Here in our second part of our 2 part series on how to create a brand name we dive into detailed exercises for coming up with your name. If you haven’t listened to part 1 you can find that at How to Create a Brand Name Part 1.
So you’ve completed your empathy map and your metaphor map. These help you not only focus your mind and start the creative wheels turning in your mind. This is what you want is for your unconscious mind to most of the heavy lifting. Before we dive into creating a list of names there are a few more questions that will help.
Answer these 3 questions about you and your company:
- Who are you?
- What do you do?
- Why does it matter?
When answering “what do you do” make sure you create this with benefits in mind. You also want to make this memorable so someone can relay this information to someone else.
This last one is important. It’s about how it matters to you, your customers, your market, and the world. Why does it matter. This is like creating your big idea. Your big idea on what your trying to accomplish.
These next questions will be familiar only with a twist. In part 1 we talked about what your target market thinks and feels about your company. The twist is you want to look inside and project what you want someone to think and feel. Not what they feel but what you intend them to feel and think.
- What do we want them to think about your company?
- What do we want them to feel about your company?
Your Next Step
Take all these words and phrases and start building a larger list. You do this typically by using an online dictionary and diving into other words that are similar to these words. Your goal is to build the biggest until you get a few that just feel right to you. Yes, this is combination of art and science.
Here’s what to keep in mind. I call this the business card test. You want to create a brand name that not only feels good inside but something that you would be so proud of that you would be excited to give out your business card. Yes excited and proud to hand over your business card.
Important Brand Name Tips
- Make sure you’ve created a brand name someone can say and they know immediately how to pronounce it.
- Focus on the core emotion you want to convey to your target market. By now you have a list of words and phrases from the exercises before. Now take all that and create a top of the list words that convey what you want the market to feel.
- Avoid strings of letters or numbers that have little or no meaning.
There’s tons more in the show as this part runs roughly 23 minutes. I should mention as well that this is one of those subjects that is tough to explain because sometimes all these steps are not necessary. Sometimes you come upon a name early in the process and other times it takes longer.