Our Brand Naming Process

      Naming Agencies  

A brand name has a job to do. Create a job description for it.

 

Finding the perfect name should be approached like you're hiring a Global Director of Branding, Marketing & Advertising. Because that's exactly what you're doing. So it's natural to put together a list of asks for your name that includes things like credibility, trust, reliability, honesty, transparency, quality, yada yada yada.

But a name is a specialist, and these types of foundational brand positioning qualities are common to every business in existence. They need to be established by the other touch points of your brand. "Not my job", should be the response of any name candidate asked to perform these duties. In fact, using such qualities when grading name candidates will result in the best qualified names not even receiving an offer:

 

Google

Credibility, Trust, Reliability, Honesty, Transparency, Quality

 

Slack

Credibility, Trust, Reliability, Honesty, Transparency, Quality

 

Impossible

Credibility, Trust, Reliability, Honesty, Transparency, Quality

 

Away

Credibility, Trust, Reliability, Honesty, Transparency, Quality

 

Goop

Credibility, Trust, Reliability, Honesty, Transparency, Quality

   

None of the over-performing names above can pass the Credibility, Trust, Reliability, Honesty, Transparency, Quality test. Which is great, because your audience doesn't look to your name for these sort of reassurances. More importantly, it leaves the name free to have the kinds of qualities it needs to be exceptionally good at its job :

Unexpected, Human, Engaging, Thought Provoking, Memorable, Disruptive, etc.

 

Here's what a job description for a name should look like:

 

Responsibilities:

 

Qualifications:

 

Depending on the positioning of the product or company the name will represent, you'll further screen name candidates for specifics, such as:

 

But what if you find the perfect candidate, except they have a criminal past? As long as they can carry out the Responsibilities and have the Qualifications, it'll be fine: Hotwire, Accomplice, Wheelman, and walking the talk, Igor.

Bad breath and a ghoulish smile? Don't count them out: Bluetooth.

A complete lack of experience? Sign them up: Virgin.



Igor's Naming Process:

 
      

Additional Brand Naming Insight:

Want To Create A Powerful Brand Name? Beware The Literalist

Igor Brand Naming Guide

Performing a Competitive Name Analysis is Essential

     




  Brand Positioning