What's in a Name?
Combining theory, careful research —
and inspiration from the Muse.
and inspiration from the Muse.
One of the most personal elements of a brand, an effective name magnifies the personality of a company, product or service. As in many other creative endeavors, the probability of success in creating names is furthered by having a process in place. Like our brand process, our naming process is based on informed creativity and provides a step-by-step method of defining goals, minimizing subjectivity and maximizing results.
1. Naming Theory
"If I have been able to see farther, it was only because I stood on the shoulders of giants." — Isaac Newton
Developing our naming process began with the distillation of a myriad of proven naming theories and approaches down to a few basic principles.
1a. Understand the qualities that make a good name
Differentiating
Easy to pronounce
Memorable
Enduring
Legally available
Culturally appropriate
1b. Realize a name will only contribute a portion of the brand power
1c. Learn from what has been done before
Top Ten Global Brands
Coca-Cola
Microsoft
IBM
GE
Intel
Nokia
Disney
McDonald's
Toyota
Altria
1d. Educate clients to expect reactions and suspend judgments when considering name candidates
Left Brain
Rational: functional, logical, practical, common sense
Right Brain
Emotional: evocative, imaginative, intuitive, memorable
1e. Considerations in selecting name candidates:
Names never jump off the page at first
Names are empty vessels when created
Branding imbues names with meaning
People get used to names quickly (think Google, Nike, etc.)
Don't judge the effectiveness of a name by comfort level
Don't fall in love with just one
2. Naming Research
"It is foolish to theorize without proper data." — Sherlock Holmes
Theory gets us in the game. Research gets us up to bat.
2a. Understand and respond to client needs and concerns
Goals
Existing elements
Audiences
Cultural concerns
Current and desired brand equity
Transition obstacles
2b. Become familiar with client products & services
Reputation
Markets
Product and service functions
Distribution channels
Future innovations
2c. Competitive audit
Similarities and differences in competitors' names
What they project (conservative, contemporary, tech, etc.)
Beyond the name, what the competitors' logos project
Look at colors, type style, symbols, etc.
2d. Determine brand attributes
The evocative traits that define your company or product
Attributes fuel creative expression
2e. Identify naming threads
Themes or concepts that inspire the names
Derived from brand attributes and positioning
3. Naming Inspiration
"Could we teach taste or genius by rules, they would be no longer taste and genius." — Sir Joshua Reynolds
No matter how much theory you understand, no matter how much research you pore through, at the end of the day there is creative intuition.
3a. Don't edit when you are generating possibilities
No idea is too stupid
In collaboration, something you say may spark another idea
Coax the Muse out into a safe creative environment
3b. Look for new avenues of thought
If a name comes too easily, it is probably already taken
Look at the problem upside down and sideways
3c. Do early checks for availability and appropriateness
Receptionist Test: "Hello, Acme Worldwide"
Search for URL availability (stay as simple as possible)
Do preliminary check on trademark office website
Compare to competition for differentiation
Check for cultural appropriateness
3d. Go do something else
Often great ideas happen when we aren't looking
Have the problem in your mind, but not on your mind
Relax and then go back to work and focus
3e. Creative culling
Narrow down options with an open mind
Review discarded options again later as a double check
Keep your mind on all criteria, all the time
Develop the instinct for picking winners
To be continued. Once you have developed a strong group of preliminarily approved candidates for the name, the process moves on to client presentation, selection, thorough legal and cultural investigation and eventually, the approval of a final name. These topics and more will be covered in Part 2 of What's In a Name.