Some brands have become so familiar that we no longer just search, we “Google.” We don’t hail a cab, we “Uber.” We don’t set up a video call, we “Zoom.” Their names have slipped naturally into our everyday lives.
When that happens, it’s a sign the brand has truly made it.
Grabbing people’s attention is harder than ever. Turning a brand into a verb is the ultimate branding move. It instantly tells people what you do and how you fit into their lives. It also refreshes their memory of you every time they say the word. But how exactly are brand verbs born?
What Exactly is a Brand Verb?
A brand verb is when a brand name becomes so commonplace that it takes the place of a regular verb in everyday talk. It’s when someone says “Google it” instead of “make a search online.” Or when you hear “let’s Skype later” rather than “set up a video call.”
Here are some brand verbs you might already use:
- Google: “to google” (search)
- Hoover: “to hoover” (vacuum clean)
- Instagram: “to Insta” (post a photo)
- Netflix: “to Netflix and chill” or “Netflix it”
- Pinterest: “Repin” (save an image)
- Photoshop: “to photoshop” (edit an image)
- Skype: “to Skype” (make a video call)
- Snapchat: “Send me a Snap” (send a photo/video)
- Twitter: “to tweet” (post a message)
- Uber: “Uber a ride” (request a ride)
- Venmo: “Venmo me” (send money)
- Xerox: “to xerox” (make a photocopy)
- Zoom: “Let’s jump on a Zoom” (host or join a video call)
When a brand becomes a verb, it signals you’re winning hearts, minds, and even language. It strengthens the overall brand experience by making the brand feel like a natural, indispensable part of users’ everyday lives.
Our Brains Love Brand Verbs
At the root of it, our brains crave simplicity. When a brand name becomes a verb, it cuts down the mental steps needed to describe an action.
Saying “I’ll Google it” is faster and easier than “I’ll make an internet search.” This quick, easy path is an example of “cognitive fluency,” which simply means our brains prefer information that’s easy to understand and process.
When a brand verb becomes second nature, it also boosts what marketers call “mental availability.” That means your brand is the first thing people think of when they need something in your category. If you’re thinking about searching online, “Google” pops up instantly.
Brand verbs also suggest simplicity and action. Saying “Zoom” doesn’t just mean opening an app; it suggests connecting effortlessly. Verbs feel alive, and when a brand becomes part of our daily verbs, it feels alive too.
It moves from being something external to being part of our story.
Sometimes, brand verbs pop up because there’s no easy word for an action. But even when words do exist—like “photocopy”—brands like Xerox can still turn into brand verbs when their business dominates the market.
Brands Dream of Becoming Verbs
Becoming a verb is like hitting the branding jackpot. It means you’ve broken past traditional marketing and secured a spot in people’s everyday conversations. It’s not just about being popular—it’s unforgettable.
When your brand name becomes an action, it naturally slides into people’s routines, making your brand the go-to choice without a second thought.
Here are some of the upsides of a brand verb:
- Higher Brand Recall: Brands that become verbs get remembered more often and more easily. It boosts brand recall by up to 30%.
- Free Word-of-Mouth Marketing: Every “Google it” or “Uber there” spreads your brand for free. It sneaks into people’s conversations.
- Stronger Brand Identity: A brand that’s a verb owns a whole action in people’s minds. You don’t just edit photos; you Photoshop them.
- Built-in Loyalty: A brand verb creates an “insider” feeling. When teams say, “We Slack every morning,” it’s not just communication; it’s culture.
Brand verbs aren’t just selling stuff. They’re selling a way of life.
The Flip Side: Risks and Pitfalls
But while everyone dreams of becoming the next Google or Zoom, that doesn’t mean there are no real bumps in the road for brand verbs.
Some brands have to fight hard to protect their intellectual property once they hit verb status. Others struggle with the unintended meanings their name picks up over time.
As great as brand verbs are, they come with real risks:
- Losing Your Trademark: If a brand becomes too generic, it can lose legal protection. Xerox and Kleenex have fought for years to avoid becoming “just another copier” or “just another tissue.”
- Loss of Control: Once people start using your brand as a verb, you can’t always control how. It might pick up meanings you don’t like.
- Negative Connotations: “Dr. Google” jokes about self-diagnosing medical issues can hurt Google’s credibility.
- Time and Money: Becoming a verb takes consistent effort, smart cultural moves—sometimes for years—before the magic clicks. Even then, there’s no guarantee of success.
How to Create a Brand Verb
Do you want to turn your name into a verb? Easier said than done. More often than not, brand verbs usually emerge naturally, when enough people integrate a brand into their daily lives—and suddenly, it’s magic.
It’s all about a mix of having the right brand name, the right timing, and a product experience so good, it’s almost second nature to talk about it.
There’s no guaranteed recipe, but some ingredients help:
- Choose a Name That’s Easy to Say: Short and snappy wins. “TikTok” and “Snapchat” roll off the tongue because they’re built for speed.
- Stay Consistent: Your brand promise should match the verb you want people to use. If you’re about speed, your verb should sound fast. If you’re about creativity, it should feel playful.
- Show, Don’t Just Tell: Use marketing to show your brand as an action. Nike’s “Just Do It” didn’t just tell people to move—they showed athletes pushing their limits and turning dreams into accomplishments.
- Create Seamless Experiences: If your brand verb promises excitement, every customer touchpoint better deliver on that promise.
- Understand Your Audience: Language isn’t one-size-fits-all. A catchy verb in English might sound awkward in another language.
Learning from the Winners (and the Strugglers)
Before we dive into real-world examples, it’s important to remember: success leaves clues, and so do failures. Studying the brands that made it—and those that stumbled—offers a roadmap for anyone who wants to verbify their brand. There’s something to learn from every story.
Success Stories
- Google: By staying fast, accurate, and easy, Google dominated Internet search. Once there, it became a verb organically.
- Nike: While “Nike” isn’t a verb itself, “Just Do It” made “do” feel heroic and personal. That connection was built with decades of marketing efforts.
Warning Tales
- Xerox: Everyone “xeroxed” documents so much that Xerox almost lost its trademark. They had to run expensive campaigns reminding everyone: “You can photocopy, but you can’t ‘xerox’ unless it’s a Xerox.”
- Twitter to X: Twitter had a cultural goldmine with “tweet.” Changing their name to “X” puzzled users. How can you have a “tweet” without Twitter?
- Kleenex: Kleenex is often used to mean any tissue, damaging the brand’s uniqueness. They’ve fought hard to keep “Kleenex” tied to their brand.
- Spam: Originally a canned meat brand, “Spam” got hijacked to describe unwanted email—not exactly the brand vibe they wanted.
Where Brand Verbs Are Headed
With technology shaping how we talk, the next wave of brand verbs is already bubbling up. Thanks to voice assistants, memes, and TikTok trends, we now “Alexa” for the weather, “TikTok” a dance, or “Thread” a story.
As virtual and augmented reality take off, expect to see new verbs emerge. Imagine “Notioning” your work notes or “Snapping” your travel adventures in AR. Brands that stay culturally sharp and tech-savvy will lead the way.
Brand Verbs Are the Ultimate Win
Brand verbs are one of the highest honors a brand can achieve. They mean you’ve moved beyond products and services—you’ve become a part of people’s lives, their habits, even their conversations.
Of course, the path to becoming a verb isn’t easy. Brands have to invest deeply, protect their names, and stay relevant to keep that connection alive.
But for brands that make the leap, the rewards are immense. They get more time in people’s minds—they become woven into the way we experience our world. That kind of magic makes a brand unforgettable.