Creating a brand name is complicated. Doing it for the Chinese market, where superstitions run deep, is like playing a video game on expert mode. One poorly chosen word or unlucky number, and you could scare off customers before they even get to know you. Here are some popular (and very serious) superstitions you need to consider if you don’t want your brand to sink like a feng shui-deficient ship.
1. Beware of the number 4: Public Enemy Number One
If you think the number 13 has a bad reputation, wait until you meet 4 in China. This number sounds very similar to the word "death" in Mandarin (sǐ). Associating your brand with this number is like naming your mattress company "Happy Graveyard Co." Nothing says "stay away" quite like a logo with four stars or a promo like "buy 4, pay less." Instead, bet on 8, which sounds like "prosperity" and is everyone’s favorite. In fact, if you can include lots of eights in your logo, website, and phone number, do it!
2.Don’t mess with colors (literally)
In the West, black is elegant and white is pure. In China, white is associated with mourning and funerals. So unless you’re opening a funeral service company (and even then, it’s questionable), avoid all-white logos. On the other hand, red is king: happiness, luck, and money. If you want your brand to "scream success," add a touch of red. But don’t overdo it—you don’t want to look like a carnival float.
3. Bad translations: A disaster waiting to happen
Ah, translations. Many have fallen into this trap. Take Pepsi, whose slogan "Brings you back to life" was translated as "Brings your ancestors back from the dead." A minor mistake, right? Before naming your brand, check that it sounds good in both Mandarin and Cantonese, and that it doesn’t have an unfortunate double meaning. Imagine "Fresh Sweetness" ending up sounding like "Frozen Foolish Man." The embarrassment (and laughs) would be universal.
4. Don’t insult feng shu
Feng shui isn’t just for interior design; it applies to logos and brand names too. Pointy shapes or "aggressive" elements can give off bad vibes. If your logo looks like a mousetrap or has too many sharp lines, think again. Opt for smooth curves, balanced colors, and a sense of "flow." In other words, your logo should inspire peace, not stress.
5. Dragons, phoenixes, and other magical creatures
In China, dragons symbolize power and good fortune, which is why many brands incorporate them into their designs. But beware: not just any dragon will do. If yours looks like it came out of a pixelated video game from the ‘80s, it will generate memes rather than respect. The same goes for the phoenix, a symbol of harmony: if you can’t get it right, it’s better to leave it out. Sometimes, less is more.
6. Does your brand sound "cheap"?*
Chinese consumers value quality and prestige, so avoid names that sound "tacky" or overly generic. "Happy Good Time Shoes" might sound fun, but it’s unlikely to attract a customer looking for luxury. Instead, aim for a name that sounds elegant, even if you need to hire a naming expert to achieve it. Yes, that’s a real job.
Conclusion: Balancing Superstitions and Strategy
The Chinese market is fascinating, but it’s not for improvisers. Respecting superstitions and cultural traditions will not only keep you out of trouble but will also help you truly connect with your customers. So, next time you think about launching your brand in China, double-check (or better yet, check eight times for good luck) that your name isn’t a linguistic, cultural, or aesthetic disaster.
Because at the end of the day, nobody wants to be the next example of "how not to do it." 😉
ความคิดเห็น