Hello, My Name Is Awesome

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:

1. Add another word or two (e.g., Bliss-World.com instead of Bliss.com)
2. Use a creative phrase (e.g., ILovePeanutButter.com for Peanut Butter & Co.)
3. 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:

1. Thesaurus websites (e.g., Thesaurus.com)
2. Image searches for visual inspiration
3. Glossaries of terms related to your industry
4. Cliché websites for common phrases
5. Google searches for unexpected connections
6. Movie and book titles
7. 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:

1. Review names independently before group discussion
2. Ask "Is it right?" instead of "Do I like it?"
3. Refrain from negative comments
4. Remember that a name can't say everything
5. Print the list for better review experience
6. Don't share with outsiders or use surveys
7. Imagine the name in context (e.g., on a business card)
8. Don't be afraid to be different
9. Avoid looking up domain names prematurely
10. Select at least ten names per reviewer
11. Don't fall in love with any name until after trademark screening
12. 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.

Last updated: September 29, 2024