Sound symbolism and naming

For example, the phonemes, or language sounds, like /m/ are associated with roundness evoking ideas of softness, comfort, and care, whereas phonemes like /k/ are more fricative and associated with spikiness evoking ideas of crispness, bite, boldness. So, why could this concept be useful to brand naming?

In a world where thousands of brands exist, and where more and more are appearing on the market each year, it has never been more difficult, or crucial, to stand out. By incorporating sounds that we automatically associate with favourable qualities into a brand name, we can positively shape its perception!

The most obvious use of sound symbolism is in the food and drink industry. Next time you nip to the shops for a sweet treat, take a close look at the product names of your favourite chocolate and sweet brands.

You will more than likely find some Chupa-Chups, Pop-Rocks, Tic-Tacs, Kit-Kats, and Coca-Cola. All these names have a phonetic structure with repeated sounds, even the French word for sweets, bonbons, shares this pattern! But why is it so effective? Studies have shown that when consumers are audibly exposed to brand names like these, they experience a positive reaction which in turn positively influences their spending choices. This could be due to the playfulness of the names or the fun we feel from saying them aloud, either way the feeling is automatic, instinctual. By using repeated sounds, not only can a brand name take advantage of these automatic, positive associations, but it gives the name a unique quality. If we look at the examples previously mentioned, no two brand names look the same, ideal when a brand is trying to stand out from the rest of the market.

Another interesting example of sound symbolism to explore is around the naming of mattress and bedding brands. Contrasting the playful energy generated by confectionary brands, when it comes to mattresses the key feelings or ideas to convey are that of comfort, sleep, and softness. It is not surprising, then, that many brand names contain the sound /m/, which we’ve already established is soft sounding, and the voiceless /s/. It is called voiceless because the sound is not produced by the vocal cords but rather by putting the tongue to the roof of the mouth, like in the words “sun” or “sleep”. Some examples of mattress brands that use one or both sounds are Simmons (USA), Emma (DE), and Mérinos (ES). The soft sounds used in the names evoke feelings of comfort, soothing, and relaxation, ideal for a brand focused on providing a good night’s sleep!

Finally, the use of fricative and plosive sounds using sharp consonants can convey ideas of innovation and modernity. You will often find in the names of pharmaceutical or tech companies, sounds like /z/ or /x/ or /k/. For example, Pfizer, AstraZeneca, Pixxel, Siemens, Novartis, to name a few. If you were to guess the industry of these companies, imagining that you had never heard them before, you are more likely to group them in science and technology sectors, rather than in food or mattresses! The fricative sounding names sound more technical and use letters that are used less frequently in writing, making them especially distinctive.

So, when thinking about brand names, don’t forget the importance of sound symbolism! Consider what you want people to think and feel when they hear or say your brand name, whether that’s playfulness, comfort, nostalgia, excitement, joy, confidence…the list is endless. A word of warning, don’t over-complicate things. The same study mentioned found that consumers responded less favourably towards names where the sound deviated too much from linguistic expectations. In other words, it was pronounced differently to how it was looked, which can sometimes be a problem when brands are marketed across various countries where words are pronounced differently. This also highlights the importance of linguistic checks across target countries!

A good name isn’t just unique, it generates meaningful, emotional connections – ensuring that your brand is remembered.