Why the Sound of a Brand Name Matters

Annie Sneed of Fast Company talks sounds and branding.

“Brand names reveal a lot more than you think, as the fascinating science of ‘sound symbolism’ suggests.”

Which ice cream has fewer calories: Frish or Frosh? Which city is geographically closer: Fleen or Floon? The majority of people would think that Frish would have fewer calories than Frosh, and that Floon was farther away than Fleen. Did you think the same? These words are fictional, but the sounds that they make cause our minds to apply certain meanings to them.

Language studies have shown that humans make cognitive connections with sounds and meanings. There are a lot of components that make up brand voice, but is your name aligned with what you do? Or more importantly, with what people may think you do? Different sounds in words create different connections than you may intend your brand to say. Read on (especially if you’re in the market for a new name!) to see what your sounds may actually mean to clients at first glance. Definitely something to consider when you’re branding, rebranding or naming your next company.