leverage this in their brand names.

2 How to think about naming using familiar stories & rituals

Our brains are highly attuned to the importance of names through stories, myths and real-life rituals that we’re already familiar with.

Brand names can unravel narratives that resonate deep within our minds.

The psychology behind our desire to name things is rooted in our innate human need to make sense of the world around us. Names provide us with a sense of order and meaning.

They help us categorise and reference specific objects, concepts or people. Names allow us to communicate efficiently, remember information and share our understanding with others.

Brand names & milestone moments

Just as individuals at milestone moments or rites of passage reassess their identity (for example, when First Communicants choose a new name for themselves), brands often change their names when they reach a milestone and pivot direction.

The name change itself signifies transformation, growth and freedom of a new identity.

In essence, names serve as cognitive anchors that give structure to our experiences.

Just think of the naming stories and rituals that you’re already familiar with.

Stories and naming rituals

In the Book of Genesis, Adam is given the task of naming all the animals in Eden. This act of naming showcases his authority and dominion.

In the classic fairy tale Rumpelstiltskin, a miller's daughter is tasked with guessing the name of a magical imp, in order to save her first-born child. The story highlights the significance of knowing and using someone's name, a power-move now known in courtroom settings as the Rumpelstiltskin Principle.

In other familiar secular settings, authority figures are often given the symbolic task of presiding over naming rituals, for example, the champagne ceremony of naming a ship. An example of a religious ritual is a priest naming a child at baptism.

These rituals show the various ways that naming is woven into the fabric of myth and society.

The psychology of names and naming is fascinating. Not just for brands, but for people too.

Did you know, for example, that people who have names with positive associations tend to do better in life? (Richard Wiseman, 59 Seconds)

Someone with the surname Gold, for example, will tend to do better in life than Mr Crooks or Ms Payne.

Extreme personalisation & Implicit Egotism

Nominative Determinism is a complicated name for a simple concept.

The theory of Nominative Determinism suggests that a person's name may have a significant influence on their life choices, profession or even personality.

It suggests that people are unconsciously drawn to fields of study or careers that align with their given names. In other words, your name may have a determining effect on your life path.

The concept of Nominative Determinism came to attention in the early 1990s. New Scientist invited readers to submit examples of people whose names matched their professions. After an overwhelming response, the magazine published numerous ‘coincidental’ name/profession matches.

Might Grace be statistically more likely to become a ballerina? Or Arthur a medieval historian?

What about Mr Baker and his sourdough shop? Or Miss Archer the award-winning architect?

Could my name (Sue) really have made it more likely I became a litigator?

It sounds like something borrowed from the card game Happy Families, but while the theory of Nominative Determinism is largely anecdotal, some scientific evidence supports it. Some studies have explored the potential influence of names on career choices and outcomes.

This study, Why Susie sells seashells on the seashore, explores the link between names and life choices.

The theory of Implicit Egotism also suggests that individuals tend to prefer things that connect to themselves. This includes their names.

Studies have found that people are positively biased towards people, places and things that share similarities with their own name or initials.

If scientists eventually agree that Nominative Determinism exists, what job or life path does your name suggest you might take? I’m Sue, so it’s got to be a lawyer. Share with your network & ask them too …

The surprising impact of the Name Letter Effect

Both Implicit Egotism and the Name Letter Effect are psychological theories related to self-perception and self-esteem.

The Name Letter Effect is the tendency for people to prefer the letters in their own name over other letters in the alphabet.

The effect is most pronounced for the first letter in any name. That’s because the first letter is the most salient and distinctive part of a word.

Although this effect has been found in several studies, there’s no certainty about why it happens. Probably we associate our own names with positive emotions. In turn, that makes us more likely to feel positive about other words containing the same letters.

The Name Letter Effect suggests that people are more likely to remember and prefer brands using letters associated with their own names.

Aptronyms & brand names

An aptronym is a term used to describe a person's name that is highly suited to their job, character or personal qualities. For example, Mr Carpenter the woodturner is an aptronym.

In fiction, the term is called a charactonym. For instance, Mr Banks in Mary Poppins, who works in - yes, you’ve guessed it - a bank.

Aptronyms used by marketers in brand naming often use wordplay or humour to create memorability.

FitBit and Rayban are both aptronyms.

Speedo is too. In fact, Speedo is a marketing variation on the naming trope of picking a quality (in this case speed, and adding an o to create a name). Just as the Marx Brothers did with Groucho. Or we all do with Weirdo.

That’s just one naming option for marketers. Brand namers could also consider taking a relevant, familiar term, shortening it, then adding an o. For example, techno or dino.

Why are story tropes, aptronyms & Implicit Egotism relevant to branding?

These concepts are relevant because they reveal secrets about the emotional resonance of words. And even letters and sounds within words.

Brand strategists may like to bear these concepts in mind, particularly as the potential for personalisation in marketing is advancing so quickly.

Positive emotional branding

Unless you’re targeting people whose names begin with P, for example, a theory like the Name Letter Effect might not seem relevant or useful. However, the science does tell us something about the subconscious associations we make when we hear names.

The most effective and stickiest names create some kind of emotional resonance in customers’ brains.

How else can we create this emotional resonance with language?

A simpler method than advanced marketing personalisation is to choose words and letters with positive associations.

3 How to do brand naming using positive word associations & The Halo Effect

The Halo Effect is a cognitive bias that shows we tend to make general assumptions about a person based on a single positive trait.

For example, when we meet someone who is well-dressed, we tend to assume they have other positive qualities too. We might assume they’re also successful and intelligent.

Marketers can capitalise on this by choosing metaphorical language that conveys positive associations. Names that evoke emotions like joy, success or luxury can create a positive Halo Effect, influencing consumers' perception of the entire brand.

Let’s take the name Glossier as an example. In my opinion, this is a great name for a make-up brand.

Here’s what the Glossier name has –

Euphony – it’s got the sound-good factor (more on that later)
Emotional resonance (who doesn’t want to be glossier?)
A Halo Effect suggesting polish, sheen and poise.

Come to think of it, would Glossiest be even more effective?

Lower in euphony (because of the sound of that abrupt t) but higher in emotional resonance (yes to being the best, the most glossy).

How to leverage the Halo Effect in brand naming: 3 examples

Here are 3 easy-to-use examples of language choice to maximise the Halo Effect.

Use brand language that suggests sunshine & warmth

Metaphors of sunshine and warmth suggest positivity in our brains. That’s because we often associate comfortable heat with positive emotions.

In fact, without even thinking about it, we express all kinds of emotions using metaphors of heat. You might say you’re lukewarm to an idea. Or decide that someone is smokin’ hot!

Laughter is warm, hearts are warm, smiles are warm, hugs are warm.

Someone’s kind words can warm your heart. You can glow with happiness.

Here are some examples of naming words with positive ‘warmth’ associations – ray, light, glow, golden, bright, shine, beam.

Blue skies + clear water = emotional clarity

Expanses of sky and water can create a linguistic Halo Effect suggesting clarity.

For example, thoughts can be cloudless like the sky. Or calm, like a body of water.

Other variations of naming words suggesting natural clarity include – horizon, blue, clear, tide, shore, still, ease, oasis.

Metaphors of natural growth = emotional & business growth

The natural growth of flowers and plants evokes positive associations in our brains. Instinctively, we link these words and images with individuals (and brands) growing and flourishing.

Some examples of words that give the Halo Effect of growth include – bloom, blossom, heights, nurture, unfurl, spring, flower, rosy, sprout, bud, ripe, petal.

What brand names do you love? Why not share this post with your network & ask them this question?

4 Brand naming & euphony: how to create names that sound good

Every copywriter with even a passing interest in the psychology of words has heard of the Kiki/Bouba experiment.

This study (and variations on it) mapped the sound of words to our perception of the shape of object they described.

The original study asked participants to match nonsense words to a shape.

In brief, a majority matched Kiki to a sharp-edged shape and Bouba to a curved one. Similar findings have been observed in people across different cultures, native languages and age profiles.

One persuasive theory suggests that the way we produce the sound in our bodies influences our perception of the thing described.

Emotional resonance doesn’t just come from word choice. The sound-good factor matters too.

Brand names should aim for euphony.

Basically, euphony happens when a sound pleases the ear and brain.

Google, for example, is a euphonic brand name, because the double o gives it a musical quality.

We’re getting in depth now and talking phonemes. Ready?

Copywriters – this is for you. We’re talking phonemes.

A phoneme is a small unit of sound.

The sound of the letter j in job is a phoneme.

The sound of the sh in ship is also a phoneme.

Taking English as an example, some phonemes sound more pleasant (softer, rounder, more harmonious) to our ears than others.

Certain phonetic patterns have generally positive connotations.

For example, L and R sounds flow easily and smoothly off the tongue. To see what I mean, try saying them to yourself.

Sounds that soothe (or not)

Hissing or buzzing consonants, known as fricatives, are less soothing.

When you say them, you’ll see that your mouth and vocal cords produce the sound differently.

Try f as in fan and z as in zip. Compare how they sound, in contrast to the smooth, flowing l as in love or r as in run.

It’s worth remembering that vowels sound softer than consonants too. As you say vowels, the air flows easily through your vocal chords and out your mouth.

Certain vowel sounds are more easily associated with positive emotions. For instance, the long o sound in a word like soothe is often perceived as comforting.

The ee sound in a word like sweet even forces you to ‘smile’ as you say it. Try it and see.

There’s an element of poetry in great copy. Copywriters and strategists with a deep understanding of how language works, and crucially how it makes us feel, can play with words to create names that not only sound good, but feel good too.

Syllable structure can also influence our emotional responses.

For example, brand names with two syllables and a stressed-unstressed syllable pattern (called a trochee) - like Starbucks - sound more accented, urgent and lively.

Unlike trochees, spondaic feet contain two stressed syllables. This is much more unusual in brand names, but gives the effect of forcefulness or intensity. Netflix and TicTac follow this format.

The Rhyme-as-Reason Effect in copywriting

The Rhyme-as-Reason Effect is another cognitive bias that’s useful for copywriters. It reveals that people are more likely to be persuaded by a phrase or statement if it’s presented as a rhyme.

Science suggests that this occurs because rhyme is more fluent and easier to process in the brain. That seems to lead to greater familiarity and credibility.

You can use straight-up rhyme in your name. Or try to create a pleasing sound from internal melody, by picking words that use alliteration or assonance.

Naming, copywriting & alliteration

Alliteration happens when the same consonant sound repeats in a phrase. This creates a feeling of rhythm and musicality through sound. For example, Ted Talks.

You can use an online thesaurus to find related words starting with the same letter. I like Onelook for this alliteration task.

Assonance for copywriters

Assonance happens when vowel sounds repeat in a phrase or name. For example, Dropbox (say it and see how your mouth forms the repeated o sound).

You could use an AI tool to generate words with assonance. Try a prompt like this on ChatGPT –

Suggest words with assonance to [your word] but which don’t rhyme with it. These words should have a [short o] sound (tailor your prompt by choosing which vowel sound you want to repeat).

Naming prompts for marketers using copy psychology

Not all of these thinking prompts will be appropriate for every one of your naming projects.

However, it’s always worth considering your shortlist against these prompts. Sometimes they’ll help you come up with a new and better option. Other times, you’ll be able to make tweaks to optimise the choices you already have.

Can you include a word or reference in your name that links to something familiar and trustworthy?
Have you considered converting any abstract words in your name into concrete words? Can you ‘picture’ your name easily?
Have you broken down the phonemes in your name choices, to assess how they sound? What bodily movements create the sound? For example, does your mouth move into a smile as you say it?
Is it more appropriate for your brand to use soft, smoothing phonemes or sharp, crisp ones?
Can you incorporate any kind or rhyme or musicality, such as alliteration or assonance?
Have you considered using specific naming shortcuts, like shortening a familiar word then adding an o? You can find more naming shortcuts here.
Does your name contain words with positive emotional associations? If not, can you include some?

Next steps

You might want to read my full guide to brand naming. It’s free (no sign-up needed) on my website.

If you need help with a naming project, please get in touch.