Why the name matters
Brands make promises and consumers put their trust in brands. What can be considered the most important piece of brand development? Some experts say it’s the company name.
So, how do company founders choose a name? Typically, they can outsource for help or create their own using various techniques.
Because a name is the only part of the brand that can be seen and heard, a common approach is short and sweet names with a pleasing sound and rhythm like a favorite street or pet’s name. Another perspective is that choosing an unexpected name can make a greater impact and create more memorability.
Ingenovis Health used a twist on the word ingenious and combined it with two Latin words – “novis” (new) and “vis” (power). Decision makers were confident that correct pronunciation would increase with the popularity of their brand citing that no one knew how to pronounce Airbnb when it was first launched.
Kenji Health founder and CEO, Nora Hackman combined the corporate mission and values with four specifics for ChatGPT: the two-syllable name would embody empathy, have four to six letters and start with a high-value Scrabble letter. Kenji, meaning healthy child in Japanese, hit the mark.
Every founder has a unique story about the company name. Pazanga was chosen because in Lithuanian, it literally means “progress.”