The Power of Familiarity: How 8 Letters Can Make or Break a Brand
A brand’s name is its identity. It represents who it is, what it does and what it stands for. But what makes a brand name really stick in our minds? Is it sheer marketing muscle, or is there something inherent in the name itself that makes it successful? As it turns out, there’s a lot more to a brand name than meets the eye. In many cases, it’s a matter of familiarity.
The Science behind the Power of Familiarity
The human brain is wired to respond positively to familiar stimuli, whether it’s people, sounds, or even words. In essence, familiarity breeds comfort, and in the world of branding, this can translate into a powerful competitive advantage. In fact, according to a study by the European Journal of Marketing, familiar brand names are more likely to be perceived as trustworthy, reliable and of better quality than lesser-known ones.
It all comes down to the way our brains process information. When we encounter something new, our brains go into overdrive, analyzing and interpreting the information at a rapid pace. But when we encounter something familiar, our brains take a shortcut, relying on automated processes that require less mental effort. This is why well-known brand names can stick with us for years, even decades.
The 8-Letter Sweet Spot
When it comes to brand names, there’s an interesting phenomenon that occurs when they hit the eight-letter mark. According to a study by the Journal of Marketing, eight-letter brand names are more memorable and easier to pronounce than those with more or fewer letters. This “Goldilocks” effect taps into our brains’ natural affinity for words that are easy to process, and brands that fall into this sweet spot can reap the benefits of increased familiarity and memorability.
Consider brands like Coca-Cola, Starbucks, and Toyota – all of which have eight-letter names that are easy to say, spell, and remember. These names have become synonymous with their respective products, and it’s hard to imagine them ever changing.
The Risks of Changing a Familiar Brand Name
While familiar brand names can be extremely effective, they can also become a double-edged sword. When a company changes its name, it risks losing the familiarity and identity it has established with its customers. This can be particularly risky for larger companies, as changing a well-known name can lead to confusion, identity crisis and customer alienation.
This was the case when Weight Watchers changed its name to WW in 2018. The company sought to rebrand itself as a broader wellness company, but many of its loyal customers were confused by the move, which seemed to distance the brand from its original focus on weight loss.
Examples of Brands that have Benefited from Familiarity
There are countless examples of brands that have harnessed the power of familiarity to their advantage. One notable example is Apple, which has consistently used the “i” prefix in its product names to establish a cohesive and familiar brand identity. This has enabled the company to create a sense of consistency, innovation and quality across different product lines, from the iPod to the iPhone.
Another example is McDonald’s, which has built a global brand by creating a consistent, recognizable image and voice across all of its marketing channels. By using familiar slogans like “I’m lovin’ it” and a consistent logo and color scheme, McDonald’s has been able to establish a brand identity that is instantly recognizable to consumers around the world.
Conclusion
In today’s fast-paced, constantly evolving world, building and maintaining a familiar, recognizable brand is more important than ever. By tapping into the power of familiarity, brands can establish trust, create loyalty, and ultimately, outpace their competition. Whether it’s through an eight-letter name, a consistent visual identity or a recognizable voice, the key is to find a way to stick in consumers’ minds and stay there for the long haul.
