Written by verbal identity and branding specialists, Phil Ramsell and Simon Andrew, joint founders of Sticky Name Design and both native English copywriters & creative directors based in Germany

We all instinctively recognise a great brand or product name when we see one because it strikes the perfect chord and encapsulates the essence of something truly original. But some names can flatter to deceive. The fact is a lot of names that appear to have great sticking power at first sight end up being memorable for all the wrong reasons. So ensuring a name sticks in the right way is the real trick. Here are the key criteria we use to assess the stickiness of the names we design.

What makes a brand name sticky?

It’s unforgettable: it sticks in the mind like a first kiss.

It’s differentiating: it sets your brand apart from competitors.

It’s defining: it encapsulates your brand‘s essence.

It’s music to your ears: it strikes the perfect chord and rolls off the tongue, beautifully.

It’s evocative: it paints powerful pictures in the mind.

It’s emotive: it inspires people.

It’s conceptual: it reveals your brand’s core identity and points the way to visual interpretation.

Why some brand names come unstuck?

They’re memorable: but for all the wrong reasons.

They’re not unique: so neither is your brand.

They try too hard: by being too clever for their own good.

They’re unpronounceable: so nobody can say them, let alone remember them.

They use weird spelling: so they’re phoney, instead of phonetic.

They’re too esoteric: so they mean too little to too few.

So how sticky is your brand or product name?

More to the point: is it ready to resonate with your brand’s audience for the right – or the wrong reasons? Because if you’re in any doubt, that’s where we can help. To discuss the way forward for your particular naming challenge, simply get in touch.

Why some brand names stick and others come unstuck