Naming is perhaps the most interesting part of branding; especially so, for products that are new, unique and first-mover in a category. Naming that communicates a product’s Is-Does is optimal. It explains what a product Is and what it Does. The first light beer, Miller Lite, is a beer and does provide a lighter product profile.
Brand names with marks, called logos, are able to convey more than just a brand because a picture and/or type treatment offer additional information.
When a product or service is more complicated, as is often the case in technology or healthcare, the brand name and logo may not be able to convey a full Is-Does. So a tagline offers a fuller opportunity to complete the Is-Does. There are even some cases when all three don’t fully explain — so one completes the story with boiler plate. Boiler plate is found on PR releases and on web sites under the About tab.
Finally, the best brand names of all offer more than what a brand is and what it does, they offer a little bit of poetry. A smidgen of humanity and tone. A smile.
Brands are empty vessels into which we pour meaning. Start off with a name that conveys good information and meaning and the pour becomes a little easier. Peace!