Word has it

A good name helps realize the organisation's mission and strategy by having a close fit with the brand positioning. Also, a good verbal identity lays the focus on the brand's ambitions rather than the offering as it is today. It sets the direction, and provides room for expansion.
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A good name is able to build an emotional connection. This doesn't mean that it literally says 'happy' or 'we love you'. Rather, the tone and associations make it work as a carrier for the brand's story.
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At the center of a verbal identity has to be intellectual property. This is preferably a legally owned word mark. The tone and message should also be proprietary to a degree. They should help the brand take a distinctive and recognisable place in everyone's mind.
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For an organisation, the move to a new verbal identity can feel challenging. Sometimes it is difficult to say goodbye to an existing name. Stakeholders can be passionate about opposing views. Therefore, a verbal identity should clearly be based on shared inspirations.

To optimise brand strength, linguistic consistency is important. Use verbal brand elements in consistent ways, such as main brands, hero brands, features and descriptions. Also, the relationships between entities of your brand portfolio should be communicated clearly and consistently. The implementation of naming in web stores and on packaging should be simple to understand for content creators and audiences alike.