Rules for choosing a name for a new restaurant in Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine from the FINE branding agency Development Company: AI, Blockchain, IoT
The key moment when developing a concept for a new restaurant is naming. It depends on the name how the audience will perceive the restaurant.
As a rule, small firms take on this task. The choice of name is simplified, because the author chooses the name that he liked the most from a randomly selected list. This approach is not the only correct one.
What to call a restaurant in Kiev and all over Ukraine? It is impossible to answer this question unequivocally, because this is a whole complex of measures.
The main stages of developing a selling naming
First, the owner needs to study the competition. This will make it clear:
- Positioning of competitors in the market;
- The most commonly used types of titles;
- The most effective branding strategies for a specific market.
You need to keep a fine line of differentiation from competitors. After all, the name should be different and look contrasting against the background of other restaurants. However, this contrast shouldn't scare customers away.
The developer conducts a thorough analysis of the consumer and thereby identifies several points:
- what factors contribute to the audience's choice in favor of your product;
- the names of restaurants most loved by consumers in Ukraine;
- what associative array arises in the minds of the audience in relation to this or that product.
At the stage of choosing brand positioning, you need to make a decision: how the owner wants to present his restaurant to the audience. It depends not only on the quality of service and products, but also on the market as a whole. The positioning strategy needs to resonate clearly with consumers. What is the main idea of a restaurant chain? For some restaurants, the idea is a cozy atmosphere and home cooking. For other restaurants, this is gourmet molecular cuisine, and for others, wealthy guests.
If all the previous steps have been passed, then you can start choosing a name. There is no need to rush to come up with as many name variations as possible without deviating from the main idea of the brand.
A team of naming specialists selects a certain number of the most suitable name options.
Finally, the title is verified by a focus group in tandem with the audience. Checking here:
- the harmony of the sound of the name;
- exclusion of negative associative series;
- clear adherence to the concept.
Final agreement and name selection. The most successful option is chosen by a focus group.
Basic requirements for the name of a new restaurant in Kiev:
- elimination of duplication of existing names. The name of your restaurant should be significantly different from the competitors;
- positive association. The visitor should be pleased when he hears the name of your restaurant;
- The name should be easy to remember. This aspect is optional, and if the name consists of a complex phrase, then it must certainly evoke pleasant sensations from the visitor;
- The name should contain the basic concept: types of cuisine, interior design, level of service.
Common mistakes in naming development
- Excessive complexity of the name. It is important to follow the golden mean rule.
- The name is too simple. Inexperienced restaurateurs choose too simple names that are very similar to existing ones. Such naming will not bring profit to the owner.
If you want to open a restaurant chain in Ukraine, but do not know which name will suit you best, contact the specialists of the FINE branding agency right now!
