- The ambiguous brand name leads to misunderstanding and misinterpretation.
- Ambiguity also leads to SEO issues and can increase marketing costs.
Brands keep ambiguous names that sound good or are trendy, but then they fail to market their brand in the marketplace, let’s discuss why. Ambiguous brand names often lack clarity about what you offer or might have multiple interpretations. Even if the name seems aesthetically pleasing, it proves to be a major hurdle later on.
When deciding on a brand name, decision-makers must clearly define the brand’s core, mission, and values and provide clear answers about the brand’s purpose and values that drive decisions. They must also focus on who they are trying to reach and understand their needs, wants, and preferences, which later helps tailor the marketing strategy.
Brand positioning is crucial, and there must be clear guidelines on how you want to be perceived compared to competitors. Strategic brand positioning can portray it as a reliable choice, the innovative leader, the budget-friendly options, etc. Furthermore, there must be a clear focus on ways to mitigate ambiguity.
The Issues with Ambiguous Names
An ambiguous brand name can have multiple interpretations and is believed to be a thorn in the side of any business.
- Getting Lost in the Memory Maze
Brand names must be memorable, as this is essential for success. Studies have highlighted the crucial link between brand memorability and success. A 2017 study by Landwehr et al. found that brands with higher memorability have a significant advantage in brand awareness and purchase intention.
Ambiguous names, on the other hand, get lost in the memory maze. For instance, imagine trying a brand named “Enigma” after a brief encounter. The very definition of the word suggests something puzzling and difficult to understand. This ambiguity could potentially challenge potential customers to remember the brand name and differentiate it from competitors.
- This leads to Search Engine Optimization Standstill
Ranking high on search engines is the ultimate goal for any brand or business. They primarily rely on keywords to understand and rank websites. If the brand name is ambiguous or uses uncommon words, it’s a significant obstacle in proper Search Engine Optimization (SEO). Plus, potential customers looking for your brand online might need help finding you.
For example, a brand named “Muse” could refer to a source of inspiration for artists, a competitive slate, or even a specific type of historical poem. Even if all these interpretations seem interesting, they do not exactly help customers in searching for a clothing store named “Muse.” This ambiguity of name offers no clear search term for potential customers.
- Confusion and Misinterpretation
The word ambiguity directly links to confusion, misunderstanding, and misinterpretation. An ambiguous brand name breeds doubt, which erodes trust. Plus, an ambiguous name leads to misunderstanding about what the brand offers and the value it provides.
A 2020 survey by Clutch found that 33% of customers wouldn’t trust a brand with confusing names. For example: “Echo” is a high-tech sound system company, a nature resort promising tranquility, or a voice assistance service. Without a proper explanation from the owners, a potential customer would be confused, making it challenging to build trust and establish a loyal customer base.
- Increases Marketing Costs
As mentioned, ambiguous brand names require constant explanation and education for customers to understand the brand’s value proposition first, and then they can show what you offer. This tedious process leads to additional marketing efforts and budget allocations to circumvent the initial confusion caused by the name.
For example, imagine a brand named “Paradox”, meaning something contradictory or puzzling. Customers cannot find out what it offers just from the name. Marketing for such a brand would require constant clarification about its products or services and related aspects. This ongoing explanation adds to marketing expenses, which would not be needed for a more straightforward brand name.
- Examples of Ambiguity in Action
A financial media company might name itself “Motely,” which is a mix of information that suggests that it needs to be taken seriously. Plus, the ambiguity doesn’t clarify the financial advice they offer. Another name is “Equinox”, which refers to the time of the day, a fitness center chain, a concept in astronomy, etc. It would require additional context to understand its true meaning.
Some ambiguous names, like Nike, originally called Greek victory goddess with no apparent connection to athletic wear, achieved massive success through strategic marketing efforts. However, this could be a riskier path for new businesses. Hence, decision-makers must work on having a clear and descriptive brand name.
How to Solve the Brand Name Ambiguity Puzzle?
The challenges of an ambiguous brand name are discussed above; let’s work on how brands can solve this puzzle.
- Embrace the Transparency and Education
A 2003 study by Keller suggests that brand clarity is defined as the ease of understanding what a brand stands for, which could be a key driver of brand equity. Another study by the Content Marketing Institute in 2023 showed that content marketing, including blog posts, infographics, and videos, could be highly effective in educating customers.
For example, a financial media company called “The Motley Fool” uses clear and concise language in its content to explain investment philosophy, but its name remains ambiguous. In comparison, the name “Gladiator” or “Muscle Man” clearly and transparently indicates a gym or a fitness center.
- You can also Leverage the Power of Meaningful Slogans
A 2010 van Meerloo et al. study found that solid brand slogans can enhance brand recall and recognition value. Another study by Nielsen 2022 suggests that 68% of consumers are willing to pay more for brands that reflect their values. Including a small yet meaningful and impactful slogan can be beneficial in the long run.
For example, Dove’s Real Beauty campaign focuses on real beauty, which comes in all shapes, sizes, and colors. It was a resounding success and separated the brand from competitors who relied on airbrushed, seemingly perfect-looking models setting unattainable standards.
- Incorporate Visual Storytelling Through Designs
Studies by Social Media Today in 2023 showed that the brain processes visual content 60,000 times faster than text. Another survey by Lucidpress conducted in 2022 found that incorporating brand consistency across all marketing channels and touchpoints can increase brand recognition by up to 80%.
For example, Apple, the consumer electronic giant, is known for its minimalistic design and clean vision in all its marketing materials. This approach reinforces its brand image of innovation and simplicity and allows it to circumvent any potential confusion about the fruit itself.
Can Rebranding be the Solution to this Puzzle?
An ambiguous brand name is like a confusing puzzle that leads to potential customers scratching their heads to solve it. You’ve already invested resources in setting up the brand, but the ambiguity of its name is hampering the success. Rebranding can be a viable solution as compared to starting from scratch.
Rebranding allows you to choose a clear and descriptive brand name, circumventing ambiguity. It can significantly improve brand awareness, as Keller did in a 2003 study. The new name, rich in relevant keywords, can considerably enhance SEO rankings per the 2023 SEMrush report.
Furthermore, rebranding with a clear message can foster trust among existing and potential customers, as shown by a Nielsen study in 2022. Note that when the brand name clearly reflects your values and offerings, customers are more likely to believe in the brand.
For example, KFC, which was initially called Kentucky Fried Chicken. They rebranded themselves by shortening their name to KFC, which is shorter and memorable yet capable of emphasizing on their core product, the fried chicken. Eventually, the brand witnessed resounding success worldwide and became one of the most memorable brands.
Rebranding Might Not Work Always
The decision to rebrand comes with a significant investment in time and resources. Marketers need to develop a new name, logo, and marketing materials, which further calls for careful planning and execution. Plus, existing customers might be initially confused by the change, and the brand would need to have clear communication and a well-executed brand rollout to minimize disruption.
Moreover, if the brand reputation is already tarnished, a name change or rebranding efforts might not be enough. To gain a complete advantage, brands must work on addressing the underlying issues and building lost trust through consistent quality. Eventually, the rebranding strategy might solve the ambiguity puzzle and be incorporated strategically.
In conclusion, brands must avoid having an ambiguous name just for the sake of aesthetics or trend. We’ve already discussed the implications of ambiguity and how it hinders brand recognition, awareness, engagement, and revenue. If you already have an ambiguous name, rebranding can be a solution, but it requires careful execution methodology.