What’s in a Name? 5 Considerations before naming your brand
I remember getting some great advice about naming your dog. Pick names you like for the dog, then go outside and call the dog using each name. Whichever one you aren’t embarrassed to be heard yelling around the neighborhood, is the one you should choose.
If you are in the market to name a new business or an organization formed by acquisition, merger or divestiture, it’s a little more complicated. Some people start by asking their golfing buddies, kids, unemployed cousin, or friends for ideas. This may yield some special results, but it may be even less successful than the technique above for naming a dog.
The process to develop and secure a name requires insight, commitment and guidance. The name you choose will be the bedrock upon which to build and brand your business.
When I work with clients on name development, some of the basics I consider, depending on the type of business and the audience to which it should appeal, are:
Choosing a name is a big step, full of uncertainty. You can test it in focus groups. You can survey it. You can evaluate data. And, if all else fails, open the nearest door or window and yell it loud. How’d that feel?
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