Chapter One: Naming The Brand

By

Vitor Cortes

Mar 24, 2024

Behind The Brand: The Name

Hello, friends!

This Sunday afternoon, I would like to start our conversation with the following question: what does hope mean to you? As I reflected on the next topic to be addressed in our magazine, I remembered people's reaction when they heard the name of our brand, Hope Rising® – a very positive reaction, by the way. One of the fundamental elements of branding, and one of the great initial challenges faced by many in creating a brand, is often linked to the choice of name and logo (today the focus will be on the name, but I intend to address the logo concept in another article). Part of the challenge in choosing a name lies in the difficulty of finding one that is impactful enough to attract people and that refers to the type of service offered by the company, without losing sight of the principles and values that define the brand. In my view and experience, there is no single rule for choosing a brand name, and it is precisely this uniqueness that beautifies the process. Naming a brand is a crucial step in establishing its identity and positioning in the market. Some companies opt for names that directly reflect their products or services, while others choose more abstract names, aiming to evoke certain feelings or values (as is our case). To illustrate this point, I have selected some examples of both approaches:

Brands with Names Not Directly Related to Their Industry:

1.  Apple – The technology giant, known for its innovative electronics like the iPhone, iPad, and Mac computers (by the way, I'm writing this article on a MacBook Air – thank you, Apple!). The name "Apple" does not directly suggest technology or electronics, but it has become memorable and synonymous with innovation and quality. Walter Isaacson, author of Steve Jobs' biography, mentions that Jobs chose this name simply because he liked apples.

2. Nike - A world leader in footwear, apparel, and sports equipment (and yes, I don't need to explain who Nike is; the association with Michael Jordan says it all). The name comes from the Greek goddess of victory, Nike, aligning the brand with athletic excellence and triumph, without directly describing its products.

3. Amazon - Started as an online bookstore and expanded into an e-commerce giant that sells practically everything. The name "Amazon" was chosen to suggest magnitude (referring to the largest river in the world), not the vast selection of products it offers.

4. Tesla - Honouring Nikola Tesla, inventor and electrical engineer, the brand is now synonymous with electric vehicles and solutions for renewable energy. The name refers to innovation and pays homage to a pioneer of electricity, rather than directly describing its automotive and energy products.

5. Spotify - A music streaming service that offers millions of tracks. The name "Spotify" is a combination of "spot" and "identify", which does not directly describe the music streaming service, but is catchy and has become a leader in the digital segment.

Brands with Names Related to Their Products or Services:

1. General Motors - A multinational corporation that designs, manufactures, markets, and distributes vehicles and vehicle parts. The name "General Motors" is direct and indicates its broad involvement with the automotive industry.

2. Home Depot - The largest home improvement retail chain in the US, offering tools, construction products, appliances, and services. The name "Home Depot" clearly reflects its focus on supplies and solutions for home improvements.

3. Netflix - Started as a DVD rental service and became a streaming giant. The name "Netflix" combines "net" (internet) and "flix" (short for films), directly indicating its online movie and TV show streaming service.

In the case of Hope Rising®, we are part of the group of brands with names not directly linked to our industry, but that evoke a value and personal meaning.

For us at Hope Rising®, the name is more than a label; it's a reflection of our values. When someone hears "Hope Rising", it's not just a sound that enters the ears, but an idea that touches the heart. We don't talk about products or services directly, but rather what we believe in, what we want to inspire in people: hope. This word may seem simple, but it carries a huge weight. It's in the moments when you look to the future and see a path full of possibilities. Hope is having faith that tomorrow can be better than today.

Choosing a name like this is to announce to the world that it's worth having faith, believing, and not being shaken by life's problems. After all, even though challenges are always present, we know they will pass, and things will indeed improve. It's a message to encourage everyone to continue seeking and fighting for their dreams, even when things become difficult. When choosing a name, it should reflect your heart and the message you want to convey to the world, something that resonates with your community.

So, I ask again, what does hope mean to you? In the second part of this article, I will reveal what hope means in my life. And here's a spoiler: hope has a name.




Hope is having faith that tomorrow can be better than today.

Hope is having faith that tomorrow can be better than today.

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