Your apartment brand name is one of the most important decisions you’ll make. The brand name is featured in your logo, on every piece of marketing material, and will be used in everyday conversion by your residents, staff, and prospects—so it’s important to put a lot of thought and consideration into the naming process.
But choosing the perfect name can be easier said than done. Use these tips and tricks to help narrow in on the name that best represents your brand.
Keep it Short and Sweet
Some of the most iconic brands like Nike, Disney, Target, and Netflix all have one thing in common: short, easy-to-pronounce names. Brand names with eight characters or fewer and one or two syllables tend to be the most memorable. As a result, shorter names help you increase brand awareness and recognition in the long run. Whether you opt for a newly created word or leverage existing vocabulary, make sure the name is easily understandable and easily recognizable.
Make it Memorable
Standing out in a competitive housing market is vital to success for your community, and choosing a memorable brand name will help you separate yourself from the start. Using variations or twists on industry terms or common phrases can be a good place to start brainstorming to help you arrive at a name that is both unique and unforgettable.
While you want something original, don’t stray too far from the familiar. Changing spellings of common words, choosing hard-to-pronounce words or phrases, or choosing something that’s too niche can all lead to confusion among your audience. Avoiding these common pitfalls can help you settle on a name that will grow with your brand in the long run.
Use it to Tell a Story
Even if you opt for a fabricated word, your brand name should be more than just a word—it should also have a deeper meaning. Whether it’s a word that ties to your founding story or something related to your brand mission, having a name grounded in your positioning helps create cohesive community branding from the start.
You can also choose a name that evokes a feeling or emotion that you want to be associated with your brand, creating a stronger connection with your target audience. Try first identifying a brand trait or value that you want to emphasize, and use those words or phrases as a starting point to develop a brand name that’s grounded in a meaningful way.
Represent Your Community
Above all, your apartment brand name needs to authentically represent who you are as a community. Think about your community’s unique characteristics, your brand values, or important differentiators that you want to highlight. These factors are all unique to your brand, making them the ideal foundation for your community’s name. If your brand is modern and sleek, traditional and familiar, or cutting-edge and high-tech, your name should embody those traits and give your audience an immediate sense of who you are. That way, they’ll know what to expect from the start.
Keep Your Audience in Mind
While your brand name needs to represent your community, it also needs to resonate with your target audience. If you’re trying to attract Gen Z students, choosing a traditional and formal brand name may not be the best option. On the other hand, if you’re trying to target empty nesters or active seniors, a trendy, modern name may not hit the mark. Keep your prospects in mind and put yourself in their shoes—if you heard this name and had their values and priorities, would it be something you’d gravitate towards? Once you have your final list of potential names, consider conducting a few focus groups to help figure out which is the best option.
If you need help narrowing in on a name, expert marketing advice might be just what you need. At zipcode creative, our team has experience developing all aspects of apartment community branding, from naming to visual identity to website creation. We’ll partner closely with you not only to understand your brand, but identify the perfect name to embody your values, style, and audience. Get in touch today to get started.