Como criar um nome para uma marca de bebidas?

Here at Landfor, we create names for companies, so it's only fair that we share some thoughts on the subject in case you're thinking about creating a new beverage brand but don't have a cool idea. Remember that everything we say here applies to both alcoholic and non-alcoholic beverages.

How do you create a name for a beverage?

Does the beverage you're trying to create already exist or is it your own creation? This is usually the first determining factor in making decisions such as whether or not to use sounds that remind you of what the beverage contains, for example. What feelings does it evoke? Who is it aimed at? When will it be consumed? All of these questions will build our creative scenario.

How do I know if the name I'm thinking of for my beverage is appropriate?

Sprite, Skol, Kaiser, Fanta, Kuat, Cini, Red Bull - what do these super famous brands have in common?

Short name with two or three syllables

Contrasting sounds

A lot of concept is conveyed through a few syllables, in other words, the name becomes a sponge that absorbs the company's marketing. Example: Doesn't Sprite remind you of lemon? The name, however, conveys something much more related to the sound of opening a bottle of carbonated beverage and brings association with a refreshing moment. Syllables can be related to a more "sharp, "pointy" pronunciation that we interpret as something citrusy. Anyway, in this world everything is VERY subjective.

Imposing a pronunciation from another country requires that the sound be at least familiar to that population and that it "fits well" in the complete context of the work. It is due to a heavy investment in the brand that we do not say "sprite" but rather "spraite". There are even some variants in Brazil: "ixxxxpraite", "espraite" and so on.

But now you are asking yourself: yes Douglas, but what about Coca-Cola? It is a long name and it is very successful! How do you explain that?

In addition to the whole peculiar story of how Coca-Cola came about as an innovation in flavor, the repetitive sound helped to spread the idea. It is a very easy name to remember and pleasant to say. The brain likes repetition and "cute" names for food products are well accepted by the public.

Tips to avoid filing a trademark registration in the INPI and just lose money

There is no point in putting two "Ts", there is no point in changing just one letter in the name of that famous brand. In BRAZIL INPI takes into account THE SOUND, the PRONUNCIATION of the word. It cannot be a pejorative name, and there is no point in changing Z for S, C or Ç if in the context of the work the sound may be the same. By the way, this reminds me of a great topic:

What not to do in a brand name?

1. Avoid names that are pronounced in English if the target audience does not have contact with the language.

2. Avoid names that require explaining how to spell with silent letters, for example.

3. Unfortunately, the "Ç" still makes life difficult for those who need to know how to write a name, especially if it is a website. Be careful because when it becomes a "C" it can be accompanied by a "U" and form a word that no one wants for a company name (HAHA).

4. Letters that can cause confusion depending on the context: M, N before P and B (especially if they do not follow the Portuguese rules); X, S, Z, Y, K and W.

5. Cacophony: always analyze the application of the name in context and see if it does not form an unwanted name.

Did you like the tips but don't know where to start?

We know it's very abstract! Our naming processes can take 20 to 30 days and involve a lot of research and brainstorming. We have creative methods that lead us to unusual results and increase the chances of registration success. Interested?

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