Wonsupona | Branding Agency, Naming & Strategic Storytelling | TIPS ON CREATING HAPPY NAMES
Wonsupona is a strategic brand storytelling consultancy that crafts brilliant messages, names and strategies that spark resonance and delight.
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TIPS ON CREATING HAPPY NAMES

Everyone loves a happy name. And what’s not to love? Happy names make us feel good, and when we feel good, we’re more likely to support the brand that made us feel that way. Yet there’s a science to naming happy brands.

Researchers at the University of Vermont and the University of Adelaide recently concluded an academic study analyzing the human-perceived positivity of over 10,000 of the most frequently used in English. Unsurprisingly, the happiest words are:

  1. Laughter
  2. Happiness
  3. Love
  4. Happy
  5. Laughed
  6. Laugh
  7. Laughing
  8. Excellent
  9. Laughs
  10. Joy

See the trend?

When you want to give a company a happy name, aim to make audiences laugh in some way. Don’t simply tag on a happy word. Brainstorm ideas and create new words to make them silently smile and feel good.

Skippy is a great example. The name is uplifting and charming. The success of it also comes from the fact it takes us back to our childhood. Nostalgia sells. Happy brand names tend to be evergreen and simplistic.

You can also consider using letters that force the audience to smile. Words that end with -ly or -ee force your cheeks to smile. Subconsciously, smiling positively impacts our mood (although, there’s been some debate about that lately.) It can’t hurt.

Ultimately, a great name authentically expresses your brand values and strategy. It’s not always the name, it’s the positive associations that we have with the product. McDonald’s isn’t a happy name, but many people associate it with happiness. If you’re giving a company a happy name, the brand design and messaging should demonstrate happiness as well. Tap into what makes your product or service special and how it benefits the end user, and stem your naming strategy from there, focusing on the qualities the audience will feel engaging with your product.

Happy naming!

Molly Davis
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