Naming: What brand names should do in 2020

In short:

• The letter X is popular in technically oriented brand names because it stands for networking.
• Good sound and ease of pronunciation are becoming more important in the face of increasing verbal interaction.
• Sustainably positioned brand names often highlight values and goals or have an appeal character.
• Brand names should be as short, simple and generally understandable as possible - but this is at the expense of differentiation in the market.

More and more technology brands are offering solutions based on artificial intelligence (AI) and machine learning (ML). These products and services will increase labor productivity in the future and thus also economic growth in industrialized countries. The spirit of optimism is currently expressed in futuristic-sounding brand names. One clear trend is the above-average use of the letter X as a symbol for networking.

However, this frequently encountered naming strategy leads to a dead end - it does not allow long-term differentiation. In addition to differentiation in the competitive environment, another challenge is to find brand names that sound good and are easy to pronounce. After all, many products today also interact verbally with their users. In most cases, names have to be designed for worldwide use - a real Herculean task in terms of language and trademark law.

Sustainability, minimalism and simplification

The triumph of green consumption continues. More and more new brands are committing themselves to fair production conditions and a mindful approach to natural resources. And consumers are willing to spend more on environmentally friendly products. The corresponding brand names also focus on sustainability: they convey values and goals or have an appeal character, such as Innocent, Share, Honest, Wiederbelebt or Stop the water while using me.

The new minimalism is currently visually reflected in reduced logos, as these can be better used digitally. Therefore, the trend is away from superfluous representations such as lines, squiggles, decorative elements and three-dimensional depth.

The same applies to brand names. They are increasingly being reduced to the essentials and should be as short, simple and easy to understand as possible. The disadvantage: simplification amounts to a standardization of brands and thus also to poorer perception. It can therefore be assumed that the minimalism trend in naming will not prevail.

Last but not least, nostalgia branding is currently arousing pleasant feelings in many people - it is the countertrend to the virtual, fast-paced and supposedly uncertain world. In naming, the brand trend is reflected in the increasing use of the German language, which native speakers associate with childhood and a sense of security.

Conclusion

Simple, easy-to-understand brand names for a complicated world - this desire is understandable, but usually impossible to implement in practice. Today, new names have to compete with several million already registered trademarks for the favor of consumers. At the same time, there are still only 26 letters available, which are already protected in all conceivable combinations in the most important classes of goods. That's why the future belongs to unique, distinctive brands that set trends instead of following them.