Do feminine or masculine brand names perform better?

Ever wonder if your brand name is doing all it can for you? It turns out, a feminine brand name might just be your secret weapon.

TL;DR 🎯

Here's the scoop: Brands with feminine names tend to perform better. They’re perceived as warmer and more trustworthy, which makes customers more likely to choose them. Think "Nestlé" over "Gap."

Why does this matter? 🤔

People generally associate feminine names with warmth and friendliness, traits we instinctively trust and like. This isn’t just a random idea—there’s data to back it up.

Research findings 🔬

• Syllables & sounds: Feminine names often have more syllables and end with a vowel sound. For example, "Joanna" vs. "John." They also stress the second or multiple syllables.
• Global brands: 55% of the brands in the Interbrand Global Top Brands list have feminine names and they tend to rank higher.
• Experiments: In one study, people were more likely to choose a product named "Nimilia" (feminine) over "Nimeld" (masculine). Specifically, 43% chose a "Nimilia" YouTube video versus 32% for "Nimeld."

Quick quiz: Nestlé vs. Gap. Which one sounds more feminine? Answer: Nestlé!

Why it works 🌟

We judge people and brands similarly. Warmth is linked to trustworthiness and friendliness, traits we associate more with feminine names. When a brand name sounds warm, we’re more likely to trust it and feel good about choosing it.

What to watch out for ⚠️

This effect is strongest for products where warmth and trust are key. If your product is highly utilitarian or your audience is primarily male, a masculine name might still be a better fit.

Steps to implement ✅

1. Audit your brand names: If the timing is right (ignore this if not), look at your existing brand and product names. Do they sound feminine or masculine?
2. Brainstorm new names: If you’re naming or renaming, go for more syllables, vowel endings, and stress on multiple syllables.
3. Test with customers: Get feedback to ensure the names convey warmth and trust.

Clarification: If you already have a strong masculine brand, don't rush to rebrand. Evaluate whether a name change aligns with your broader strategy--name isn't everything.

So, give your brand a touch of warmth and watch those sales skyrocket.

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Names are the blueprint of a brand's soul, shaping perceptions and forging connections."