The name of the investment plays an important role in the marketing and sales process of each development investment. It may encourage and interest a potential customer, or just the opposite.
A well-chosen name should clearly convey the developer’s vision and evoke good associations. It is important that it is easy to remember and pronounce. However, it is worth avoiding common and hackneyed terms that may discourage you or be quickly forgotten.
The process of choosing a name for a development investment is not always the easiest. However, there are a few areas that can make this task easier. Based on them, we can make the idea come to us without any problems.
Location is key
This is the most popular motif when naming a new housing estate. No wonder – when deciding to buy an apartment or house, we often pay attention to the location first.
When is it a good idea to use location as part of an investment name? It is worth taking it into account, for example, if there are many points in the investment area that are an advantage.
- It is worth considering the location - a reference to a city district (e.g. Osiedle Kaskada Jasień) or a street (e.g. Toruńska 16).
- Valuable information in the name may be a reference to the terrain - Osiedle Kaskada Jasień refers to the cascading arrangement of the plot, which the developer decided to keep.
- The neighborhood can help when naming an investment - both nature and infrastructure can be taken into account. For example, the name of the Kompas Estate was based on the concept of the directions of the world, attractions and interesting places around the estate.
Who will live here? – target group
The target group, i.e. residents, is another and no less important aspect that should be taken into account when choosing a name. Before giving a name, it is worth considering for whom the apartments or houses are being built – whether they are investment apartments or houses for families who are already too crowded in their apartments and are looking for their own space.
Remember – the name should appeal to your most important target group, so do not follow your own preferences if you do not belong to this group. Instead, use the opinions of those who fall into this group.
Some time ago, we were working on a name for micro apartments that were built with students in mind. One of the proposed names for the investment was UNITIVE. Where did this idea come from?
The name comes from the words unit/unite (meaning unity, community), but the prefix itself uni- refers to university.university (i.e. university). Same unitive means “unifying” – it is a characteristic of dormitories and complexes of this type that create a kind of community.
Investment features
Thanks to the name of the investment, the client should be able to determine its nature. CityCamp from Supernova is a complex of apartments for students in the very center of the city – this can be deduced from the name (city = city and camp = campus). After the investment, you can expect a purely urban atmosphere, good communication and wide access to all the amenities offered by the city.
Kohler’s experiment (first presented in 1929) shows how words have great meaning.
The takete–maluma effect shows how participants perceived the invented names (takete and maluma). Most participants said that the word “takete” better fits the sharp-edged shape shown on the left, while the word “maluma” better fits the rounded shape shown on the right.*
A well-chosen name can “sell” the investment and facilitate work in subsequent stages, e.g. be an inspiration for a logo. It is worth spending a moment to think about a name that will be the showcase of the project and will remain with it until the end.
We have extensive experience in working with developers – also in the field of investment naming and branding. If you need help or have questions, feel free to write – we will be happy to help!
Write to us at kontakt@evostudio.pl
Authors
Get in touch and let’s see how we can help you!
Join the ranks of our satisfied customers.
