Key Takeaways
1. Create names that make people smile, not scratch their heads
We enjoy names that surprise us, entertain us, and make us feel smart because we get them.
Emotional connection is key. A great brand name should evoke positive emotions and create a lasting impression. It should be infectious, sparking conversations and generating buzz. When crafting a name, aim for something that:
- Surprises and delights
- Is easy to understand and remember
- Makes people feel clever for "getting it"
- Encourages sharing and word-of-mouth marketing
Examples of smile-worthy names:
- Gringo Lingo (Spanish language school)
- Neato (robotic vacuum)
- Church of Cupcakes (bakery)
2. Use the SMILE & SCRATCH test to evaluate brand names
A name should make you smile instead of scratch your head.
SMILE: Positive qualities to seek. Use this acronym to evaluate potential names:
- Suggestive: Evokes something about your brand
- Meaningful: Resonates with your audience
- Imagery: Visually evocative to aid memory
- Legs: Lends itself to a theme for extended mileage
- Emotional: Moves people
SCRATCH: Negative qualities to avoid. Steer clear of names with these characteristics:
- Spelling-challenged: Looks like a typo
- Copycat: Similar to competitors' names
- Restrictive: Limits future growth
- Annoying: Forced or frustrates customers
- Tame: Flat, descriptive, uninspired
- Curse of Knowledge: Makes sense only to insiders
- Hard to pronounce: Not obvious or unapproachable
3. Avoid common naming pitfalls like difficult spelling and pronunciation
If you have to spell your name out loud for people, Siri butchers it, or it looks like a typo, it's a mistake.
Clarity trumps creativity. While it's tempting to be unique, avoid names that:
- Require constant explanation or spelling
- Are easily misspelled or mispronounced
- Use non-intuitive spellings (e.g., Speesees for "species")
- Rely on punctuation or capitalization for clarity
Common pitfalls to avoid:
- Embedding numbers (e.g., coast2coast)
- Using all capital letters (e.g., TCBY)
- Creating acronyms that are hard to remember or pronounce
- Spelling words backward (e.g., Xobni)
4. Secure a good domain name without compromising your brand
It's better to have a meaningful name that people can remember than a meaningless name they can type in five keystrokes.
Prioritize brand over domain availability. Don't let the quest for a perfect domain name dictate your brand name. Instead:
- Add another word or two (e.g., Bliss-World.com instead of Bliss.com)
- Use a creative phrase (e.g., ILovePeanutButter.com for Peanut Butter & Co.)
- Consider .net or .biz extensions if necessary
Domain name secrets:
- Not all great names are taken
- Make lowball offers for parked domains
- Buy common misspellings and redirect them
- Longer, meaningful names can be better than short, meaningless ones
5. Craft a creative brief to guide your naming process
Creativity can't occur in a vacuum.
Plan before you name. A creative brief serves as a roadmap for your naming process. Include:
- Goal of the assignment
- Brand positioning
- Consumer insights
- Target audience
- Competition
- Desired brand experiences
- Brand personality
- Words to explore and avoid
- Domain name modifiers
- Name style likes and dislikes
Key elements to consider:
- Sum up your brand in 140 characters or less
- Identify consumer behaviors, not just preferences
- List 5-12 adjectives describing your brand's personality
- Provide an "acid test" sentence for using the new name
6. Harness online resources for effective brainstorming
The single most powerful brainstorming tool is the Internet.
Leverage online tools for inspiration. Brainstorm independently using these resources:
- Thesaurus websites (e.g., Thesaurus.com)
- Image searches for visual inspiration
- Glossaries of terms related to your industry
- Cliché websites for common phrases
- Google searches for unexpected connections
- Movie and book titles
- iTunes for song titles and band names
Brainstorming tips:
- Start with a list of 12 word sparks related to your brand
- Write down all ideas, even those that don't feel perfect
- Keep your creative brief handy for reference
- Be open to unexpected connections and rabbit holes
7. Build consensus when reviewing names with a team
Have people initially review the list of names independently, as opposed to in a group.
Foster objective evaluation. Follow these rules when reviewing names with a team:
- Review names independently before group discussion
- Ask "Is it right?" instead of "Do I like it?"
- Refrain from negative comments
- Remember that a name can't say everything
- Print the list for better review experience
- Don't share with outsiders or use surveys
- Imagine the name in context (e.g., on a business card)
- Don't be afraid to be different
- Avoid looking up domain names prematurely
- Select at least ten names per reviewer
- Don't fall in love with any name until after trademark screening
- Have fun!
Avoid focus groups, as they tend to water down choices to the safest option rather than the strongest.
8. Consider the pros and cons of changing an existing name
It's never too late to change your name.
Weigh the benefits and drawbacks. Pros of changing your name:
- Refresh your entire brand
- Save time explaining or apologizing for a difficult name
- Reconnect with past and current customers
- Appeal to future customers who don't know your current name
Cons of changing your name:
- Emotional attachment to the current name
- Difficulty getting company-wide buy-in
- Potential hurt feelings of the original namer
- Expenses related to new materials and signage
Successful name changes:
- Rhythmic Concepts Inc. to Living Jazz
- Peach Direct to Venue
- Forum for Women Entrepreneurs & Executives to Watermark
Remember that with modern communication tools, it's easier than ever to keep customers informed about a name change.
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FAQ
What's "Hello, My Name Is Awesome" about?
- Brand Naming Guide: "Hello, My Name Is Awesome" by Alexandra Watkins is a comprehensive guide on creating memorable and effective brand names.
- Practical Advice: The book offers practical advice and strategies for developing brand names that resonate with consumers and stand out in the marketplace.
- SMILE & SCRATCH Test: It introduces the SMILE & SCRATCH test, a method to evaluate the quality of a brand name.
- Real-World Examples: The book is filled with real-world examples and case studies to illustrate successful naming strategies.
Why should I read "Hello, My Name Is Awesome"?
- Improve Naming Skills: If you're involved in branding or marketing, this book will enhance your ability to create impactful brand names.
- Avoid Common Mistakes: It helps you avoid common pitfalls in naming, such as choosing names that are hard to spell or pronounce.
- Engaging and Fun: The book is written in an engaging and humorous style, making it an enjoyable read while being informative.
- Proven Techniques: Learn from Alexandra Watkins' proven techniques and insights from her experience in the naming industry.
What are the key takeaways of "Hello, My Name Is Awesome"?
- SMILE & SCRATCH Test: A brand name should make you smile instead of scratch your head, focusing on qualities like being suggestive, meaningful, and emotional.
- Avoiding Pitfalls: Avoid names that are spelling-challenged, copycat, restrictive, annoying, tame, cursed with insider knowledge, or hard to pronounce.
- Creative Process: The book emphasizes the importance of a structured creative process, including brainstorming and using a creative brief.
- Domain Name Strategies: Offers strategies for securing a good domain name without compromising the brand name's quality.
What is the SMILE & SCRATCH test in "Hello, My Name Is Awesome"?
- SMILE Qualities: SMILE stands for Suggestive, Meaningful, Imagery, Legs, and Emotional—qualities that make a name memorable and effective.
- SCRATCH Sins: SCRATCH stands for Spelling challenged, Copycat, Restrictive, Annoying, Tame, Curse of Knowledge, and Hard to pronounce—traits to avoid in a brand name.
- Objective Evaluation: The test provides an objective framework to evaluate potential brand names.
- Practical Application: It helps ensure that a name will resonate with consumers and avoid common naming pitfalls.
How does Alexandra Watkins suggest brainstorming names in "Hello, My Name Is Awesome"?
- Online Resources: Watkins recommends using online resources like thesauruses, glossaries, and image searches to generate ideas.
- Structured Process: She advocates for a structured brainstorming process, starting with a creative brief and using specific techniques to explore different angles.
- Solo Brainstorming: Emphasizes the effectiveness of individual brainstorming over group sessions to avoid groupthink and encourage creativity.
- Diverse Sources: Encourages looking at diverse sources such as book titles, song lyrics, and idioms for inspiration.
What are some examples of successful brand names mentioned in "Hello, My Name Is Awesome"?
- Spoon Me: A frozen yogurt franchise name that is playful and memorable, appealing to its target audience.
- Neato: A robotic vacuum name that is simple, catchy, and suggests the product's neatness and efficiency.
- Gringo Lingo: A Spanish language school name that is humorous and memorable, appealing to its target market.
- Church of Cupcakes: A bakery name that is quirky and evokes curiosity, making it stand out.
What are the best quotes from "Hello, My Name Is Awesome" and what do they mean?
- "A name should make you smile instead of scratch your head." This quote encapsulates the book's philosophy that a brand name should be intuitive and evoke positive emotions.
- "Consumers don’t fall in love with brand names created by scientific processes." Highlights the importance of emotional connection over technical or overly complex naming strategies.
- "The most powerful brand names connect with people and move them to buy." Emphasizes the need for brand names to resonate with consumers on an emotional level to drive sales.
- "A name can’t say everything, but it should suggest something about your brand." Suggests that while a name can't convey every aspect of a brand, it should hint at its essence or value proposition.
How does "Hello, My Name Is Awesome" address the issue of domain names?
- Domain Name Myths: The book dispels the myth that an exact match domain is necessary for success.
- Creative Solutions: Offers creative solutions like adding modifier words or using catchy phrases to secure a domain name.
- Alternative Extensions: Suggests considering alternative domain extensions like .net or .biz if .com is unavailable.
- Focus on Brand Name: Emphasizes that the quality of the brand name should not be compromised for the sake of a domain name.
What is the role of a creative brief in the naming process according to "Hello, My Name Is Awesome"?
- Foundation for Naming: A creative brief serves as the foundation for the naming process, outlining the brand's goals, target audience, and desired positioning.
- Guides Brainstorming: It guides the brainstorming process by providing a clear direction and criteria for evaluating names.
- Ensures Alignment: Helps ensure that all stakeholders are aligned on the brand's vision and objectives before naming begins.
- Prevents Missteps: By clearly defining what the brand stands for, a creative brief helps prevent missteps and ensures the name aligns with the brand's identity.
How does "Hello, My Name Is Awesome" suggest handling name changes?
- Pros of Changing: Highlights the benefits of changing a name, such as refreshing the brand and eliminating the need to explain a difficult name.
- Cons of Changing: Acknowledges the potential downsides, including emotional attachment and the cost of rebranding.
- Successful Examples: Provides examples of successful name changes to illustrate the potential positive impact.
- Communication Strategy: Emphasizes the importance of a communication strategy to inform customers and stakeholders about the change.
What are some common naming pitfalls to avoid according to "Hello, My Name Is Awesome"?
- Spelling Challenges: Avoid names that are difficult to spell or require constant explanation.
- Copycat Names: Steer clear of names that mimic competitors, as they lack originality and can lead to legal issues.
- Restrictive Names: Avoid names that limit future growth or pigeonhole the brand.
- Annoying or Tame Names: Stay away from names that are forced, flat, or uninspired, as they fail to engage consumers.
How does "Hello, My Name Is Awesome" suggest evaluating potential brand names?
- Objective Criteria: Use the SMILE & SCRATCH test to objectively evaluate potential names based on specific criteria.
- Independent Review: Encourage independent review of names by decision-makers to avoid groupthink and ensure diverse opinions are considered.
- Focus on Positives: Focus on what works about a name rather than negative aspects to build consensus.
- Avoid External Opinions: Discourage seeking opinions from outsiders or focus groups, as they may not understand the brand's vision or objectives.
Review Summary
Hello, My Name is Awesome receives generally positive reviews for its practical advice on creating effective brand names. Readers appreciate the author's straightforward approach, humor, and numerous examples. The book's concise nature and actionable tips are frequently praised. Some criticize occasional factual errors and opinionated statements. Many find the SMILE and SCRATCH frameworks helpful for evaluating names. While some readers wish for more depth, most agree the book offers valuable insights for entrepreneurs and marketers dealing with naming challenges.
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