“Wow is that like branding a cow?” or “You must be really creative to do that!” … That’s what people say when I tell them what I do for a living.
My name is Kelly, and I am a “brand namer,” a Senior Associate of Verbal Branding to be exact. “You guys must sit around in beanbag chairs and come up with names all day” or “That must be such a cool, easy job” are among other statements that I hear often. While we do sometimes brainstorm in beanbag chairs, and it is a cool job to talk about with others, naming doesn’t always come so easy, and although I like to think I possess a spark of creativity, it’s not as simple as thinking of a clever name, writing it down, and it magically appearing on a package. It’s actually much more than that…
Depending on the type of project, there are all types of trademark, legal and industry hurdles to overcome. And just when you think you’ve created a name that is earth shatteringly creative, you find that someone else has already beaten you to the punch. That’s generally the case with consumer products. With pharmaceutical names however, all things have to be taken into account such as: structural and phonetic similarity, scriptability, linguistic translation, and FDA evaluation just to name a few.
Regardless of the challenges, there are many great things about being a brand namer. Sure it’s a creative outlet that allows you to be inspiring and clever, but it’s also being able to learn the ins and outs of many different industries that make it so unique. How many jobs provide you the opportunity to learn about the newest soft drink, a karaoke game, a stylish SUV, or a life changing oncology treatment long before they ever hit the market!? But the most rewarding feeling is that sense of pride and satisfaction when you walk down the isle of the grocery store and see a product that you had a hand in naming.
By: Kelly Wilson
