Your brand name and logo should represent your brand identity. It should be memorable, unique, and easily recognizable. While the name and logo you choose isn’t the only aspect of your brand that matters to consumers—ultimately your product and experience will prove critical to your success—developing a memorable brand tag is an anchor to who you are and how you will be known in the market.

Example: Nike is a sports brand whose brand identity is reflected through its iconic swoosh logo, representing movement and speed. The brand's messaging is focused on inspiring athletes to push their limits and achieve their goals, which perfectly resonates with the "tick mark" of the logo, symbolizing positivity and success. At the same time, it is memorable and easy to recognize.

The brand name and logo should resonate with the target audience's tastes, preferences, and lifestyle. They should be designed with the target audience in mind.

Example: GoPro is a camera brand that is known for its rugged and versatile cameras that can be used in extreme situations. The brand name "GoPro" itself reflects the adventurous spirit of its target audience, which is people who want to capture their experiences while engaging in high-intensity activities. The tagline “Be a HERO” encourages courageousness to take risks and try new things, which is a key characteristic of the brand's target audience.

Your brand name and logo should be simple, easy to remember and easy to pronounce and spell. It should be versatile and work across different mediums i.e., it should look good on your website, social media profiles, product packaging, and other marketing materials. If you are planning to expand into more product categories later, also make sure your brand name does not specify a narrow scope. For example, avoid naming your brand “So-and-so’s Pet Food” when you plan to be a one-stop-shop pet product retailer down the road.‍

Example: Amazon is a conglomerate that offers a diverse range of B2B and B2C products and services. The name "Amazon" is simple and easy to remember. It is associated with the world's largest river and rainforest, which suggests the vastness of the brand's product offerings. The logo features an arrow pointing from "A" to "Z," implying that Amazon offers everything from A to Z. As a D2C e-commerce brand, Amazon's logo also features a smiley arrow that represents the brand's commitment to customer satisfaction. Overall, Amazon's logo is both simple, reflective of brand value and is versatile enough to work across different product / service categories.

Choose colors and typography that reflect your brand's personality and values. These colors and typography are a part of your overarching brand identity and should appear consistent across all marketing materials.

Example: The Red Bull logo features a bold and striking color scheme of red, blue, and silver, which exudes energetic and youthful personality. The main color red symbolizes energy, power, and excitement, which is a perfect fit for the brand's product functionality. Meanwhile, blue suggests trustworthiness and reliability while silver color suggests innovation, technology, and modernity.

As a reminder - as you evaluate options for your brand name and logo, make sure that you are completing the necessary legal and trademark screens to avoid conflicts with existing brands.

Once your brand and logo are chosen, they will likely stay with you throughout your journey. While rebranding is possible, it can be an arduous process. Therefore, it is essential to invest some careful thought and consideration into your brand name and logo to ensure that they accurately reflect your brand's personality and values. These elements are critical to ensuring you can build and maintain a long-lasting brand identity.