article

Department of Multimedia

18 de abril de 2019

“The Power of Storytelling in the Naming Process”

Choosing the name is one of the most important steps in branding. As in our lives, the name is the origin of everything and carries the brand story. Stop, and look around: you will see that everything has a name telling its story. Here's the importance of storytelling in the naming process — A name is forever!

A Story should Represent the Consumer and the Business

Every story must be unique, as well as a brand name must be original, respecting the trademark laws. This does not mean that the story name cannot have references - indeed, it must do - once consumers want to be represented in this narrative. It is important that the brand name be understood in different languages and cultures.

The brand name needs to be aligned with the company's mission, vision and values. It is almost a symbiosis, in which the name personifies the idea of the business. For this, it is recommended to carry out a brand research. All these references strengthen the customer's sense of belonging to the brand.

Assign Personas to the Brand Story

More than characters, personas gather values, habits and aspirations of customers, attributing trust and friendliness. Storytelling creativity should: (a) value positive associations, making a name easy to be told and disseminated; (b) avoid associations of negative connotation, such as biased content.

The ingenuity of storytelling generates empathy by turning the brand into someone just like any of us. By penetrating these personal universes, storytelling helps the company to design solutions for individuals who wish to have experiences rather than possessions.

Friendly to Customers, Friendly to Google

A brand name should talk - at the same time - to the target audience and the search engines. Focusing on the quality of User Experience, ensuring easy identification, assimilation and memorization. Using consumer language, it is necessary to avoid special characters, long terms and double meaning expressions. Concomitantly, the best techniques of SEO (Search Engine Optimization) should be applied, so that when searched on Google, the brand name appears in the top positions.

Expert in the field, Soraia Ferreira says "Storytelling is a core skill of management". At Starlight Software, we believe that nothing happens without planning, assertive actions and continuous improvement. Our multimedia consultants adopted the following method: Think, Create and Refine. This is our drive to go further in search of new opportunities.

Starlight Software

By Thiago Campos

Department of Multimedia

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