Not a science...

Ask anyone involved in brand development about the hardest task, I suspect many will say ‘naming’.

That blank sheet of paper (digital or physical) waiting for inspiration to strike!

It always feels harder. Back when I was on the tools designing visual brands and got stuck, I would just start scribbling shapes and blobs - letting the pen do a little unplanned walking to help wake up your brain and see if the beginnings of something started to appear.

But discovering a new name can be such a stark arena at the start. The process can provide you with engaged stakeholders, rich themes and topics to explore. But refining it down to the right choice needs patience, objectivity, resilience and not a small amount of that ‘eureka’ moment. No visual style or context to help you come to a decision - the word, the meaning, the feel of it in your mouth and typed out.

It often feels more like a trade than an exact science - getting your head down, using the well worn tools you have to carve something out of thin air.

Despite this, having been involved in creating brand names for companies and products for nearly 30 years, I still find it a very satisfying challenge for a number of reasons:

Sounds like…

Every word already has a specific meaning to each of us or at least, sounds like something else we know. Could be the name of your neighbours pet or a coffee shop in Rome you once visited! The question to ask is - does this actually matter? We are inundated with brand names in contemporary society - something will always remind you of something else.

Unless there are real negative connotations or they share the same space, being similar to something else is far less important than real factors of consideration - like relevancy to the brand, storytelling, memorability or the ability to stand-out in the crowd (amongst others). Staying objective and true to the brand and audience is vital throughout.

Be objective…

You can’t be too emotionally connected to a name - final trademarking and registration may throw a spanner in the works. It ain’t it over ‘til its over and the trademark lawyer says yes!

For the long term…

The new name you are looking for is a name for next week, next month, next year - not just today when you think of it. The name will have fuller context once it’s living at the heart of a business.. Any ‘word’ can feel odd and strange in your mouth for the first time. How is it going to feel in the months to come? How does it sound when you answer the phone (do people still do that). How does it look typed out (let alone once a visual brand has been developed)

Tell a story…

And of course, a name can only partially communicate your brand. Decide what the name does and what it doesn’t do. Is it a descriptive name that adds clarity to your offer or is it more abstract and based on a vibe? The sector you are operating in or the personalities involved may influence this decision - the early stages keep doors open and look to all potential directions.

There are of course far many more elements to consider - this is but my experience, others may vary. Everyone comes to the table with their own internal library and microfiche of brand development history. What factors of naming do you find most challenging/rewarding/informative?

Finally, to prove that outcomes do arrive in the end, despite the long lists, research and legal complexities - here’s a wee clip of some examples where ‘naming’ was a vital aspect of the brand strategy project.