Your product or company name is an essential component of your branding armoury and should be afforded sufficient time and investment as part of your branding process. The right brand name will help provide clear identification and distinction for your offer, will help to define your unique reputation and will be an invaluable brand asset.
When developing names we follow a process that combines creativity with rigour to ensure the name meets strategic and practical criteria.
We went through this naming process ourselves when deciding on a name for our business. Before combining forces, Sarah had a UK company called Footprint Brand Solutions and Paul freelanced under the name Bart’s Graphics. Neither of these were appropriate for our new venture.
Most importantly the name needed to be distinct, memorable and have a story behind it. It didn’t need to be translated into Vietnamese, or even understood, but it still had to be a name that Vietnamese clients could connect with in some way.
A few brainstorms later – some over bia hoi – and the name Crunchy Frog came to the surface. This was a result of Paul’s love of UK comedy TV series Monty Python and in particular a sketch entitled ‘Trade Description Act”. You can view the video on YouTube but a succinct and accurate overview is provided by Wikipedia:
Mr. Milton, the owner of the Whizzo Chocolate Company (Terry Jones) is approached by two members of the Hygiene Squad, Inspector Praline (John Cleese) and Superintendent Parrot (Graham Chapman). The officers confront him about the odd flavours that are used in the Whizzo Quality Assortment, and cite inadequate descriptions of his products as a violation of the Trade Descriptions Act. They ask him to explain the confection labelled “Crunchy Frog”. Milton describes it as an entire frog that has been coated with chocolate, using only the finest baby frogs, “dew-picked and flown from Iraq, cleansed in finest-quality spring water, lightly killed, and then sealed in a succulent Swiss quintuple smooth treble cream milk chocolate envelope, and lovingly frosted with glucose.” The bones are left in deliberately: “If we took the bones out, it wouldn’t be crunchy, would it?”
Why was this appropriate for our company? Well, it’s certainly standout and memorable – it works really well for us in that respect – and it has a story. This story is not just the Monty Python sketch but also a connection to our work: we believe it’s essential to have a brand strategy in place (the bones) before starting design work (the chocolate coating). Hence our original strapline “Creative brand solutions…bones an’ all.”
Do contact us if you need help with your company or product naming.