Choosing A Brand Name
Thinking Of Names
Good names are not always easy to think of. In the majority of cases, the first few names you think of aren’t great and unfortunately most people run with the first thing they think of.
There are so many implications from the name you choose. This resource will provide a way to assess name ideas against the variables that matter and will most likely save (or generate) a lot of money into the future of your venture.
One common mistake I see is that people will name their business using an adjective, assuming this trait is most sought after within their industry or embodies their point of difference. Differentiation is simply an irrelevant card to play in the branding game.
The most successful and powerful identity exercises I’ve been part of involved, yes, starting with your values, but then take the next step of thinking of something different or unique that symbolises those core values or purpose of the business. It’s okay to be general or use a broad concept like excellence or innovation, because that will give us more room to play within.
On the other hand, some names don’t have any obvious meaning but they are simply different and easy to remember. These could be a word from a different language, or use uncommon letters (the ones that score highly in scrabble). If you’re trying to think of some of these, most of your ideas may be too confusing or obscure, but it is possible. You can try to find some meaning in it, but that’s not always necessary. Some brands just want to be random and it works. e.g. Jellyfish – a creative agency, with a strikingly creative name.
At Shepherd, we’ve helped name many businesses (like Poppi Planners by Meridian Learning, Abound Physio, Gibbons Fitness) using our naming matrix.
Check For Availability
It’s not as simple as you think of a name and you run with it. We use a naming matrix to assess brand name availability which will give us an indication of risk, cost and whether it’s a good name to choose.
