The Power of Language in Brand Recall
The most memorable thing about a person or thing could be their name. But what if it is not easy to remember? And just what would be easy for everyone to remember?
Every individual is different when it comes to recollection techniques, but here’s a common problem that affects us all when it comes to having trouble learning something by heart – language.
Living in the advent of globalisation, market expansion and international relations are inevitable. So are the language barrier and cultural differences, which businesses must navigate when reaching out to new audiences.
In a bilingual country like Singapore, brands are aware they will always have two large audiences to consider – English-speakers and Chinese-speakers. English and Chinese are as different as night and day, but their names must work in both to catch on.
The most successful example of this is Coca Cola, whose Chinese name is a catchy phonetic pronunciation of their brand name that also happens to bring out its essence: kě kǒu kě lè. Literally meaning “taste good and make one happy”, the implication is that coke can quench your thirst and instantly make your day better.
Now let’s look at a rising new star in the beverage scene – Chagee, a tea brand from Yunan, China that has become massively popular in Singapore. Their original name is BaWangChaji, a reference to the famous Chinese opera My Fair Concubine, but they rebranded in 2022 to Chagee, a westernised spelling of the last two characters that is more fun, distinct and easy for everyone to say
This strengthens their brand recall along younger people and international audiences while staying true to their roots, resulting in the droves of tea lovers their outlets attract every day and their willingness to wait up to an hour for their beverages to be made.
CASE STUDY: WUGUFENG
Bilingual brand names are something we often encounter as a creative agency working with local SMEs. Let’s look at one of our clients, WuGuFeng <五谷豐>, and what they are doing to appeal to a younger audience growing up in a westernised world.
WuGuFeng is a multicultural bakery store known for their traditional Asian recipes Though they specialise in Chinese snacks such as mooncakes and pineapple cakes, their food is consumed by a wide variety of communities from all over the world, including the multiethnic residents and tourists in Singapore. WuGuFeng strongly believes showing love and care through the sharing of food, which can be seen in their strategic packaging design – made to be convenient as well as eye-catching- and their brand name.
Wǔgǔfēng < 五谷豐> literally means “abundant grains” and derives from the Chinese proverb wǔfúpěngshòu < 五福捧壽 >. Translating to “Five Blessings Holding Longevity”, this phrase is used to bless people with fortune, prosperity or a good harvest, which embodies the spirit of generosity that drives WuGuFeng. Founded by a passionate food manufacturer and chef duo, the latter of whom spent 6 decades learning different culinary techniques around the world, WuGuFeng is not only the result of rich experiences but the deepest love and respect for the craft as well. Combining the beloved tastes of our childhoods with modern day food innovation, this brand aims to revive the traditional recipes that define much of our cultures and incite a greater appreciation for them in the new generation.
Besides updating their brand identity and design, it is important for the name to be memorable. WuGuFeng retains their rich history and origins, yet it is also relatively easy to spell and pronounce in English. Furthermore, it can be shortened to the acronym WGF – which is great for texting!
The Beauty of Language
In the examples we’ve shown, the translation or the alternate brand name in a different language is not only suitable and easy to recall, but it adds a layer of meaning to the brand. So instead of getting lost in translation, the brand only gains a new audience and grows its presence.
Coca-Cola, Chagee and WuGufeng are also examples of brands with a strong purpose. When the purpose of a brand is strong and clear, everything about it will be well thought out, including how it is represented to different groups of people.
The key is to not think of it as merely dealing with a language and cultural barrier, but an opportunity to connect with people beyond your home region.
Are you interested in exploring the possibilities of a brand name for your business and the beauty and power of language? This is something we always think about living and working in a bilingual country, in a world that is just going to keep opening up. Let us know!