What does your brand name really mean for your business?

What is a brand name - and why is it important for your B2B business?

The brand name: More than just a name

It's easy to underestimate the importance of a brand name - especially if you work in a technical B2B company where it's about product features and not decoration. But stop for a second. Because a solid, well thought-out brand name can be the difference between you and your competitors when your customers have to choose between you and the competition. A brand name is not just a label. It's a narrative. It's the first impression your business leaves. It's the link between your customers and the value you create. So ask yourself: Is your brand name just practical - or strategic?

What exactly is a brand name?

A brand name is the textual identity that represents your company, product or service. It's the name your customers remember, search for and refer to. But it covers more than just the sound or letter combination. A strong brand name:

• Creates recognizability
• Signals credibility and expertise
• Make it easy to differentiate yourself from the competition
• Supports your core values and position in the market

For companies that sell B2B and typically work with high-tech solutions, systems or processes, it's crucial to have a name that both communicates professionalism and is easy to remember.

Why is the brand name important in the B2B segment?

You probably already know this: The B2B sales process is long, complex and often characterized by many decision makers. That's why there's no room for confusion about who you are. A well thought-out brand name:

• Make your business easier to find online
• Builds trust even before the first email is sent
• Supports and reinforces your brand over time

But you might be thinking - we don't sell emotional products, we sell solutions, software, machines or consulting. Why does a name matter? Because decision makers are people too. And people associate emotions and experiences with names. A strong name communicates not just what you do - but how you do it and what to expect.

Examples of strong international brand names

There are plenty of successful B2B companies that have put effort into their name. Consider:

• Intel: Short for Integrated Electronics, but sounds technical, accurate and trustworthy.
• Siemens: A surname-based brand identity that signals German quality and tradition.
• Cisco: An abbreviation of "San Francisco" - which in itself places the brand in an innovative context.

All three names are short, easy to remember and have a strategic meaning embedded in them.

5 characteristics of a strong brand name

When developing or re-evaluating your brand name, you might want to ask yourself the following questions:

1. Is it memorable?

A good name should be memorable. That doesn't necessarily mean it has to be creative or imaginative - but that it's clear and not confused with others.

2. Is it easy to pronounce and spell?

Complicated or unconventional spellings can cause unnecessary confusion. If a potential customer hears your name mentioned in a conversation, they should be able to easily Google it correctly afterwards.

3. Is it relevant to your industry?

It is often a strength if the name indirectly says something about what the company does. But it's not a requirement. For some companies, imaginative or abstract names make sense as long as they are backed up by strong branding.

4. Is it flexible?

Consider whether the name will still be relevant if the company grows, expands or gets new products. A name that is too narrow can become a hindrance in the long run.

5. Are the domain and rights available?

Last but not least, a good name isn't worth much if you can't domain or trademark it.

Should you consider changing your brand name?

For established businesses, changing your name can seem overwhelming. But it can be the right move if:

• Name no longer reflects your products or services
• Your customers often mispronounce or misspell the name
• You're entering new markets where the name doesn't make sense
• The name is similar to - or confused with - your competitors

Remember: A new name doesn't have to tear down all branding. It can be a strategic update that signals growth, maturity and sharper positioning.

How do we work with brand development?

We don't do branding for branding's sake. We build digital identities that are rooted in data and business goals. When we help technical B2B companies develop or adjust their brand name, we start with the following process:

1. Business analysis: We understand your services, your target audience and your market.
2. Positioning: Together we define what you stand for - and how you differentiate yourself.
3. Name development: We develop name suggestions, test them on users, and ensure domain and trademark availability.
4. Visual and digital implementation: The new name must live in every touchpoint - from website to email signature.

Is your brand name ready for the future?

Ultimately, this isn't just about the name on your business card - it's about your entire digital identity. Can your brand name stand the test of time? Is it something your customers actively remember, search and recommend? Or has it become a technical leftover from when you started out? The right brand name can:

• Creating synergy between marketing and sales
• Increase your visibility in search engines
• Strengthen your position in the market

So maybe it's time to have a strategic conversation about your name. Would you like to spar about it? Get in touch and let's look at how your brand name can become a strategic advantage - not just a practical necessity.