The more specific and nuanced your positioning is, the more effective the name will be. All great names work in concert with the positioning of the brand they speak for.
Competitive Analysis –
The next step is a thorough competitive analysis, in which
we quantify the tone, strength and messaging of competitive names. This is essential for refining brand positioning. It tells you exactly where you need to be in order to dominate the competitive landscape.
Name Development –
Name development begins by applying the positioning
strategy and competitive analysis results to determine all of the things your new name needs to do for your marketing,
branding and advertising efforts.
We prescreen all names for worldwide trademark availability before presenting them to you. This ensures a process that exclusively produces names you can legally use.
A Brand Name Has Work To Do. Create A Job Description For It.
Here's what a job description for a name should look like:
Must be able to support part or all of your brand positiong. Screen candidates for qualites such as:
Communication Skills - What part of the conversation in your industry should the name address, define, redefine, express, demonstrate or dominate?
Personal Appearance - The way a name looks and sounds can communicate volumes, independent of the meaning of the word.
Redefine and own your category.
Go viral, propelling itself through the world on its own, becoming a no-cost, self-sustaining PR vehicle.
Demonstrate to the world that you're different, creating clear & wide separation from your competitors.
Create a positive and lasting engagement with your audience.
Provide a deep well of marketing and advertising images.
Be the genesis of a brand that rises above the goods and services you provide, so that you're not selling a commodity and/or competing on price.
Building the Perfect Beast: The Igor Naming Guide
Everything you wish you didn’t need to know about creating brand names
We wrote the Naming Guide to bring clarity & uncommon sense to the naming process.
An essential framework, it gives your team a shared set of
criteria and a strategy for evaluating names.
Our guidebook provides the clear principles & actionable insights necessary for you to create the most powerful name in your space, like a brand naming expert.
Download The Naming Guide:
Want To Create A Viral Brand Name?
This is the most overlooked, counterintuitive truth in naming – the difference between the way a literal critique will evaluate a potential brand name and the way a target audience will receive it.
A literal approach judges names based on dictionary definitions or a singular association, in the form of an objection. It asserts a negative meaning or association means the value of the word as a name will also be negative, but it's the tension created by positive and negative forces that makes a name engaging.
The literal evidence cited is irrefutable fact, yet 180 degrees from the reality of how the brand name will perform.
Every viral name is a provocation: Slack, Virgin, lululemon, Target, Yahoo, Caterpillar, Hotwire, Bluetooth, Google, Oracle. To qualify as a provocation, a name must contain what literalism would label "negative messages" for the goods and services the name is to represent.
As long as the name maps to one of the positioning points of the brand, consumers process these supposedly negative messages positively, which means they aren't negative at all. They're positive.
Potential names need to be judged on how well they map to positioning, memorability, stopping power, emotional impact, connections to the collective consciousness, distinction from competitors - the sum of which answers the most important naming question, "Is this name interesting?".
Here are some literal objections to some of the best brand names:
In business, Slack means “characterized by a lack of work or activity; quiet."
A Slacker is someone who works as little as possible. A terrible message for our target audience.
Slack means slow, sluggish, or indolent, not active or busy; dull; not brisk. Moving very slowly, as the tide, wind, or water.
We are an upscale brand for women, lululemon sounds like a character from a 3-year olds’ picture book: “lululemon and her best friends annabanana and sallystrawberry were climbing Gumdrop Hill, when suddenly from behind a rainbow the queen of the unicorns appeared.”
Says "we're new at this!".
Public wants airlines to be experienced, safe and professional.
Investors won’t take us seriously.
Religious people will be offended.
It has one meaning, “to steal a car!”
Crime is the last thing we need to be associated with.
Yahoo!! It's Mountain Dew!
Yoohoo! It’s a chocolate drink in a can!
Nobody will world information seriously from a bunch of "Yahoos".
Only foretold death and destruction.
Only fools put their faith in an Oracle.
Sounds like "orifice" – people will make fun of us.
Tiny, creepy-crawly bug
Not macho enough – easy to squash.
Why not bull or workhorse?
Destroys trees, crops, responsible for famine.
Derogatory cultural slur.
You'll be picketed by people from small, hot countries,
Target of an investigation
To have a Target on your back
A Target gets shot, killed, slaughtered.
The Target of a manhunt
You’ve never felt threatened by Target, dismissed lululemon as a child’s brand, deemed Virgin’s pilots inexperienced or thought car thieves ran Hotwire. The reason is because as long as the name maps to one of the positioning points of the brand, people never take its meaning literally, and the negative aspects of the name just make it more memorable and engaging.
These literal, negative objections are not reasons to abandon a name, rather they have demonstrably positive effects on the public. They're what make a name engaging, differentiating and unforgettable. We don't process names literally; we
process them emotionally. Getting your committee to acknowledge this counterintuitive truth and to interact as the public does with names, rather than the way the dictionary does, is essential:
Positioning: DISRUPTIVE, naming the problem we solve!
Qualities: Interesting! Confident, different, focused on solving the target’s problem.
-Positioning: DISRUPTIVE, a travel hack, exciting, fun.
Hotwiring a car is a hack, Hotwire.com is a travel hack. That’s why this name works.