Let’s Play the Name Game: Tips for Naming Businesses, Brands & Products
With naming, there are no magic formulas or proven playbooks. It’s all about establishing good ground rules and choosing the right approach. Names are generally the most public and permanent expression of brand identity, so it’s important to think long-term when making naming decisions. Through my experience working on naming projects across wide-ranging industries, from luxury retail stores and wineries to communities and service companies, I have learned some great principles and practices. Here are a few of my top recommendations for conducting a successful naming initiative:
Tip #1: Don’t Use a Temporary Name
People get emotionally attached to names, even placeholder or stand-in names have a way of endearing themselves to people. The more we use and repeat a name, the more comforting and natural it feels to us. This phenomenon is called familiarity bias. People tend to prefer things that are known and familiar, regardless of the actual merits or qualities of these things. This type of cognitive bias can influence decision-making, leading people to potentially overlook better options and stick with the status quo. That’s why I recommend avoiding this issue entirely and using something like “New Co” while the naming process is underway.
Tip #2: Discuss Openness for Change
Some companies go through an entire naming or renaming exercise only to discover that there is resistance to change within the organization. That’s why it’s important to ask direct questions upfront and build consensus among the key stakeholders. Getting a gauge on the internal appetite for change is perhaps the most pivotal step in a naming or renaming initiative. Don’t go any further until you know this information:
Is there a strong emotional attachment to the current name?
Does the name have equity?
Does the name have any trademarking, legal or marketing limitations?
Will the name allow for future growth and expansion?
Tip #3: Define the Objectives
Set the goals and intentions as a group. Because naming is highly subjective and everyone has their own unique associations with words and names, it is better to align on clearly defined objectives rather than gut reactions. One of the most helpful questions at this stage is, “What is the most important message to communicate with the name?” Sometimes the top priority is capturing the core benefit of the brand, making a promise or creating a vibe. Each of these goals should offer insight into the best naming style and approach for the business, brand or product.
Tip #4: Explore Different Styles of Naming
Naming styles are typically broken down into three primary categories — descriptive, suggestive and abstract. Descriptive brand names, think Whole Foods or Dollar General, directly convey information about the brand’s offerings, products or services. Suggestive brand names, think Nike or Amazon, hint at the nature of the product or service without explicitly stating it. These names often evoke positive feelings or symbolic associations related to the brand’s offerings. Abstract names, think Google or Apple, have no inherent meaning, instead the meaning is created through brand positioning, marketing and advertising. Each of these naming styles has pros and cons, so I recommend exploring each approach in the creative process and thoughtfully considering which style best aligns with the defined objectives. Suggestive naming styles are usually a strong choice to consider.
Tip #5: Generate a High Volume of Ideas
Turn off your filter and ignore your inner critic. This is the time to be wildly creative and extremely prolific. Naming is a numbers game, so you need a high volume of ideas to be successful. This is the time to push yourself because sometimes the best ideas come when you feel like you have exhausted every other possibility. Here are a few pointers:
Make a large list of possible words, terms or themes that could be relevant
Research the meaning, origins and roots of these words
Explore related themes or conceptual ideas, mining literature, art, history, film and culture for inspiration
Imagine a part of the world that feels aligned with the brand and search Google maps for names of businesses there
Sift through books and magazines at your local library or bookstore and write down interesting words and phrases
Study the local vernacular and regional characteristics, digging deep for unique naming opportunities
Read editorial articles, paying attention to the words and phrases used, making note of anything interesting
Build a word bank and begin combining different words
Create coined names using prefixes and suffixes
Open your eyes and ears and pay attention to what names sound good and work well in the real world, use those insights
Tip #6: Ruthlessly Eliminate, Leaving Only the Best Names Standing
The process of elimination can be intense, almost heartbreaking. This is the time to pressure test the initial selects you’ve made and put them through the ringer. Do the names have any hidden meanings or associations that could be offensive? Are the names easy to spell and pronounce? Do the names sound too much like something else that is well known or in a similar space? Are there any cultural or linguistic challenges associated with the names? Are they unique and memorable? These are the types of questions you should be asking. Each of the serious contenders should also be tested against the criteria and objectives defined at the beginning of the project. Do the names communicate the core idea, message or feeling? Once you have cross-examined, the initial selects, it is time to take it a step further and research what else exists with those names, inside and outside of your field. This is the beginning of the vetting phase.
Tip #7: Research the Competition & Invest in Trademarking
It is absolutely essential to make sure your brand name is protected wherever you are doing business. Many brand names are protected through common law usage, but in most cases, it is best practice to file for a trademark, especially if the brand will have an online presence or operate in multiple markets. I recommend performing a “knockout search” using Google and the USPTO database to eliminate names that have obvious conflicts. Once you have narrowed down the naming options to a few final selects, this is the ideal time to contract an attorney to perform a full legal search, thoroughly vetting the names and providing a risk assessment. Beyond researching trademarking conflicts, I also recommend studying the most commonly used words and naming structures in your industry. Avoid anything that could cause confusion. Naming is one of the best opportunities to create a competitive advantage and clearly differentiate your offering.
Tip #8: Don’t Overshare
The more people you poll, the more differing opinions you will receive. This can be confusing and downright discouraging. Being selective about the input you receive will keep you focused on the big picture, strategic goals of the initiative. Sorry spouses, this that means you may or may not be invited to play the name game.
These ground rules are intended to set you up for success. If you are curious about my work in this space, please check out my portfolio: https://www.catthecreator.com/work-1/naming.